There has always been an intensive debate about defining the subject “design”. The traditional way of defining design has focused on design as aesthetics, forms, plans etc. A very material and more simple way of thinking. This way of thinking – or defining – design has often resulted in a product like a chair, a poster or a dress.

Business and society is rapidly changing: things are getting more complex. Therefore, there is a concentrated focus on innovation and creativity as important elements for our commercial survival in the future. Design is one of the central instruments to realize the vision of innovation and creativity.

For this reason, the design discussion is now focused on a more open and involves a broader definition. Today design is rather defined as an intangible process.

Steve Jobs from Apple says: “Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service”.

That means the current notion of design is comprehensive –some would say too comprehensive. Working with design as an intangible process also means that this kind of process combines various of professions and many different methods. This way of working – and thinking – often gives a perfect staring point for innovation. The results in this area are much more dynamic and inconclusive. The results can for instance be the creation of a better service experience or optimisation of a working process.

This way of working with design and innovation was introduced by companies such as IDEO and Frog Design. Both are design companies employing an interdisciplinary approach with designers, engineers, psychologists, anthropologists, technologist etc. working together, using design methods to create innovation.

This is how we define design at 1508:

Design is an interdisciplinary method to create measurable and innovative results.

We believe that working and investing in design will effect positive changes on the bottom line, in attitude and behaviour. Design is not art – or just a matter of form and aesthetics. When we are using our design methods and interacting with the user, we can create useful solutions, which quickly satisfy the return of investment.

Well… the discussion on the definition of design will presumably never end. And that’s good. Because it indicates that this area of business is dynamic – and most importantly will develop and hopefully expand.

We really would like you to discus this definition of design with us… Are we right or wrong in our way of defining design?

// Dezign Rix