Design: "utility enhanced by significance"

From Presentation Zen’s review of Daniel Pink’s A Whole New Mind:

To many business people, design is something you spread on the surface, it’s like icing on a cake. It’s nice, but not mission-critical. But this is not design to me, this is more akin to “decoration.” Decoration, for better or worse, is noticeable, for example — sometimes enjoyable, sometimes irritating — but it is unmistakably *there.* However, sometimes the best designs are so well done that “the design” of it is never even noticed consciously by the observer/user, such as the design of a book or signage in an airport (i.e., we take conscious note of the messages which the design helped make utterly clear, but not the color palette, typography, concept, etc.). One thing is for sure, design is not something that’s merely on the surface, superficial and lacking depth. Rather it is something which goes “soul deep.”

“It is easy to dismiss design — to relegate it to mere ornament, the prettifying of places and objects to disguise their banality,” Says Pink. “But that is a serious misunderstanding of what design is and why it matters.” Pink is absolutely right. Design is fundamentally a whole-minded aptitude, or as he says, “utility enhanced by significance.”

From presentationzen.com.

~ by linoleumjet on September 5, 2006.