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What is a Designer? Adapted from a White Paper by the Design Institute of Australia A designer is a business professional who develops solutions to commercial needs that require the balancing of technical, commercial, human and aesthetic requirements. A designer plans things for manufacture or construction. The difference between a designer and a craftsperson or artist is that designers usually develop things that will ultimately be produced by others. Design serves industry Professional design grew out of a need for skilled individuals who could plan products and environments that would appeal to customers. An essential part of design is the preparation of plans and instructions that will allow for the accurate production of the design. Defining design Design is a widely used word applied to any process where an outcome is being planned rather than relying on chance. Design is also a term used by technical professionals such as engineers or software developers. The fundamental difference between this and the definition of design as applied by design professionals is the skill of incorporating the human, cultural and aesthetic aspects of projects. Rational creativity The requirements that a designer works to are both objective and subjective. The objective requirements are easy to understand. They are technical and business requirements that allow for measurement and direct comparison. How much will it cost? What is the best material? When can it be finished by? It’s the subjective, creative side of design that’s hardest to explain and hardest for most people to understand. The aesthetic side of design relates to fashion, human behaviour, emotion and cultural influences such as the cultural meaning of symbols. Designers are immersed in the visual language of their culture and industry specialization. |
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Designers bring human and cultural values to business problems, values that sell products and services, create demand and inspire customer confidence and loyalty. Design is a planning process. It produces the best solution based on the stated business objectives and the information and resources available. It uses a methodical procedure to ensure that solutions are well thought out and all the known criteria for success are considered. Design as a strategic business tool Design is a strategic tool used to gain market advantage. Products, branding, promotion and business premises are all designed to maximise customer acceptance. Design skillfully bridges technical and marketing requirements to put sizzle into a product, desire into a promotion or confidence into an interior. Working for Clients and their Customers Designers must reconcile their own standards of aesthetics, quality and ethics with the requirements of the intended commercial purpose of their work. Both designer and client should also consider community values and constraints. Design embodies the full range of problem solving skills from those that are strictly rational, analytical and objective to those that are inspirational, artistic and subjective.** Why AIC | History | Philosophy | Affiliations |
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