What design is and why it matters

Design is the planning that lays the basis for the making of every object or

system. In a broader way, it means applied arts and engineering. As a verb, “to design” refers to the process of originating and developing a plan for a product, structure, system, or component with intention. As a noun, “a design” is used for either the final (solution) plan (e.g. proposal, drawing,

model, description) or the result of implementing that plan in the form of

the final product of a design process. This classification aside, in its broadest

sense no other limitations exist and the final product can be anything from clothing to graphical user interfaces to skyscrapers. Even virtual concepts such as corporate identity and cultural traditions such as celebration of certain holidays are sometimes designed. More recently, processes (in general) have also been treated as products of design, giving new meaning to the term process design.

“Process design” (in contrast to “design process”) refers to the planning of

routine steps of a process aside from the expected result. Processes (in general) are treated as a product of design, not the method of design. The term originated with the industrial designing of chemical processes. With the increasing complexities of the information age, consultants and executives have found the term useful to describe the design of business processes as well as manufacturing processes.

The person designing is called a designer, which is also a term used for

people who work professionally in one of the various design areas, usually also specifying which area is being dealt with (such as a fashion designer, concept designer or web designer). Designing often requires a designer to consider the aesthetic, functional, and many other aspects of an object or a process, which usually requires considerable research, thought, modeling, interactive adjustment, and re-design. With such a broad definition, there is no universal language or unifying institution for designers of all disciplines. This allows for many differing philosophies and approaches toward the subject. However, serious study of design demands increased focus on the design process.

Glossary

graphical user interface – графиче-

ский интерфейс пользователя

(разновидность пользовательско-

го интерфейса, в котором эле-

менты интерфейса (меню, кноп-

ки, значки, списки и т.д.), пред-

ставленные пользователю на дис-

плее, исполнены в виде графиче-

ских изображений)

corporate identity – марка фирмы

(престиж, репутация); фирмен-

ный стиль (набор визуальных, словесных и т.д. констант, обеспечивающий стилистическое единство товаров, услуг и всей исхо-

дящей от фирмы информации)

process design – разработка про-

изводственного или технологиче-

ского процесса; технологическая

подготовка производства

concept designer – разработчик

концептуальных решений

web designer – разработ-

чик/дизайнер web-страниц

Exercises

Complete the sentences below.

1. This classification aside, in its broadest sense....

2. Designing often requires a designer to consider the....

3. With the increasing complexities of the information age....

4. As a verb, “to design” refers to the process....

5. More recently, processes (in general) have....

Answer the following questions.

1. What is definition of design?

2. When we use the word “design” as a verb, what do we refer to? What if

it's used as a noun?

3. What is “process design”?

Select correct answers from the following.

1. Designer often:

a) is free of any obligation toward clients;

b) is only required to consider aesthetic aspect of an object or a process;

c) must know a universal language for designers;

d) is required to consider functional, aesthetic and other aspects of an object

or a process.

2. The term “design”:

a) can be applied to physical objects only;

b) can be applied to industrial processes only;

c) is practically limitless and can be applied to anything, even virtual concepts;

d) has a very narrow definition, and can only be applied in rare occasions.

3. To learn a universal language of designers, one must:

a) graduate from an accredited university;

b) have a degree in architecture;

c) have an experience in interior design work field;

d) there is no universal language or unifying institution for designers of all

disciplines.

Design as a process

Design as a process can take many forms depending on the object being designed and the individual or individuals participating.

Design underpins every form of creation from objects such as chairs to the

way we plan and execute our lives. For this reason it is useful to seek out some common structure that can be applied to any kind of design, whether this be for video games, consumer products or one's own personal life.

For such an important concept, the question “What is Design? ” appears to

yield answers with limited usefulness. Dino Dini, video game developer states that the design process can be defined as “The management of constraints”. He identifies two kinds of constraint, negotiable and non-negotiable. The first step in the design process is the identification, classification and selection of constraints. The process of design then proceeds from here by manipulating design variables so as to satisfy the non-negotiable constraints and optimizing those which are negotiable.

It is possible for a set of non-negotiable constraints to be in conflict resulting in a design with no solution; in this case the non-negotiable constraints must be revised.

For example, take the design of a chair. A chair must support a certain weight to be useful, and this is a non-negotiable constraint. The cost of producing the chair might be another. The choice of materials and the aesthetic qualities of the chair might be negotiable. Dino Dini theorizes that poor designs occur as a result of mismanaged constraints.

There is also a concept of redesign. Something that is redesigned requires a

different process than something that is designed for the first time. A redesign often includes an evaluation of the existent design and the findings of the redesign needs are often the ones that drive the redesign process.

Glossary

The management of constraints –

теория ограничений (theory of

constraints) – популярная концеп-

ция менеджмента, разработан-

ная в 80-х гг. XX в. Теория предлагает концентрировать организационные ресурсы на устранении ограничений

(конфликтов), которые мешают компании полностью

реализовать её потенциал.

Позволяет успешно разрешать

множество противоречий: меж-

ду сроками и качеством, стоимостью и затратами, требуемой производительностью и

имеющимися ресурсами

redesign – реконструкция, пере-

делка, модернизация, переработка

Exercises

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