Design does not have to be seen solely as creativity applied to the necessities of consumerism. Instead, it should be the vehicle and the expression of a type of thinking, of a formula of creativity that is built on three axes: desirability, feasibility and viability. The future of design must be oriented as such, as the outlook of new designers shift to collaborative “design thinking”.
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In today’s society, it is not farfetched to say that consumerism dictates many aspects of our lives. It is also not surprising that the most profitable products on the market are the most aesthetically pleasing and innovative, thanks to designers whose job it is to make products sell. Tim Brown, the CEO of the firm IDEO, a design and innovation consultancy, believes that this concept needs to change.
Tim Brown wonders when design got so small. By focusing on a design or a singular product, design has become pigeonholed into simply being a tool of consumerism. Design has become incremental and does not make the impact that it could. This does not mean, however, that making products easier to use or more attractive is a pointless endeavor; instead Brown stresses the need for “design thinking” in order to see the bigger picture.
Design thinking begins with integrative thinking, which is the ability to exploit opposing ideas and constraints to create new solutions. According to Brown, design thinking, when applied to design, is accomplished by balancing desirability (what humans needs), technical feasibility, and economic viability. Instead of focusing on the design of a singular object, we should be using design thinking as an approach to solve problems and create new solutions. Brown also believes that smaller design is a recent phenomenon and that design now stands for image, fashion, and aesthetics, when it should stand for innovation.
Is design getting big again? Looking around at the latest changes in the world, one would be inclined to say yes. Design needs to start with what humans need, not just what new objects would look good on someone’s shelf. Thanks to current technology, companies are now able to use design to help tackle world problems by taking into account diverse cultures. While design is useful in both a large and smaller realm, it should start once again living up to its full potential.