According to a new survey by EUIPO, 73% of consumers are willing to pay more for products with a better design and 72% consider design an important factor when choosing what to buy.

Design is very or extremely important when buying a product for 31% of European consumers.

Moreover, 80% of those aged 18 to 24 say design is an important factor in purchasing decisions, Young people are also more likely to be willing to pay higher prices for better-designed products and to associate design with positive emotions.

EUIPO said the survey was conducted by a contractor and was based on a sample of 5,000 respondents (500 from each of Germany, France, Italy, Spain and Portugal and 2,500 from the remaining 22 EU Member States). The answers were collected from 10 April to 3 May 2026.

Young (under-35) consumers are more likely to connect design with aesthetics and innovation, while older consumers are more likely to associate design with ergonomics.

The survey indicated that design matters most in the furniture and fashion industries: 76% of EU consumers consider it very important when buying furniture and 66% when buying clothing and accessories.

EUIPO Executive Director João Negrão said in a statement: “European design is one of our greatest competitive strengths. It shapes the products we trust, value and enjoy every day while helping businesses stand out in the global market. Research confirms that consumers, especially younger generations, recognise the value of good design. Protecting designs gives creators the confidence to innovate and businesses the edge to compete – generating the growth and competitiveness on which Europe’s economy relies.”  

According to the survey, around half of European consumers associate good design with increased satisfaction, more positive feelings towards a brand and greater likelihood of recommending a product.

You can read more on the EUIPO website here. The full report with all the findings and the methodology will be published in the next few weeks. Image taken from the report summary.