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THE PROCESS OF DESIGNING

Designing is a complex and largely intuitive activity. Within individual limitations we

Early humans exercised control over their environment by designing solutions to problems they encountered in their day to day existence. 

It is often argued that the ability of humans, to design and make tools for hunting and agriculture was largely the result of trial and error. Another school of thought suggests this activity was the result of our unique ability to think, analyze, reflect and act.

The reality is that humans have been remarkably successful in developing and refining their ability to design and make countless products which have the potential to improve their quality of life. We also have the ability to develop products which destroy life. 

Every product design has potential social, environmental and moral repercussions. 

The conflict between the advantages we gain if we get things right and the penalties which result if we get things wrong, is one which should occupy all responsible designers.

Human Needs

All design activity is driven by some need or opportunity. Abraham Maslow an American psychologist argued that each person has a hierarchy of needs that must be satisfied, ranging from basic physiological requirements to safety, love, esteem, and, finally, self-actualization. As each need is satisfied, the next higher level in the emotional hierarchy dominates conscious functioning.

Maslows hierarchy of needs. 

What this means is that the lower order needs such as hunger and thirst must be satisfied before any real time and energy can be devoted to meeting the higher order needs.

Within developed countries most of our basic needs have been met and most product design takes place as a result of  needs or opportunities for product development or improvement which address the higher order needs.

For instance the concept of what is 'fashionable' relates to the higher order needs such as self esteem. These needs are not necessary for our survival and as such are potentially wasteful. The resources used to satisfy them could have been saved for more basic needs.

The realisation that people will change what they wear and use before they are worn out has not been lost on designers and manufacturers. Many products are designed with built in obsolescence in the knowledge that people will always want to own the latest style of mobile phone or wear the latest designer clothes.

Ownership of sophisticated hi-fi equipment or powerful cars reflect the same kind of need (or vanity).

The Design Cycle

The design process or design cycle starts with the perception of one of these 'hierarchical needs'. This can result from a number of sources:

In each case the client will provide the designer with a 'design brief' and the designers first task is to explore the design brief provided. In most cases the client may have a very clear understanding of their needs but it may be necessary in some cases to discuss the brief in order to develop a full understanding of the needs of the client.