Summer is back again here in Germany :-) So for today only a quick post about a well assembled list of design definitions I’ve discovered on designfeast.com recently. Beside delivering some current stereotypes on design the list provides an array of interesting definitions on design related to different contexts:
- On Design Advice
- On Design and Business
- On Design and Client Relations
- On Design and Education
- On Design and Society
- On Design and Practise
- On Design and Technology
- On Good Design
- On Forecasting Design
From quickly scanning the list I’ve identified two definitions which could help explaining why in many cases management has its problems to appreciate the contribution and value of design to business success. So what’s your point? Please comment:
“When people say they don’t understand design, it’s because they don’t get involved in the process.”
Tom Dair, Smart Design
“The most common misperception is the word ‘design’. People think of primarily pretty pictures or forms. They don’t understand the depth to which design goes-not only in products, but in every aspect of our life. Whether it is the design of a program, a product or some form of communication, we are living in a world that’s totally designed. Somebody made a decision about everything. And it was a design decision.”
Sam Farber, Founder, Copco cookware, OXO kitchen tools, WOVO serveware
Jörg Walters Says:
June 21st, 2005 at 11:48Visit Jörg Walters
Valuable point, Sam, “we are living in a world that’s totally designed”. But let’s keep in mind that this does not enable designers or design managers to be involved in every decision.
(Provocative) hypothesis: Management has its problems to appreciate the contribution and value of design to business success, because we designers and design managers constantly pretend we would have the answer to Everything.
Take Gorb’s quote from the list Ralf refered to: “Design is everything. Everything!”, I have to say that I don’t necessarly want to be involved in Everything. As I don’t have an answer to Everything.
As a design management consultant I consider myself good in listening to client’s intentions and wishes. And in developing solutions concerning design. I do that based on the client’s aims and thorough research, own creativity and a certain amount of integrity. And in case my client doesn’t know what he is aiming at, I can come up with something. Most probably, it will be in the field of design.
I have found some partners who have a similar approach and I feel that with a lot of patience, we will be able to “educate” clients to be able to distinguish between good and bad in design consulting.
Comments?
Have a good day. Jörg
Mark Fenwick Says:
June 22nd, 2005 at 11:58Visit Mark Fenwick
An interesting thing happened at the Design Museum recently. The public voted Hilary Cottam a Design Strategist with no design training as Designer of the Year. see
http://www.designmuseum.org/design/index.php?id=124
Of course this has perplexed a number of designers, and perhaps confuses the debate about definitions further.
Mark
Ralf Beuker Says:
June 22nd, 2005 at 12:40Visit Ralf Beuker
Hi Jörg,
thanks for this (provocative) comment!
To a large extent I agree with your hypothesis. I like your attitude to commit that one single profession can’t deliver serious answers to all problems! But maybe “Design Management” (whatever this could be… ;-) is a way to merge and moderate different answers to a given problem?
In any case my obserations while being active in the field of Design Management have shown me that there’s a shift going on especially in the training of designers. More and more Design Schools are thinking about how to integrate “Business Thinking” into their curricula and I meet a lot of Designers who are highly interested in the “other side of the river” (to quote Peter Gorb).
Some years ago very often this interest has been quite superficial in terms of “… we’ve known it long before & why does business not undestand that Designers are the better managers …” Today I’ve seen and some very smart designers who are deeply interested in understanding where their discipline can connect to business processes and help delivering better products and services for customers.
Just to give you an example: Mark Fenwick who posted his comment on this thread as well works for such an organisation www.nesta.org which helps “people” not only “designers” to understand and pratise “Innovation” and “Interdisciplinary Thinking” (whatever this means in another topic as well ;-). And finally: Marks holds an MBA in Design Management ;-)
In any case thanks for triggering the discussion and I hope to see you commenting again soon!
Cheers, Ralf.
Ralf Beuker Says:
June 22nd, 2005 at 13:03Visit Ralf Beuker
Hi Mark,
thanks for this informative comment! I’ve noticed this “earthquake” in several blog postings some days ago as well (see: John Thackara). To be honest I didn’t pay it too much attention yet, but will definitively do so now! Thanks for highlightning this in the context on “Design Definitions”.
Even though I haven’t followed the rationale why Cottham has been nominated I could imgagine that she’s very good at understanding what Sam Farber’s quote is about?! Maybe “design decisions” are “decisions of awareness”? And for this you do not necessarily have to be a “Designer”!? Please correct me if I’m wrong here!
Hope to talk to you again, soon. Have a nice day!
Ralf.
Jörg Walters Says:
June 22nd, 2005 at 15:46Visit Jörg Walters
A design manager is a design manager is a design manager.
Frankly, I feel that “merging and moderating different answers to a given [business] problem” are tasks for general management. And if general managers are good at what they are doing, they will consider design’s answers as well. And that’s where MBA meets Design Management:
With a thorough education in business and good knowledge in the field of design, we should be able to distinguish where a company needs design and where it doesn’t. If it does, I am sure, we can contribute a tremendous amount in innovation, marketing, customer experience etc.)
A rather relaxed view of design’s capabilities allows for a certain permeability. Like it said on my last employer’s pencils: “A good idea doesn’t care who has it”.
So that non designers can be voted Designer of the Year. And maybe at some point a designer will be voted Manager of the Year. Which would then maybe be proof that it’s more about real achievements than about how you call the job.
Wondering, Jörg
Michael Says:
June 23rd, 2005 at 17:11Visit Michael
Thank you for this wonderful discussion. I find it encouraging. I have no formal training in either business or design. History and Classical Greek were part of my misspent youth. At one time I felt I had nothing to offer marketplace. But as noted above, real achievement produced by thoughtful, action oriented people is the real measure of success.
Keep creating, Mike
Ralf Beuker Says:
June 23rd, 2005 at 20:53Visit Ralf Beuker
Hi Mike,
thanks for this kind note! From your website I understand that you’re doing a good job sharing your ideas with creative people as well and broadening their horizon on defining design:
AIGA Workshop: Bring your “right” brain to work!>
Cheers, Ralf.
Joris Says:
June 27th, 2005 at 14:39Visit Joris
Hi Ralf, Jörg and Mark,
The great LeCorbussier said ‘design is intelligence made visible’. I guess that helps the discussion on designers and non-designers: anyone capable of materializing information in clever way may be called designer.
In a way it also helps Jörg’s point: design managers do not hold all the answers to any business related question but they might be the facilitator of knowledge and information transfer in organisations. Organisations shelter an incredible amount of knowledge and experience, what they often lack is a way to mobilize this gold into tangible results. Design management can be of use here. That is, of course, in addition to guiding (and guarding) corporate design activities.
Cheers,
Joris
Jörg Walters Says:
June 29th, 2005 at 11:03Visit Jörg Walters
Joris! Ha, you have joined the discussion! : )
What you say is exactly my point. Visibility and customer experience. That’s the areas of Design Management.
I have been using the image of brand promise and delivery of the brand promise in that context. Design is one of the few tools that can contribute to both. But it will only do that if it is managed well. What an opportunity!
Jörg