Design – A clarification of terms

Design term

The term “design” ( lat. “designare” – determine, arrange, designate, see, plan ) refers to the core competence of the professional field, the conceptual work on the shaping of our living environment for the invention, definition, designation and further development of content-related functions. The aim of design is the innovative conception, functional design and successful marketing of material, digital and communicative cultural products and cultural techniques which, through their everyday presence, form the living, working and imaginary world of modern man. As a field of experimentation for new technologies and aesthetic practices, design today is a driving force behind the socio-cultural, economic, technological, scientific and communicative progress of modern societies.

Design history

The history of design begins with modernism, the Enlightenment, the natural sciences, and the industrial revolution of entire societies. The development of machines for the mass production of material cultural goods is inextricably linked to the process of design. Technical innovations drive progress in product development, while conceptual product innovations spur the exploration and testing of new manufacturing and distribution methods. The age of technology was heralded in 1851 with the first international exposition in England, the World’s Fair or “Great Exhibition,” where more than 17,000 exhibitors from 28 countries attracted an audience of 6 million people. Thanks to its enormous economic impact, the industrial fair became the archetype of international trade fairs, where global and regional companies demonstrate their innovative strength at regular intervals. The contradiction between the eclectic mix of styles in the industrial products on display and their technical nature spurred the search for a new design language, which from then on was increasingly pursued not in the fields of art and crafts, but in the new professional field of design. The “Art Nouveau” or “Art Nouveau” characterizes the transitional era between unique artistic pieces, small-batch artisanal production, and industrial mass production. Other movements, such as the British “ Arts and Crafts Movement” sought strategies to return to the “beauty of the material” in arts and crafts as a counter-movement. This attitude can still be found today in modern design, which can be seen year after year at important interior design trade fairs such as the “Salone Internazionale del Mobile” in Milan or the “imm cologne” in Cologne, where a large number of handcrafted unique pieces and small series are presented alongside mass-produced items. One year after the first World’s Fair, the Victoria and Albert Museum was founded in London in 1852, displaying the world’s largest collection of “decorative arts and design”. “Design Museums“ are usually referred to as “museums of applied art” or “museums of decorative arts.” Today, they can be found in most major cities and provide vivid insights into historical and contemporary topics in the history of design. [1]

Design process

The content and methods of design are explored in the design process or Design Thinking process , which is primarily divided into six phases:

1. Understanding the problem – moderation of the problem definition, clarification of the problem situation and ideas of all participants regarding objectives, target group, benefits and cost framework within the framework of transdisciplinary teamwork
2. Research Problem Statement – Company, Product, Cost, Feasibility, and Market Analysis, Taking into Account Future Potential in Culture and Technology
3. Search for ideas Problem solving – design of different variants for problem solving, taking into account ethical principles, social rules and norms, aesthetic and technical innovations as well as human, structural and financial resources in the company
4. Selection of the solution strategy – analytical evaluation of benefits, prospects of success & effort, taking into account intuitive knowledge resources & emotional evaluation criteria
5. Prototyping and creation – practical testing and optimization of the preferred solution using an exemplary functional model
6. Testing and feedback – testing of functional properties & utilization potential, use of feedback and critical analysis of project success in the application phase

Design practice

The design practice , however, encompasses not only intellectual and practical work during the conceptual phase, but also—in most cases—planning, monitoring, and evaluation functions during the production and post-production phases. The Marketing expertise of designers ensures the economic success of products and services, which goes hand in hand with substantial knowledge of market conditions as well as methods for anticipating the current and future needs of customers and society. Today, design is regarded as a strategic economic factor, a driver of modernization, and a key to the future success of modern societies.[2] Centers of excellence for design such as the“German Design Council,”initiated more than 60 years ago by the German Bundestag, are now present in all federal states. They contribute to the development and public perception of the professional field, promote the competitiveness of industry, and serve as points of contact for information and educational purposes.

Design products and services are often highly complex and are therefore developed by interdisciplinary teams, which is why authorship is often divided by discipline or attributed to entire groups. Today, design products are protected by copyright if they are recognized as innovations or artistic achievements. Primary functional purposes do not preclude this protection[3]. Designers can achieve a level of recognition based on their personality and achievements that lends their names, products, and companies a brand-like character.[4] Similar to well-known artists, the entire body of work of prominent designers is protected by copyright.

The design process draws on craft-based, scientific, and artistic methods, which is why design education is offered at vocational schools, universities of applied sciences, art colleges, and universities, depending on the area of focus. Design encompasses the professional practice of designers, which today is characterized by a spectrum of over 100 different vocational training programs as well as bachelor’s and master’s degree programs.[5] The numerous annual exhibitions, which showcase outstanding projects and final theses, provide a good overview of the programs, topics, and quality of the educational institutions. Design festivals such as“DMY”in Berlin, the“Dutch Design Festival”in Eindhoven, or the“London Design Festival”showcase international design trends and serve as a forum for emerging creative talent. Important design trade journals such as “design report” (overview), “form” (industrial design), “novum” (graphic design), “page” (communication design), fotoMAGAZIN (photography), and AIT (interior design) cover current focal topics. Renowned design awards such as the“Red Dot Design Award”(Design Zentrum NRW) and the“German Design Award”(German Design Council) provide a benchmark of quality in the field of new products.

The most important design fields in 2016 at a glance [6]:

• Industrial design, product design, product development
• Communication design, visual communication, graphic design, editorial design
• Film, photography, illustration, creative direction
• Media design, information design, design informatics
• Multimedia design, computer animation, motion design
• Interaction design, interface design, game design
• Audiovisual media design, direction, camera, editing, lighting, sound, production design
• Interior architecture, interior design, spatial strategies
• Scenography, exhibition design
• Stage design, make-up, costume design
• Fashion design, textile design, jewelry design, ceramic and glass design
• Art and design sciences, design management

Job profile of designers

The professional field for designers extends to nearly all areas of society, as products, services, and information must be designed in such a way that their functions are evident and they have the intended impact on the target audience. Global competition creates constant pressure to innovate, which is why designers not only work to optimize the forms and functions of our material culture but are also constantly on the lookout for new developments. Design is the driving force behind consumer society, which presents enormous risks and opportunities for the profession, particularly when considering the responsible use of resources and the impacts on society, the environment, and human health. The growing fields of theory Design Theory and design research critically examine the societal causes, potentials, and consequences of these processes in order to foster understanding, systematize content, derive methods, and stimulate practical action and thought processes.[7]The design faculties at universities, art colleges, and universities of applied sciences, as well as the “German Society for Design Theory and Research” (dgtf), facilitate exchange, networking, and information sharing; stimulate professional discourse; and support the next generation of scholars.