What is design? Why does it matter?
The word design is both a noun and a verb. The word, like its meanings are versatile. Dictionary.com provides various definitions and meanings for the word. Some definitions for design include:
- “to prepare the preliminary sketch or the plans for (a work to be executed), especially to plan the form and structure of”
- “to assign in thought or intention; purpose”
The first definition refers to the process of designing. The latter refers to the former. In “preparing the preliminary sketch” the designer is assigning elements in thought or intention. They design in accordance to the purpose, and to give purpose.
This is preliminary sketch, a design, of a future tangible design.
- “to plan and fashion the form and structure of an object, work of art, decorative scheme, etc.”
This definition encompasses the whole process of design, from start (planning) to a completed product.
But where did the word come from? It is derived from a Latin word, “designare”, which means “to mark out”. There are various ideas and definitions of what design is, but something that most of these ideas have in common is a process. And this process leads to an idea becoming concrete and tangible.
So what does this mean? This implies that every creation is a design.
“Design is all around you, everything man-made has been designed, whether consciously or not.” -Mat Hunter
Why design? What’s the point? The point is all design serves a purpose. Some might argue that some designs have no purpose or point to them, but if it’s not understood by the viewer the purpose can be missed.
Purposes can include providing function, serving people, communicating ideas and information. Designs are so diverse in their purpose, how they go about achieving this purpose and what they are. A chair is a functional design. The purpose of sitting must be taken into account when it is thought of and made. If it’s not sturdy, it won’t serve its purpose. So function and form go hand in hand in the creation process. The designer provides a solution to meet a real need.
Design is so vast in meaning and in application. There is graphic design, product design, architecture, etc. They are all forms of designing for different purposes. But why do we need so many different designs for products that serve the same purpose? Well because design in human centered. People design for people. Objects are designed to meet the needs of individuals, and with every person being so different there are different designs to appeal to different individuals.
Design is collaborative, meaning that it brings things, elements, people, and ideas together to create a design. The final product is one of collaborators that have come together to solve problems. The designer is presented with a final goal, and they must problem solve to achieve their final goal.
But why does design matter so much? Why are there so many professions that are based upon design, and why is it that there is so much thought and effort put into creating and designing? Because to most people it matters. When people wake up in the morning, they style their hair, girls do their makeup, and pick out outfits. They design their look for the day.
Here is a woman who wants to look a certain way. She uses her facial features, which are her constraints, and she uses her tool, makeup, to make herself look how she wishes to. But why put in this effort and time into getting ready. Because appearance matters to them, and perceptions of others matter to them. People dress certain ways, and make themselves appear certain ways to appeal to others that they wich to attract, to make themselves look presentable and to put off impressions of themselves. People perceive by what they see.
“Don’t judge a book by its cover”
This cliche has been repeated through society, but it is a rule that is ignored by most people, whether consciously or unconsciously. When one looks at a book cover, it gives them an indication on what is inside. If they know nothing about the book apart from what they see on the cover, chances are they will decide if they want to spend their time reading it. Covers catch the attention of individuals, and strive to draw them in.
It has been said that people eat with their eyes first. Not only is this true for food, but it can be applied to all aspects of creation and design. Like with books, part of the judgement comes from what they see first, then they decide if they will partake. This too can be true for humans. Others may see them and make judgements on them, deciding if that’s someone they want to approach or interact with.
Looking at the two book covers on the left, think about which you would be more likely to read. Believe it or not, they are for the same books, which tell the same story, same characters, same setting, everything is the same in these books. Would the viewer of these two books perceive them as the same? I didn’t.
The design of these covers are so drastically different, and apart from the written information, they do not associate with each other, or give similar impressions or communicate that this is the same story. The designs are approached in such distinctively different ways, but the same story is being represented. The books serve the same purpose, but the designs seem to not be conveying this.
Why would there be such a variety of designs for one purpose?
To reach out to different audiences and individuals.
Richard Branson, the founder of Virgin Group, an incredibly successful businessman spoke about why design is important to his industry, and industry as a whole. He talks about successful businesses make their customers happy.
“Your staff will need you to set the stage for a great customer experience with good design” -Richard Branson
He goes on to discuss the importance of intentional design. Designing with consideration to who the audience or customer is shows that the design was made for them. The company cares about the customer, and they want designs that show this. Good design also draws in new customers. Like with books, some people will look at the company and decide if it is something they want to be associated with.
Apple is a great example of this. They design all of their products to best serve the people who will be using it. Their design choices and applications of design principles and elements are well thought out and decisions concerning each part of the user interface are consciously made. They have been able to gain a large consumer base and to expand their product because they put the user first. However, once size does not fit all.
Because people are so different, there are different products, and different designs to reach out to this people. Some people value form before function, some think function is most important, some want efficiency, and some people want a balance of all of these. It is important to have designs for the variety of needs and wants of individual.
Design is a process of solving problems, and providing a solution of them. Designers take into account what the people want and provide a solution for them . Design is so important because it acts a face or ‘book cover’ for a product, company, book, person etc. Designs indicate what to expect from something. Because individuals are so vastly different and want and need different things design is so vast. It is taking ideas and intentionally planning, collaborating and creating tangible things.
Resources:
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