The VIVID (Value Increase by Visual Design) mid-term conference got underway on the 24 January 2013 with over 80 delegates welcomed by Professor Derrik Ferney, Pro Vice Chancellor and Dean, Faculty of Arts, Law and Social Sciences, Councillor Sheila Stuart the Mayor of Cambridge and Cees Meeuwis, alderman for Economic Affairs of the City of Breda.

The conference explored emerging ideas and developments in visual design including the psychology of design, the role design plays in economic growth and innovation and the relevance of visual design to a wide range of sectors. Amongst the attendees were designers, governmental organisations, entrepreneurs, companies, startups, incubators, knowledge institutions, universities, students, artists, and cultural organisations.

Project and Funding Manager Katherine Von Glos, who organized the conference, said: "It was entirely appropriate that Anglia Ruskin hosted this key event to debate issues of design and innovation, given the role Cambridge School of Art has played in Art and Design education since the 1850s. Increasingly, visual design is being recognized as relevant and important in sectors where it might traditionally have been overlooked, including the health and technology."

Tim Laning from Grendal Games (Holland) spoke of their 'seriously entertaining' laparoscopic surgery games for Nintendo Wii. The world's first game company to undertake a joint venture with two hospitals, their games are used in the training and development of future surgeons, demonstrating an alternative application for gaming outside of the traditional sphere.

Similarly, Lidi Brouwer discussed a range of projects being undertaken by Netherlands based Studio Roosegaarde whose work looks at the dynamic relation between space, people, and technology. Their work perfectly exemplifies how creative, interactive design solutions can be found for a whole range of today's issues. A recent collaboration with road manufacturing company Heijmans on the project Smart Highway has led to the development of an innovative lightening solution for urban highways using photo-sensitive paint that absorbs light during the day and releases it at night, lighting the way for cars. As well as being an aesthetic solution, reducing or negating the need for the clutter of street lights, cat eye's and other lighting devices, it is both cost-effective and energy efficient.

Looking at another aspect of the relevance of visual design, consumer psychologist Dr Cathrine Jansson-Boyd from Anglia Ruskin University, focused on the way visual aesthetics can guide behaviour and how visual elements are not 'stand-alone' but influenced by multi-sensory perspectives.

Demonstrating how technology can also shape the arts, the delegates were treated to a performance of Of Sleeping Birds from artists Circumstance, contributors to Anglia Ruskin's public arts programme Visualise. Using satellite positioning software to form a symphony, glistening and delicate strands of music were created that crossed the outdoor courtyard to the delight of the listeners.

Students from Cambridge School of Art joined the conference to capture the day in a traditional format, drawing on location as the conference took place. These images were then digitally projected throughout the day and will be made available on the VIVID Europe website, along with the films of each presentation.

The VIVID project would like to thank all participants in the conference and speakers for making such an interesting day.

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