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Eron Henderson
Malvin
Eng 103
Nov. 23, 2015
Why Design Matters

What is design? There really is no simple definition. Design is so many things, executed
in many different ways, but the function is always the same. Whether its blueprints, a clever UI,
a brochure, or a chair design can help solve a visual or physical problem. To the general public,
design is drastically overlooked, or at first glance, design is very much understated and chopped
up into being art (Dieter Rams) . Design goes so far beyond just being visual. Design has many
different aspects and is such as multi faceted subject. Education systems across the America,
from elementary schools to high schools, have been cutting budgets or programs for art and
design. The aspects of design, how they it's created, and how it impacts multiple areas of culture
and society, as well as the large importance of its role from an economic standpoint are
dismissed. Design is an innovative and essential tool to create and progress, benefiting the lives
of others, but still goes beyond just that. In the words of graphic designer, and Yale professor,
Christopher Pullman, Design is not the narrow application of formal skills, it is a way of
thinking. (Carnegie Mellon). Design offers a new way of thinking. It can serve as a thought
process, that allows one to better analyze the world around them, not just visually, but
psychologically, as well as socioeconomically. The knowledge of elements and principles of
design, and how they are engineered and applied is a valuable skillset that should be integrated
into regular academic curriculums.

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In the educational system now, we are taught to read, write, the fundamentals of
arithmetic, and the scientific method. Then, further becoming familiar with literary works,
scientific principles and more complex mathematics, we use these skills to analyze the world
around us through different lenses. These thought processes and skill sets are taught in
fundamental education and teach how to further interact more efficiently with society at many
different levels. Design should be taught at the same stages in a similar way. Like aspects in
traditional education, design offers a new perspective into problem solving, cultural diversity,
socioeconomics, visual aesthetic, and even addresses all sides of the Greek Rhetorical Triangle.
Art education is often discredited in regards to the influence that it can have in real
world applications, or the conditions of today's society. On the contrary, it is the education of
design that breeds the creativity to accomplish these tasks. Creativity expert Sir Ken Robinson
argues that we are educating people out of their creative capacities. Adding further: we dont
grow into creativity, we grow out of it. Or rather, we get educated out of it. (Robinson, 2006) As
students reach their final years in the system, having accumulated a wealth of knowledge and
skills, they are given very little opportunity to draw on this education and use their creativity in
developing innovative solutions to real world problems. Students in courses that employ problem
based learning methodology, and encourage design thinking, however have a tremendous
advantage academically and professionally than those who are not. These students participate in
hands on, real world projects which increase engagement and sense of purpose to learning.
Design thinking has been shown to increase understanding in core subject areas as well as build
cognitive and social skills. (Carroll, 2010)
Design has had a drastic and continuous impact on how we perceive the world today.
Perhaps one of the most prominent examples is its effect socioeconomically. The mass

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production and consumption of goods is what makes our economy flow. Design plays a large
role in this process. Industrial designers create physical products designated for massconsumption by millions of people. Motorcycles, iPods, toothbrushes, and nightstands are all
designed by industrial designers. These people are masters of physical goods and innovation
within the constraints of production lines and machines. As a designer, one has to factor in the
look, cost, materials, and targeted demographic of the product that they are producing.
More technologically advanced features, or complex designs will cost more, but be more
appealing to the wealthier demographic. This is seen in todays culture very often. The furniture
and appliances in a two bedroom apartment will look and function much differently than that of
the furniture and appliances in a four bedroom suburban home. While the sink and microwaves
in each of the two homes may have the same purpose and functions, one can determine the
economic standing. Innovations in design diversify products and diminish socioeconomic
barriers. For example, the iPhone is one of the most newly designed and innovative products,
from the hardware to the software. Despite its advanced features, the design focuses more on
simplistic use as well as performance, all the while instilling the idea that it is the future. This
design approach costs cost of production but maximizes profits, as it it now not only advertized
to a much larger social demographic, but it is also more easily available to a wider range of
economic class. Being able to have goods designed better and more aesthetically appealing gives
a validation to the consumer and makes them feel that they are being recognized as a certain part
of society.
Design can be experienced in many ways that we dont initially realize. Environmental
design and, how one interacts within a particular space, give a large amount of insight into the
psychology of the viewer and the intended purpose of a space. The elements and principles of

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design should be should be integrated into school curriculums, giving students a better
understanding of aesthetic and the reasoning as to why certain things look more appealing to
them. In this way, knowledge of design directly affects one's visual acuity, influencing their
perception of the things that they see in the world.
The visual style of design extends past more than just initial appearance that people
associate it with. Elements and principles such as space, color, symmetry, and balance, trigger
psychological, as well as physiological responses. For example, the feature of symmetry, in any
given medium, affects human perception. Body symmetry influences the brains perception of
aesthetic and sexual selection. Faces that posses more a symmetrical structure, like the position
of the eyes, nose and cheekbones, are perceived as being more attractive. Alternatively
asymmetrical features, such as the placement of freckles or moles, are deemed attractive
depending on where they are positioned on the face. (Thornhill, 1994) Studies have also shown
that the way people perceive color can affect mood and other emotional behavior. This is very
prevalent in advertisement. The warmer bold colors, in particular red and yellow, are more likely
to catch the eye and invoke the feeling of hunger. (Birren, 1950) These colors are very often used
in advertisements, most notably restaurant and consumer goods logos, to catch the eye of
customers and entice them to purchase products. Color schemes and advertising are a lare part
of business and marketing in todays society, as businesses want to better understand why
demographics enjoy certain products.
How people interact with a space and their psychological reactions to the that space are
largely dependant on how they are is designed. For example, Starbucks specifically designs the
layouts of their stores to maximize business. The facilities have large windows, intended to catch
the eye of those walking outside or driving by that could be potential customers. These are

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decorated according to seasonal events or holidays, as well as used to post information and other
advertisements. Upon entering the store, the cash register and ordering area is placed at the
furthermost place away from the door. This forces the customer to travel past stands and shelves
that are displaying other products and advertisements, increasing the likelihood of them being
purchased. The decor is also another aspect that was meticulously planned. The soft lighting and
wooden wall paneling create and warmer and inviting mood. Coffee is made right behind the
counter, and not in a back kitchen. This allows the customer to see the process, further
enveloping them in the environment of the store, as well as filling the store with the aroma of
coffee. Design appeals to more senses than just the visual. The table and chairs in the store
encourage people to come in and stay, as well as electrical outlets and advertising free wireless
internet. This creates a second function of the space, an area where people can enjoy coffee, as
well as get work or studying done. Even with designing a social hub, business and customer
satisfaction is still the main priority of the store. The tables for customers to work at are smaller,
and range from 1-3 chairs, usually made of wood or metal. This prevents customers from
gathering in too large of groups, thus keeping the noise levels ideal for working, as well as
creating discomfort for those who have been seated for too long, prompting them to leave. The
store has clear paths from the doors to the pay and pick up area for easy traffic flow and
directional functionality to shape lines in and out of the store in an orderly fashion. The more
people that can easily come in and out of the store to get their coffee during the morning, rush
the better business will be.
Design is an instrumental factor that can easily be overlooked, but has just as much
impact as subjects like literature, economics, philosophy or the scientific method. Design often
acts as a unifying factor between all of these things. Much of the issue with the approach to

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design is that it is categorized as just a Fine Art. While very present and important, this
approach overemphasizes the importance of visual structure within an aesthetic context. It omits
that design has many different forms, whether that be graphic, auditory, industrial, or
technological, that each have their own particular advantages and weaknesses, yet interact with
each other seamlessly as a form of communication. Furthermore, design should be regarded as a
social science, as well as a technical science, rather than just to the limitations of being a fine art.
Design champions the ideals creating and problem solving in the same was as engineering or
psychology, and plays a role in the two. When educational school systems lack school funding,
artistry, design and music are at the top of the list to be cut. This is detrimental at a young age, as
these subjects encourage creative content and minds that will innovate and produce a richer and
more diversely talented society. Students in the earlier stages of their educational careers should
be taught these skills and ideals in their school curriculums. Design theory and ideology has
played an important role in every culture for hundreds of years, and serves as an influence just as
much as the contributions of historys great scientist and philosophers.The meaning of design
differs greatly depending on one's experience. Ask a student: What does design mean to you?
Their answer could be: an opportunity to change the world.

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Works Cited

Birren, Faber. "Color Psychology and Color Therapy: A Factual Study of the Influence of
Color on Human Life." Academic Medicine 25.4 (1950): 303.
Human (Homo sapiens) facial attractiveness and sexual selection: The role of symmetry
and averageness.
Grammer, Karl; Thornhill, Randy
Journal of Comparative Psychology, Vol 108(3), Sep 1994, 233-242.
Frascara, Jorge. Graphic Design: Fine Art or Social Science?. Design Issues 5.1 (1988):
1829.
Web
"Dieter Rams | About Vits | Vits." Dieter Rams | About Vits | Vits. N.p., n.d. Web.
02 Dec. 2015.
"Christopher Pullman | Design the Future." Design the Future. N.p., n.d. Web. 02 Dec.
2015.
Kolko, J. (2005,). New techniques in industrial design education. Design-systemevolution, proceedings of the 6th international conference of the European Academy of Design,
Bremen, Germany.
Robinson, K. (2006, February). Ken Robinson: Schools Kill Creativity [Video file].
Retrieved from http://www.ted.com/talks/ken_robinson_says_schools_kill_creativity.htm
Carroll, M., Goldman, S., Britos, L., Koh, J., Royalty, A., & Hornstein, M. (2010).
Destination, Imagination and the Fires Within: Design Thinking in a Middle School Classroom.

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International Journal of Art & Design Education, 29(1), 37-53. doi:10.1111/j.14768070.2010.01632.x

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