THE DESIGNERS' ETHOS

摘要

When I reflect on the definition of design, two discreet but related interpretations come to mind. There's the big "D" of Design as a noun, and the small "d" of design as a verb. I prefer the small "d" design because that's where the action is. The enduring power "to design" is a transformative action that distinguishes how designers create new value within all disciplines. Inspired design has created incredible value, while design lacking principle has at times pillaged without conscience. We design to solve problems, to create beauty, to optimize and to put our mark on this world. Design can evade rules, neglect the aesthetic, placate the unethical and powerfully exploit. It can serve the common good or self-interested opportunistic greed, and designers can inspire greatness or bring despair. The consequences of design can often reach well beyond our intent as we gaze reflectively upon our actions.