Design:Approach,Profession, Professionalism & Service of Relevance for Societies and their Economies

  • Abstract:

    This perspective upon Design starts with its definition and its relevance for society. Beyond the often verbally affirmed, however hardly practically supported general importance of “culture“ for society – and in contradiction of the ubiquitous, however diffuse and in most cases counterproductive assumption, that Design has anything to do with “Art” or “Taste” – it is important to understand, what Design in its entire scope, is about: artifacts fulfilling criteria. And how Design is of crucial importance for Society – and for an Economy serving society – with innovations as offers specifically serving humanity in its diversity of values and preferences. The definition of Design as giving Gestalt, Meaning and Raison d‘Être to Artefacts, in line with Human Needs, Society and Environment” not only describes the scope of Design, but also leads over to the explanation, how Design needs to be understood in all its potentials as a methodical approach to optimising all artefacts. All human actions and abstentions of action. While it appears beneficial for everybody to know and be conscientious about this in all situations, it appears of utmost importance, that leaders in industries and other businesses as well as public administrations and politics, understand Design as a Tool for far better results in the achievements of vital goals. This obviously has consequences for requirements regarding education of everybody, but, moreover, of potential leaders from all professions, and of the professionals assisting these in accordance with their qualitative briefings: the “Designers”. The paper outlines further, how education better starts from the most difficult cases, such as Design and, moreover, Corporate Design, for industrial goods, moreover with investment goods of individual solutions and extremely short series. Because, who can give these a common “Gestalt-Language”, will also be able to do it with mass-produced durable and consumer goods. In the process, the aspects of “Brand Techniques”, as established by Hans Domizlaff and further developed by Benno von Keysselitz and, last, not least, Value Design, provides the concept and the methodology leading to lasting sustainable maximum success. Furthermore the paper resumes arguments regarding the most appropriate ways of promotion of Design, as part of promoting economy and prosperity, also through promotion of innovation and technologies, as successfully exemplified especially in the case of the turn around of the Spanish Basque Country. A success story nowadays referred to as “Bilbao Effect”.

 

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