Why Design Matters
It’s in the clothes and shoes we wear, the furniture and implements we use, the houses and buildings we live in, the streets and the vehicles we move around with, the films and music we consume, etc.
In fact, most of what we see and much of what we hear in our everyday lives carry the stamp of design.
And yet, there’s a general misconception that design if a frivolous pursuit. Something ‘not really needed’ for human life. Something used just to make things ‘pretty’.
Illustration: Paolo Mariotti
And yet, there’s a general misconception that design if a frivolous pursuit. Something ‘not really needed’ for human life. Something used just to make things ‘pretty’.
But design is not a frivolous invention - on the contrary: it originated from human need, and evolved alongside humankind to facilitate its existence.
For all we know, Homo Sapiens was the first human to purposely craft weapons to hunt.
For all we know, Homo Sapiens was the first human to purposely craft weapons to hunt.
These first jagged stones evolved into knives, which then became spears and arrowheads, in a continuous progression of improved design serving a function: kill the prey that would serve as sustenance for the clan.
Skins and furs were used as covering, and soon the first bone-made implements ( hair combs, needles, fish hooks, etc.) began to make their appearance.
However, once man’s basic needs were covered, another human need arose: comfort.
However, once man’s basic needs were covered, another human need arose: comfort.
It was not good enough to merely have a garment made of skin - it had to be smooth, water proof and not itchy, spurring new techniques to work leather and improve its quality.
Almost at the same time, another human need appeared: variety. Soon it was not good enough to have only one knife, but several: one for hunting, one for cooking, another for gutting fish, etc.
Man discovered that each of these activities could be performed better with a more specialised tool, and set up to create the most adequate variation for each.
Yet, even from these early times, man’s natural aesthetic appreciation inspired him to create objects striving for a pleasing form, carving them with symbols, either for magical or for sole beautification purposes.
Yet, even from these early times, man’s natural aesthetic appreciation inspired him to create objects striving for a pleasing form, carving them with symbols, either for magical or for sole beautification purposes.
Objects needed to fulfil their function, sure, but it didn’t hurt if they were pleasing to the eye - a fundamental rule of design that is just as true today.
The development of new materials (copper and bronze first, and steel later), and the birth of international commerce also created an impact on design.
The development of new materials (copper and bronze first, and steel later), and the birth of international commerce also created an impact on design.
In ancient Greece, Pythagoras developed the first rules of architecture, setting the foundations of modern art and design. Jewelry designs were copied and crossed continents. Materials were shipped and sold across cultures, and the expansion of the Roman Empire helped to unify a conglomerate of races and cultures that enriched each other in their constant interconnection.
And then, in the blink of an eye, we’re on the 21st century. But very little has truly changed since then. Economics, culture and the development of new materials still influence our designs as much as trends and the taste of the public.
Of course, there are those who argue that human is not the only designer in nature.
And then, in the blink of an eye, we’re on the 21st century. But very little has truly changed since then. Economics, culture and the development of new materials still influence our designs as much as trends and the taste of the public.
Of course, there are those who argue that human is not the only designer in nature.
Beavers build excellent dams, most birds create nests strong enough to withstand severe storms, and wasps, bees and termites create striking architectural fortresses.
However, there is a difference between ‘building’ and ‘designing’. So, while human is not the only one to build things, it is the only animal in nature to create things based on a concept.
Beyond mere functionality, design supplies for two of the deepest human needs: the need to create, and to improve the environment around us.
Beyond mere functionality, design supplies for two of the deepest human needs: the need to create, and to improve the environment around us.
At its core, designing things is a form of expression, a reflection of our culture and our times, a visual and physical expression of our wish to improve life.
Not just make a chair, but make the most comfortable, durable, ergonomically-sound, unique, ground-breaking, sustainable, beautiful chair possible.
The need for invention is the fuel behind humanity’s greatest accomplishments. And that’s where the limit between ‘Art’ and ‘Design’ blurs.
Modern chair design by Martz Design
The need for invention is the fuel behind humanity’s greatest accomplishments. And that’s where the limit between ‘Art’ and ‘Design’ blurs.
Not all design is aesthetic or artistic, but when it is, it provides the perfect balance between form and function. Then, it can certainly be declared ‘Art’.
Good design transcends time.
Good design transcends time.
Take, for instance, the paper clip: this humble and ubiquitous desk companion has not changed its design one iota since it was released to the market in the late 1870's.
Another good example is the band aid. Although new materials have developed to make it more waterproof and durable, the basic shape of this indispensable item remains very much the same as when it first debuted in the 1920's.
Not even the invention of liquid band aid has been able to replace it.
Just as Art, design is determined by its time: the cultural biases and aesthetics favoured, the materials available, social and economic conditions, etc.
When an object is well designed, it barely needs to change over time.
Which is why, as time goes by, eras end up being defined by their designs.
However, if design is there to make our lives easier and more comfortable, it is also indispensable for business. As Thomas Watson Jr. stated, "Good design is good Business".
However, if design is there to make our lives easier and more comfortable, it is also indispensable for business. As Thomas Watson Jr. stated, "Good design is good Business".
Not only products need to be designed so that they may serve their function efficiently, and they need to be attractive enough for consumers to buy them.
Appropriate design is also required to advertise these products and their qualities, reach the intended public, and distinguish them from the competition.
Several studies have been carried out to study the importance of design for a company’s success.
Several studies have been carried out to study the importance of design for a company’s success.
One of them, by John Maeda in 2015, blends concepts of business, design and technology to come up with fascinating conclusions on how design’s impact in today’s global markets is determinant.
With the raise in competition, so comes a raise in the design stakes. Having reached an equal level of technological performance, objects then begin to compete to attract the most attention through their secondary qualities.
Video (42:51)
And that’s when design can tilt the balance.
That was precisely Steve Jobs’ strategy when re-launching the iMac in 1998, and when launching the iPod: people wanted more than a functional machine - they wanted ‘uniqueness’. The answer was in design.
That was precisely Steve Jobs’ strategy when re-launching the iMac in 1998, and when launching the iPod: people wanted more than a functional machine - they wanted ‘uniqueness’. The answer was in design.
Moreover, the out-of-the-box design also became a statement of principles ("Think Different") by which the consumer related to the company. The move hit a chord in society and helped to revitalise the company into what it is today.
If this is true for the design of a product, it’s also true for the design of its packaging, ads, points of purchase, logo, website, apps, interface, etc.
"Design is not just what it looks like and
what if feels like. Design is how it works." - Steve Jobs
When it comes to a brand, design is a global enterprise and constitutes a fundamental cornerstone of commerce, a business motivator.
As a general rule, the least necessary a product is, the more it relies on its attractiveness to persuade customers to acquire it.
As a general rule, the least necessary a product is, the more it relies on its attractiveness to persuade customers to acquire it.
In fact, entire brands have been built around their cuteness quotient.
As society evolves, so does design. In the 21st century, design as a whole (as a tool for human action, connection and use of resources) plays a fundamental role in the solution of some of today’s issues, such as communication, globalization and the responsible use of the planet’s resources.
This importance was even acknowledged by the British Government. In a document released by the National Planning Policy Framework, it was concluded that design is an integral part of sustainable development, establishing the focal points that good design should contain.
As society evolves, so does design. In the 21st century, design as a whole (as a tool for human action, connection and use of resources) plays a fundamental role in the solution of some of today’s issues, such as communication, globalization and the responsible use of the planet’s resources.
This importance was even acknowledged by the British Government. In a document released by the National Planning Policy Framework, it was concluded that design is an integral part of sustainable development, establishing the focal points that good design should contain.
To check the full document, you can go to: https://www.gov.uk/guidance/design
Now more than ever, we need good, intelligent design to make the most of our resources. Sustainable design that reuses materials, uses sustainable materials and causes the least impact to the environment while still being affordable - good design should not be exclusive to a minority; it should serve and be available to everyone.
New designers are aware of these challenges, incorporating salvaged materials into their new creations, and coming up with novel technologies to reduce waste in the creation process.
For instance, the textile industry has traditionally posed a high impact on the environment. But now new companies are revolutionizing the manner in which fabrics are used and produced, recycling fibres, reusing fabric remains and using eco-friendly dyes, all of which reduce CO2 emissions, saves water and liberates land used for textile crops. ‘Nurmi’, ‘Globe Hope’ and ‘Pure Waste’ are three of such initiatives, to name a few.
Now more than ever, we need good, intelligent design to make the most of our resources. Sustainable design that reuses materials, uses sustainable materials and causes the least impact to the environment while still being affordable - good design should not be exclusive to a minority; it should serve and be available to everyone.
New designers are aware of these challenges, incorporating salvaged materials into their new creations, and coming up with novel technologies to reduce waste in the creation process.
For instance, the textile industry has traditionally posed a high impact on the environment. But now new companies are revolutionizing the manner in which fabrics are used and produced, recycling fibres, reusing fabric remains and using eco-friendly dyes, all of which reduce CO2 emissions, saves water and liberates land used for textile crops. ‘Nurmi’, ‘Globe Hope’ and ‘Pure Waste’ are three of such initiatives, to name a few.
A good source of information for the latest on sustainable textiles, is the magazine and website www.ecotextile.com
Could we envision a world without design? A world without phones or computers, without the clothes or the shoes we wear, without furniture, houses, streets or even the simplest implements such as a fork or a plate? Without design, we would be back to the cave age.
Good design helps students learn, readers focus on the text, and helps us find and access information. Good design orients, guides and provides security to the general public, and eases the transit of handicapped people. Good design makes our furniture, shoes and clothes comfortable and attractive, and makes objects safe and easy to use.
Could we envision a world without design? A world without phones or computers, without the clothes or the shoes we wear, without furniture, houses, streets or even the simplest implements such as a fork or a plate? Without design, we would be back to the cave age.
Good design helps students learn, readers focus on the text, and helps us find and access information. Good design orients, guides and provides security to the general public, and eases the transit of handicapped people. Good design makes our furniture, shoes and clothes comfortable and attractive, and makes objects safe and easy to use.
There is hardly any human activity that is not improved by good design.
As life progresses and new technologies are absorbed into the thread of societies, design continues to adapt to human needs, old and new, as it continues to provide us with tools for comfort, safety and well-being, making our lives a little easier in the process.
Design is not only important, it’s an essential part of who we are as humans. A life without design would simply not be life at all.
As life progresses and new technologies are absorbed into the thread of societies, design continues to adapt to human needs, old and new, as it continues to provide us with tools for comfort, safety and well-being, making our lives a little easier in the process.
Design is not only important, it’s an essential part of who we are as humans. A life without design would simply not be life at all.
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