Design students' view of creation in the context of the consumer market

The market has its requirements for each product type. But consumers themselves create room for creativity in design. A frequent question from a marketing perspective is whether the design of a product is more important than its functionality in terms of meeting the customer's needs and desires. It is also possible that at present the market is overwhelmed by "similar products" and the differences are found by customers in design. Or, should the designer initially think about product functionality, the culture of people within the target market, or the viability of the product itself? The aim of the article is to identify attitudes and views of design specialists in creating their products in the context of design, functionality, uniqueness and viability. The article is based on the partial results of research focused on the design function in the context of the consumer market from the point of view of the new generation of design students. The presented results are processed from the obtained data by a questionnaire survey on a sample of 136 students of design within colleges in the Czech Republic. There has been used basic descriptive statistics for data processing. The results create an idea of the young generation's perspective of future designers on product application in the context of the consumer market.Design Thinking Excellent Research and Creative Project Grant at the Faculty of Multimedia Communications, Tomas Bata University in Zlin in 201