To understand what design is, it’s crucial to clarify what it isn’t, as it is often misunderstood and conflated with various other fields and practices. For instance, design isn’t merely graphics; while graphic design plays a significant role in visual communication, it represents just one facet of the broader design discipline. Similarly, design isn’t limited to packaging, which focuses on presenting a product but doesn’t encompass the full scope of design’s intent.
Design also goes beyond buttons, layouts, and mockups—elements commonly associated with user interface design that aren’t design in themselves. These components represent only a small part of a broader strategy aimed at enhancing user experience. A layout is just a layout; referring to it as design oversimplifies the complexity of what design truly entails. Additionally, design isn’t synonymous with beauty treatments like nails or eyebrows, as these pertain to personal grooming rather than the problem-solving nature of design. Marketing phrases like 'nail design' incorrectly use the term, as the artistic and decorative aspects of nail grooming do not constitute design.
Finally, design isn’t the same as painting and drawing; while these artistic practices are valuable in their own right, they lack the structured thinking and intentionality that define effective design. By distinguishing design from these common misconceptions, we can better appreciate its unique role in shaping meaningful experiences and addressing complex challenges.
In Design: History, Theory and Practice of Product Design, I read a compelling perspective: ‘Today, most people’s lives would be unimaginable without design. It accompanies us from dawn till after dusk: at home, at work, in our leisure time, in education, in health services, in sports, in the transport of people and goods, in the public sphere. Design can be very close (fashion) or far, far away (space travel).’ This perspective perfectly underscores how essential and intricate design is in our society, a notion I fully embrace and agree with.
Design and life: cave people, revolutions and wars
While many design books focus on the Industrial Revolution as the beginning of design history, design has been present throughout history. As far back as 3.3 million years ago, early hominids were already engaging in design. They crafted cutting tools from sharp flakes of stone, thoughtfully considering aspects like shape, material, size, and functionality.
Modern design, as we know it today, began stabilising during the Industrial Revolution, marking the transition from handcrafted to mass-produced goods. Before this era, craftspeople built products by hand, making them more expensive and less available. The advent of mass production allowed businesses to produce products on a large scale, and industrial designers were brought in to create items that were both functional and aesthetically pleasing.
Traditional industrial design, originally focused on physical products like furniture and household appliances, now shares its scope with what is often confusingly termed ‘product design.’ This term can encompass any type of product, whether physical, digital, or virtual, which can be somewhat inaccurate.
‘Design was born with the firm purpose of putting order in the mess of the industrial world. Between the middle of the 18th century and the end of the 19th century - the period that roughly corresponds to the emergence of the factory system in much of Europe and the United States - there was a dizzying increase in the supply of consumer goods, combined with a concomitant fall in their cost, both caused by changes in production organisation and technology, transport and distribution systems.’ — Rafael Cardoso in Design para um mundo complexo, 2011
In this new capitalist age, design became the bridge between business and customers. How do you provide products that clients want, fit their needs, and are better than the competition when they are no longer tailored but manufactured on a large scale? From then on, the need arose for having designers inside factories rather than relying on artisans or artists. In mass production, products must be designed with their manufacturing process in mind—this insight ties back to my personal experiences, which I’ll explore further in another essay.
War and Innovation
Matthew Bird, an Industrial Design professor at the Rhode Island School of Design and an advocate for recognising women in design history, offers a thought-provoking perspective on innovation during times of conflict. Bird notes, ‘We are at our smartest when someone is trying to kill us. During wars, we innovate rapidly, developing new materials and technologies. Afterward, it’s the designers who repurpose these innovations for peacetime progress.’ This observation prompts a compelling question: Can we achieve the same level of innovation without the impetus of conflict?
There's no such thing as 'bad design'
Design isn't about quality; it's about presence. You design or you don’t. A product can be categorised as good or bad, but design itself is either present or absent. A successful product—delightful, sustainable, and useful/functional—has solid design behind it. Conversely, a product that fails to meet user expectations likely lacks effective design.
You might argue that stagnant sales could be due to a flawed business plan rather than poor design. And you’re right—an effective business plan is crucial for success. However, if design is merely tacked on as an afterthought or a secondary department, it won’t deliver the return on investment you’re hoping for.
Don Norman, in The Design of Everyday Things, uses doors as an example of ‘bad design.’ He argues that if a door has usability issues, it’s a case of bad design. Here’s my reasoning: design is centred around people, focusing on human needs, whereas engineering focuses on the technical side only. When we design, we need to consider how people will use our products or services and how those products will interact with them. In Norman’s example, the door wasn’t truly designed—it was merely engineered. Technically, the door works perfectly; it opens and closes as intended. While it is well-engineered, it lacks consideration for the human element, which engineers often overlook. The door should not only function well technically but also meet the needs of the user. This highlights the crucial difference between design and engineering and why collaboration between these disciplines is key.
Methodology and Design
The term methodology is sometimes used interchangeably with method. A method is a planned and structured approach aimed at achieving a predefined goal. It involves a systematic procedure for addressing theoretical or practical problems, as opposed to more free-form and unstructured problem-solving approaches. This should sound familiar in the context of design.
Methods typically follow a defined sequence of decisions and actions tailored to specific circumstances. The purpose of adhering to a method is to achieve the desired outcome, and this process can be repeated as needed. Does this resonate with the concept of design?
Design involves the application of methods to produce tangible outputs, such as products, systems, or services. It focuses on the detailed planning and execution of how something will look and function, as well as how it will be made, based on insights and guidelines provided by the chosen methodology.
Approaching product design with a method allows for a more predictable result. Without a method, however, the outcome can be unpredictable or disappointing, leading to failed products, dissatisfied customers, and unresolved issues—which some might label as bad design.
Does this mean that following a method guarantees a flawless result, with no errors, adjustments, or need for corrections? Certainly not! Design is fundamentally a humanistic discipline that embraces creativity and innovation rather than adhering to strict mathematical principles. Within design, there aren’t any absolute truths; instead, it thrives on a spectrum of possibilities and interpretations, informed by insights from psychology, sociology, and engineering. This openness allows design to adapt and respond to diverse human needs and contexts, making it a dynamic field that continually evolves.
The design method serves as a structure—an overall framework or organisation of a system, process, or concept. It isn’t a rule dictating what’s allowed or forbidden within a given context; rather, it outlines how different elements are arranged and how they interact with one another. Based on my experience, no design process yields perfect outcomes on the first attempt. Whether working on physical or digital products, constant iteration and refinement are essential until the final product’s ready for delivery. Following a method doesn’t ensure perfection, but it provides a structured approach that helps manage and mitigate risks, ultimately leading to more predictable and controlled results.
Defining Design
To define design, I like to refer to the Japan Institute of Design Promotion (JDP): ‘Design is the plan for achieving an objective. Colour, shape, technology, and function are means of realising this objective. Design’s power lies in its ability to bring progress to society and enrich people’s lives.’
Additional definitions include:
- Design is a discipline focused on the interaction between a person/user and the man-made environment, considering aesthetic, functional, contextual, cultural, and societal factors. — International Council of Design
- Design comes from the Latin ‘designare,’ meaning to draw a plan. It is a plan or specification for constructing an object, system, activity, or process. Design must satisfy certain goals and constraints and interact with its environment. — Wikipedia
- Design is a strategic problem-solving process. — World Design Organization
These definitions clarify what design is, but it's surprising how many, including those in design roles, still don't fully grasp its scope and significance.
In my own words, in a business context, design is a structured process that creates a systematic plan of thought and action to solve problems and achieve a goal, serving an organisation’s purposes and positively impacting people’s lives.
Design Fields
If you’re hiring for your business and unsure about the type of professional you should be seeking, or if you’re considering entering the design field but don’t know which path to take, you’ll find a list below that categorises various design fields by their focus areas and branches, highlighting their unique contributions to the broader design landscape:
Industrial Design Field: Also referred to as Product Design, this field involves creating and developing concepts for various physical and hardware products, including consumer electronics, household goods, furniture, and transportation systems. Designers focus on usability, manufacturability, and sustainability while considering materials, ergonomics, and aesthetics. Their goal is to create innovative solutions that enhance the quality of life for users and ensure economic viability for manufacturers. Some branches include:
- Automotive Design: Focuses on the design of vehicles, including cars, motorcycles, and bicycles, with an emphasis on aesthetics, functionality, and safety.
- Costume Design: Focuses on designing clothing and accessories for theatre, film, and television, considering historical accuracy and character representation.
- Product Design: Encompasses the design of physical products that integrate digital technology, such as smart devices and various types of hardware.
- Fashion Design: Specialises in designing clothing and accessories, blending aesthetics with functionality and trends.
- Furniture Design: Involves creating functional and aesthetically pleasing furniture pieces for various environments.
Digital Design Field: Refers to digital, virtual, and software products, focusing on creating engaging user experiences within digital environments. It encompasses the design of digital products interfaces, and interactive elements, combining principles from graphic design, user experience (UX), and user interface (UI) design. The goal is to enhance user interaction with technology, ensuring that digital experiences are intuitive, accessible, functional, and visually appealing across various platforms. Some branches include:
- Digital Product Design: Includes various forms of design for software and digital media, encompassing web design, app design, and other digital products, with a focus on UI and UX.
- Game Design: Involves creating and developing video games, including gameplay mechanics, storylines, and visual elements.
- Software Design: Involves structuring and defining the functionality of software applications, integrating aspects of UX/UI design while focusing on elements such as coding, algorithms, and system architecture.
- User Experience (UX) Design: Concentrates on improving the overall user experience through research and usability testing.
- User Interface (UI) Design: Focuses on designing the layout and interactive elements of digital interfaces to enhance usability and user interaction.
- Web Design: Specialises in designing websites, focusing on layout, visual aesthetics, user experience, and often requiring coding skills.
Distinct Fields from Industrial and Digital Design
- Architectural Design: Focuses on designing buildings and structures, integrating functionality, aesthetics, and spatial considerations.
- Biological Design: Integrates biological processes and materials into design solutions, including biomimicry and sustainable practices.
- Design Management: Involves overseeing and coordinating design projects, processes, and teams to achieve strategic goals.
- Environmental Design: Focuses on designing environments that integrate human and natural systems, addressing sustainability and ecological impact.
- Exhibit Design: Specialises in creating engaging displays for museums, trade shows, and exhibitions, blending spatial and graphic design elements.
- Graphic Design: Specialises in visual communication, including branding, advertising, and print and digital media design.
- Healthcare Design: Focuses on designing products and environments specifically for healthcare settings, including medical devices and hospital spaces.
- Instructional Design: Focuses on creating educational and training materials, such as e-learning courses and instructional guides.
- Interior Design: Involves designing indoor spaces, focusing on aesthetics, functionality, and spatial planning.
- Interaction Design: Concentrates on designing interactive experiences, including physical and digital interactions, often overlapping with UX/UI design.
- Lighting Design: Specialises in the design of lighting systems and solutions for various environments, considering aesthetics, functionality, and energy efficiency.
- Organisation Design: Focuses on structuring and improving organisational systems and processes to enhance efficiency and effectiveness.
- Product Service Systems (PSS) Design: Integrates physical products with services to create comprehensive solutions that enhance user experience and value.
- Service Design: Encompasses designing and improving services, focusing on customer experience, touchpoints, and service delivery.
- Sound Design: Involves creating and integrating audio elements for various applications, including film, video games, and multimedia.
- Sustainable Design: Emphasises creating solutions with minimal environmental impact, including eco-friendly materials and processes.
- Urban Design: Focuses on the design and planning of urban spaces, including public spaces, transportation systems, and infrastructure.
Design Principles
Design principles are fundamental to creating effective, aesthetically pleasing designs and can be applied across various design fields to enhance visual communication in any industry, globally. Here are some essential principles:
- Balance: The distribution of visual weight in a design, creating a sense of stability and harmony. Can be symmetrical or asymmetrical.
- Contrast: The use of opposing elements (such as light vs. dark or large vs. small) to create visual interest and highlight important aspects of the design.
- Emphasis: Directing the viewer's attention to a focal point or the most important element of the design.
- Hierarchy: The arrangement of elements to show their importance, often through size, colour, or placement, guiding the viewer’s eye through the design.
- Negative Space: The use of empty or open space around and between elements to enhance readability and focus on the main content.
- Movement: The path the viewer’s eye takes through a design, often created by lines, shapes, or elements that guide the eye.
- Pattern: The repetition of visual elements, such as shapes, lines, or colours, to create consistency and unity in a design.
- Proportion: The relationship in size between different elements in a design, ensuring they work together harmoniously.
- Repetition: The use of recurring elements or motifs to create cohesion and unity within a design.
- Rhythm: The repetition or alternation of elements to create a sense of movement and flow within the design.
- Unit: The sense of oneness or cohesiveness in a design, where all elements work together as a unified whole.
- Variety: The inclusion of different elements or variations to create interest and prevent monotony in a design.