On 10 June 2026, the European Union Intellectual Property Office (EUIPO) published new data showing that design strongly shapes purchasing decisions of EU consumers.

Key Findings

Nearly three in four consumers (73%) are willing to pay more for products with a better design, while 72% consider design an important factor when choosing what to buy. For 31% of European consumers, design is very or extremely important when buying a product. The influence of design is particularly strong among younger consumers, with 38% of those aged 18–24 saying it affects their purchasing decisions.

The findings show that design plays a particularly significant role in sectors such as furniture and fashion: across the EU, 76% of consumers consider design important when buying furniture, and 66% say the same when purchasing clothing and accessories.

The EUIPO also notes that design-intensive industries play a major role in the European economy, employing around 28 million people and generating more than 16% of EU GDP. Earlier EUIPO studies show that small businesses that register their designs generate almost 30% more revenue per employee and pay nearly 25% higher wages than companies without registered IP rights. Yet only around 1% of EU SMEs currently hold registered design rights.

Practical Implications

Registering an EU design gives businesses protection across all 27 EU Member States through a single online application, with fees starting at EUR 350; registrations are renewable every five years for up to 25 years. The recent reform of EU design legislation has further simplified procedures and reduced costs. For companies whose products compete on design, securing EU design registrations early is increasingly cost-effective.

Source: European Union Intellectual Property Office (EUIPO) (original)