Design: the in word that is now out

Published on Sep 17, 2010 by Billy Belchev | Category: design

How could anyone help but love the term ‘design?’ I certainly did. It was an in word in my line of work—implying ingenuity, inventiveness, innovation, intelligence, initiative. All things we want to be recognized (and paid) for. The term is so versatile that it came extremely handy in many proposals, presentations and conversations.

It felt like a cold shower when I first realized that this same versatility could be a problem. Certainly it meant as many good things to other people as it did to me. The issue is—they weren’t the same things. I credit Michael Eckersley (of Human Centered) for helping me understand this. A fellow designer and researcher, he says he never uses the term ‘design’ with clients. “What !#?” was my first thought back then.

Having had five years to grapple with losing a wonderfully flexible word, I am now a convert. I too believe in not using the term ‘design’ to introduce to clients what we do (certainly not to new clients). We first explain the value we bring and the approach we use in clear terms. After that, if necessary, we might slip it in. But we never use ‘design’ in an introduction!

"Although it may appear surprising, it seems no generally-accepted, precise and useful definition of ‘design exists." This is a quote from a research paper I recently found from Yair Wand at the Sauder School of Business. “It is not that no definitions of design exist in the [academic] literature. We have identified at least 27 definitions of design and sub-types of design. But all 27 definitions we have analyzed had coverage problems and about half included terms with unclear or ambiguous meaning."

How about this one:
"Design is the exercise of Grace, the Awareness that Free Choice might align Potential with Possibilities within Circumstances for purposes of Appreciation." (Taken from a NYTimes.com article)

True, I am sure, and beautiful in some respects. But try saying that to a client and convincing them you are not chemically imbalanced.

I still love design, in all its meanings, shapes and variations. I just try to avoid the easy route of using a blanket term to explain the value that my colleagues and I provide to our clients.