You cannot see design

Design is not what you see, what you see is the result of design. You can not experience design, what you experience is again the result of design.

By speaking in laymans terms we have reduced design to be a product’s attributes. “What a nice design” is an example of an expression that suggests that design is the result when it is actually the opposite.

Design is the process that makes it possible for the product’s attributes, such as form or function, to generate the desired effects.

To talk about design in a correct and responsible way is something we who are in the position of selling/developing new product must do. Otherwise the risk is that what you see or what you experience in a product is the result of non-design and the aspired effects are simply not available.