Communication &

Multimedia Design

Design Theory
Lecture 01: What is design?

Bas Leurs (b.l.f.leurs@hr.nl)

February 10, 2014

Is design cognition a black box?

Input

Output

Also see Jones (1970) on black and glass boxes

Design theory tries

to describe or explain
design activity
Th i s le c t u r

What is design?

How do designers think and act?

Th

i s le c t u re

And why do we actually design?

communication design
webdesign
graphic design

architecture
product design

social design
information design
industrial design

interaction design

educational design

engineering design
environmental design

interior design

Categories of Design
experience design

sound design
service design

interface design

editorial design
typographic design
user experience design

soft ware design

emotional design
database design

game design

strategic design

Some definitions
of design...

Jot down three keywords

that you think should be
found in the definition of
design

noun

ve rb

noun

noun

Design is to design a design to produce a design

a gen era l

c o n c ept

a n action

a pla n
or
i nte nti
on

John Heskett (2005)

e/
m
o
c
t
u
o
the
re s u lt

p rofe s s io n

Design is a profession that is concerned with the

creation of products, systems, communications and
services that satisfy human needs, improve peoples
lives and do all of this with respect for the welfare of
the natural environment.

Charles Owen (2004)

Designers are people who

are paid to produce visions of
better futures and make those
things happen.

Koskinen, Zimmerman, Binder, Redstrom & Wensveen (2011)

The imaginative jump from

present facts to future possibilities

Page (1966)

a bi l i t y?

"Design is the ability to imagine

that-which-does-not-yet-exist, to make it
appear in concrete form as a new,
purposeful addition to the real world."

Harold Nelson & Erik Stolterman (2002)

The Design Way: Intentional Change in an Unpredictable World

Design is about making decisions,

often in the face of uncertainty
Joseph Zinter (2012)

Decision making in the face of

uncertainty, with high penalties for error
Asimow, 1962

Designers typically produce novel

unexpected solutions, tolerate uncertainty,
work with incomplete information, apply
imagination and constructive forethought
to practical problems and use drawings
and other modelling media as means of
problem solving

Bryan Lawson & Kees Dorst (2009)

Most cited definition of design

"Everyone designs who devises

courses of action aimed at
changing existing situations
into preferred ones."

Herbert Simon (1969)

A very basal model of design

initial
state

process

future
state

current situation

transformation function

desired situation

Doblin (1987)

John Chris Jones

Design Methods: Seeds of human future
(1970)

Get ready for...

the ultimate definition of design

John Chris Jones

Design Methods: Seeds of human future
(1970)

PRELUDE

Design = Change

CHANGE
IS

DIFFERENCE

CHANGE OF DIFFERENCE
IS

PROCESS

CHANGE OF PROCESS
IS

EVOLUTION

CHANGE OF EVOLUTION
IS

DESIGN

Fig. I-5 Hierarchy of Change

Harold Nelson & Erik Stolterman (2002/2012)

llenge to cultures, or societies, on how to deal with change at these multipl

However...
there is even a final ultimate definition !

Design is to initiate change in man-made things

...but now, more than thirty years

later, and in a changed world, I am
no longer happy with man-made nor
with things...

John Christopher Jones (2002)

http://www.softopia.demon.co.uk/2.2/digital_diary_02.07.14.html

cogni

De s ig ne r

r
e
s
U

n ki
i
h
t
(
ti ve

n g)

a cti n

g, d o i

ng

thoughts and actions

intended to change
thoughts and actions
Awesome... or not?

John Christopher Jones (2002)

http://www.softopia.demon.co.uk/2.2/digital_diary_02.07.14.html

thoughts and actions

intended to change
thoughts and actions

John Christopher Jones (2002)

http://www.softopia.demon.co.uk/2.2/digital_diary_02.07.14.html

ns of Design
io
it
n
fi
e
D
:
st
e
ig
AD
4
ebruary 6, 201
By Bas Leurs F

broad brush in
by using a very
dually
Design is initiated
en details are gra
Th
.
on
rsi
ve
t
sketching the firs
til a sufficiently
un
es
nu
nti
co
cess
carry it
added. The pro
t enables us to
is obtained tha
detailed design
out
Ackoff, 1981
iples, technical
of scientific princ
Design is the use
definition of a
the
in
n
d imaginatio
information, an
with maximum
ns
rm specific functio
system to perfo
y.
nc
cie
economy and effi

es made visible
Design is valu
11)
aite (20
Chick & Micklethw

Design is th
e core of pu
rposeful and
the active bu
creative actio
ilding or rela
n of
tions betwee
world
n man and
his
Jantsc
h (1975)

Design is th
e ability to
imagine that
exist, to ma
-which-does-n
ke it appear
ot-yetin concrete
purposeful ad
form as a ne
dition to the
w,
re
Nelson & Sto
al
wo
rld.
lterman (20
02)
Design is a
profession th
at is concer
creation of
ned with the
products, sy
stems, comm
services that
unications an
satisfy huma
d
n needs, im
lives and do
prove peop
all of this wi
les
th respect fo
the natural
r the welfare
environment
of
.
Ow

It
d innovation. In
mo
links creativity an
e st peoples vocabularie
Design is what
and attractiv
al
s, design me
It
s interior de
ctic
pra
me
beco
ans veneer.
to
corating. It
as
y
ide
s
ma
n
pe
sha
s the fabric
Desig andbe
sofa. But to
of the curta
rs or customers.
use
for
me
s
d.
on
,
ins
en
no
siti
thing could
propo
specificmeaning
a
to
d
ye
be
plo
further from
of design. De
ativity de
the
sign is the fu
described as cre
a man-made
nd
amental soul
creation that
of
Cox (2005)
ends up expr
wiethou
sutio
ccn"
essiv
reduc
ty
es
rie
sin
te
"va
g
r
la
of
its
ye
ss
el
f in
rs of the prod
Jobs (n.
as a proce
uced
uct or service
Design is seen
tial solutions red d.)
.
number of poten
en (2004)
ownnis
r's
De
ne
the very large
sig
sig
de
the
to initiate ch
raints and by
ange in man-m
Jones (1970
Th
e
by external const
imaginative
ade things
)
jump from pr
es.
future possib
esent facts to
cognitive structur
thoughts an
ilies
d actions
Page (1966
84)
(19
ke
Archer (1966)
Dar
the
)
intended to
del of
mo
or
ion
ipt
change
ning is the prescr
t of love.
Design is int
thoughts an
The act of desig
Design is an ac
bodiment.
egral to all
d actions
life and huma
advance of its em
Papenek (19
in
Jones (2002
11)
rk
(20
wo
t
ed
me
ish
Des
72)
)
n activity
fin
ange.
ch
is
it
,
ge
an
ch
of
t
en
ag
84)
(19
an
n
her
Arc
Design is a
Designers ar
re tha
high
mo
th
is
wi
n
y,
sig
int
De
co
rta
e people wh
nscious and
unce
o are paid to
intuitive ef fo
ft (2012)
g in the face of
meaningful
of better futu
rt to impose
produce vis
Doorley & Wittho
order.... De
Decision makin
res and make
way as to
hskaine
ions
sign is both
those things
nts in sucKo
ma
or.
me
err
tri
ele
n,
x
for
g
the underly
Zim
s
of
gin
ltie
me
or
an
ha
der and the
rman, Binde
pena
ppen.
ing
a plan for arr
r,
...
Re
to
dstrom & We
ol that crea
Papenek (19
rpose.De
nsveen (2011
83)
tes it.
a particular pu
Asimow (1962)
signers typi
the
)
cally produc
best accomplish
ected towards
dir
is
n
sig
e
de
no
,
Design is th
solutions, to
vel unexpecte
tivity
e method of
lerate uncerta
Eames (1989)
d
A pruposeful ac
putting form
inty, work wi
together. De
information,
human needs
and content
th incomplet
sign, just as
of action.
apply imag
de
goals of fulfilling
mo
a
is
e
n
ina
ar t, has multip
sig
De
tion and co
there is no sin
forethought
62)
ns
le definitions
(19
tru
to practical
gle definitio
ctive
Asimow
tem
.)
sys
(n.d
;
es
ed
pr
n.
sir
Eam
oblems and
Design can
the
can be aesth
ans otarr
gede
of a de
hean
r mo
use drawing
be ar t. Desig
etics. Desig
n, or to
nceive the idea
pla
llin
co
to
g
to
t,
s
me
ou
s
p
aim
n
di
n
n
ma
a as means
is so simple,
to
s
so
Desig
so
an
lvi
co
me
es
ng
m
n
tiv
pl
it
'
sig
of
jec
ica
of
th
De
problem
at s why it is
ted.
the ob
description
which satisfies Lawson & Do
Rand (2001
ole
and prepare a
wh
a
o
int
)
rst
(2009)
parts
Banathy (1979)
A creative ac
Design is th
involved.
organizes the
e translation
tiviy, design
a structure that
(1987)
ng
ald
ati
Ger
cre
Fitz
&
is
brings into be
g
new and us
requiremeentactivity of of information in
FitzGerald
Designin
ing something
eful that ha
the form of
k. Th s, constraints,
tas
e
.
itiv
gn
s not existed
tem
co
l
sys
and experie
Reswick (19
entia
potential soure states
ess
int
logic in the
qu
previously
65
a
)
nc
is
n
e into
fut lutions which
of
Desig
ion
lat
mu
for
are consider
designer to external
the mental
Beck (2000)
ed by the
The designe
design involves
tivity aremeet required perfo
r intends to
solutions to and
of designchac
aracteristics.
rmance
change a se
es and defines
universe. Hi
fore, or
s. The products
be
air
d
gment of th
aff
lve
Design establish
s.
of
so
t
s motivation
ure
no
fut
ms
bleLuckman (1984
ble
e
ssi
pro
po
h
for
is conseque
suc
es
of
tur
en
s
understandi
be
)
ion
y
tat
usl
en
ntial action,
vio
res
pre
pertinent struc
rep
ng
ve
or explanat
ich ha
not
wh
ms
ble
.
io
pro
92)
n... He desig
purpose he
The entire ac
Goel & Pirolli (19
new solutions to
ha
ns
tivsig
s in his mind
whatever
itynfrom the
ce a de
du
pro
devises a sc
stage of real
ent way.
tone
accomplish
n
fer
ed
sig
dif
a
de
to
in
a
n
d
ch
he
sig
lve
iza
an
this Purpose.
ma to
so
ge to transla
tion of a
Design is to de
ting the imag
Rittel (1973
system into
)
e of the futu
Blumrich (1970)
reality is teto
Heskett (2005)
re
make before we
rces rmed design.
Mathur (19
to
ou
nt
res
wa
of
n
we
78
tio
at
Ev
)
iza
wh
er yone desig
l
rposeful organ
ns who devis
Design simulates
necessary to fee
Design is the pu
es courses of
at changing
Design is th
times as may be
e solution to
existing situa
action aime
goal.
make it, as many
a
lish
mp
d
th
co
tions into pr
e
ac
Sim
sum of the ne
particular se
on (1969)
result
al
fin
04)
(20
eferred ones
the
in
Ram
nt
&
eds of a
t of circumsta
Park
confide
.
Hevner, March,
nc
Matchett (19 nerally
es
68
De
ge
64)
)
g
sign is a cont
Booker (19
d reactivity designin
iunuum of pr
nceive, plan an
ocesses, an
moving chai
n and a group
No longer
Thus, labeling an
plaas
man power to co
endless but
n of developm
sociated with
existence of a use
n beings in
the
Design is the hu
ma
ses
hu
po
ve
ent, realiza
ob
sup
ser
ev
de
t
jects and ap
pre
aluation, di
sign is incre
tha
cts
du
tion, and
pro
pe
the
e
re
as
cted toward
arances,
ingly underst
rs.
llectiv
co
use
e
or
alize all of
tiv
al
ec
du
Va
sp
ivi
pu
n
sense as the
ood in a mu
der Ryn (19
rposeful crea
of pro
66)
ment of their ind
ch wider
human capa
tion
the accomplish
city to plan
desired outco
Houkes (2008)
and produc
Design cons
ens.tional,
intme
an
in
e
g
ist
gin
s
pr
ga
purposes.
im
en
Mau (2007)
arily of six ty
ne
yo
an
is
r
int
ne
a
sig
el
pes of activ
ligence, anal
A de
aim of devising
Buchanan (2006)
ity:
ysis, synthe
entor,
ity with the
sis, choice,
communicatio
A designerar tefact.
sis of ar tist, inv
purposeful activ
n, and inter
emerging synthe
duct or is a planner with
pro
a
ry
for
na
)
pr
tio
an
Mu
et
A designer is an
olu
(pl
im
an
at
na
ev
ion. The
plementatio
ri (1966)
aesthetic se
and
description
n of design
nse
tive economist
its concrete
06)
failure of an
mechanic, objec
Hybs & Gero (20
phase. The
Design is th
y one of the
to establish
is
e
aim
inv
e
t.
six
os
es
gis
tig
wh
fundamenta
usually assu
ation of cont
strate
tivity
l types will
re failure to
emplated an
s,
is a creative ac present sy
n
sse
(n.d.)
sig
ce
ste
ler
De
Ful
pro
ms
ter
ts,
im
ins
to
d
jec
pl
Wa
formulate, th
ement
rfield (1990
Buckm
of ob
sysste
)
rough the id
ms concep
aceted qualitie
ss and
ce
lti-f
s.
pro
mu
cle
ht
cy
the
ug
ea
life
t,
tho
l
the most ef fe
whole
rily a
s in
action
Nadle
Design is a
ir system
r (1981)
Design is prima
rring ideas into
new way of
innovative ctive systems
ser vices and the
process, tranfe
resolving ba
central factor of
conflicts, critic
expressed
n is the
n,
of
sig
communication
de
sic human
ctio
tor
e,
De
fun
fac
l
for
al
sig
cia
tur
ere
al for securin
n
Th
cru
ge
the
is a na
ne
d
It
ra
an
n.
s
te
tio
s,
gie
g safe passag
ica
or
olo
un
de
ganizes, an
hnnumb
sirable huma
tec
the
of
r
by comm
Fo
on
ati
in.
e to a
nis
d
ge
evaluates a
eranof
n future
huma
enga
al
we
.
s
te
ge
itie
rn
tiv
at
la
We
ch
ac
ive
rge
isbord (1992
s; keeping fo
ic ex
pt to
in the many
)
cused on th
ral and econom possible or most id
conscious attem
ltu
the
cu
s
an
me
n
e
best
eal solution,
sign is
Design is ab
collecting an
teleologist, desig
rather than
antiteleologist de
ICSID (n.d.)
out making
d analyzing
on
world. For the
decisions, of
data about
Nadler & Hib
uncertainty.
create a better
ten in the fa
he
ino
n.
(19
pr
tio
ob
90
ac
le
)
m.
rt of
ce of
pa
s
iou
Zin
nsc
co
ter
(2012)
the
71)
Churchman (19

Zie N@tschool!

satisfy
innovative

purposeful

improve

aims

plans
intentions

people

human
users

imaginative
uncertainty

present
existing situation

future

problem

problem solving

prefered situation

creating

changing
decision making

solution
new
Changing an existing situation into a
preferred situation, requires imagination
to formulate a plan that deals with
uncertainty that the future holds.

As you might have noticed... design is quite an ambiguous notion

One of the difficulties in understanding

design, is its multifaceted nature. There
is no single way of looking at design
that captures the 'essence' without
missing some other salient aspect.

Bryan Lawson & Kees Dorst (2009), also see Buchanan (1992, 2001, p. 27)

Design as...
A mixture of creativity and analyses
Problem solving
Evolution
The creation of solutions to problems
Integrating into a coherent whole
A fundamental human activity
Etc...

Bryan Lawson & Kees Dorst (2009)

lets try to grasp the very

essence of design... actually the
problem designers are facing in
their everyday practice

design
=
easy
Yes, or no?

Design is the performing

of a very complicated act
of faith

John Christopher Jones (1966/1970)

But, what makes

design such a
complicated activity?
Write down one word!

What makes design

so complicated
according to Jones?
In Design Methods (1970)

The fundamental problem is

that designers are obliged to
use current information to
predict a future state that will
not come about unless their
predictions are correct.
The designer must be able to
predict the ultimate effects of
their proposed design as well
as specifying the actions that
are needed to bring these
effects about.
47

Design is not (only) about the product. Actually it is about the effects you want to achieve

customer

client

business

designer

plan

sketch/prototype

prod uctio n

product

effect(s)

man ufac turin g

Business
Competitive advantage

Users
Pleasurable experience

Ecology/society
Ecological footprint/
wellfare

However, effects are not easy to predict...

short term
effects

mid term
effects

long term
effects
See Jones (1970)

We cannot know what the unintended consequences of

a design will be, and we cannot know, ahead of time,
the full, systemic effects of a design implementation.
Nelson & Stolterman (2002)

Designers are optimists

If we can design our way into

difficulty, we can design our way out.

John Thackara (2005)

Designers

Everyone is
a designer!
True, or false

Het Beste Idee van Nederland

Design ability is possessed by everyone

Nigel Cross (1990)

"Everyone can and does design. We all design

when we plan for something new to happen, whether
that might be a new version of a recipe, a new
arrangement of the living room furniture, or a new lay
tour of a personal web page. [] So design thinking is
something inherent within human cognition; it is a key
part of what makes us human. (p. 3)
I KE

A!!!

Nigel Cross (2011)

IKEA Hackers

http://www.ikeahackers.net/

Innovative use of the BJURSTA dining table

to hold two toddlers. And the best thing is,
when adults need to eat, the holes can be
covered.
http://www.ikeahackers.net/2011/01/best-hack-of-2010-your-vote-needed.html

"Everyone designs who

devises courses of action
aimed at changing existing
situations into preferred
ones."

Herbert Simon (1969)

What is the difference

between an amateur
designer and a
professional designer?

Laten we eens kijken naar de

ontwerpen van Ed Baars. Ed is een
ontwerper/uitvinder en ontwikkelt
hulpmiddel apparaten...

Smeer en snij spaan voor de pindakaas of de chocoladepasta voor de sneetje brood

http://www.youtube.com/watch?v=RBP1nOXul1c

http://www.youtube.com/user/idea28ed/videos

Accuboor aardappel schilmachine

http://www.youtube.com/watch?v=PeFqauOU1xk

Mijn favorieten

a a n do u w h age ls lag sp a a n

b ro od trommel met kl ok

el en v
n
s
k
n
la
p
ij
n
s
s
b ro o dje

k eu ke n ki tche n ac cu bo or dr ill m

e il ig

ixer eten fo od m ak e

Why do we design?

We must design, because we are not perfect.

Like Hephaistos, we have to design because we want to survive, but

humans also seem to have a will for continuous improvement and
development.

On a more abstract level, we are drawn to design because we may

feel a lack of wholenesswe do not find the world in a condition that
is satisfying or fulfilling for us. And, ultimately, we are motivated to
design because it is an accessible means to enlightenment, to bring
order, and to give meaning to our lives.

Harold Nelson & Erik Stolterman (2002/2012)

"Designers are change

agents in society. Their goal
is to improve the human
condition, in all its aspects,
through physical change."

John Gero (1990)

Position of design

design
=
art
True, or false

science

arts

design
engineering
Bruce Archer (1979)

useful art???

inward
focus

Art

Science

Design

Engineering

move minds

move molecules

outward
focus

Rich Gold (2007) / John Seely Brown (2009?)

Value drive
n

Value free

(biased)

(unbiased)

Charles Owen (1991)

Design, as a unique way of thinking and acting,

does not have a long, well-developed scholarly
history. Other intellectual traditions, such as
science and art, have enjoyed thousands of
years of considered thought...
De s ig n Met h o

M o ve m e nt st

do lo g y

a r te d in 196

0s .

Sin ce He nr y Fo rd int roduc ed

th e M odel T (1908), de sig ne rs
he lpe d ma nu fa ctu rers to
produc e mo re products for
les s.

Harold Nelson & Erik Stolterman (2002)

intangible: can
be perceived by

Symbolic

experiences
Functional

Expressive

practical / useful

attractive / emotive

objects
Physical
tangible: can be
perceived by
the senses

intangible: can
be perceived by

Symbolic

experiences
CMD
Design

Art

Functional

Expressive

practical / useful

attractive / emotive

Engineering
objects
Physical
tangible: can be
perceived by
the senses

Art makes statements.

Designs work.

Donald Norman (n.d.)

Science vs Design

The natural sciences

are concerned with
how things are.

Design is concerned with how

things ought to be, with devising
artifices to attain goals.

Herbert Simon (1969)

To conclude...

Art

Science

Creating culture

Creating knowledge

Design

Engineering

Creating
???meaning

Creating solutions

Salut!
Next lecture:

Design processes
Problem solving

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