Design has different meanings. In every day life, “design” refers to the pleasant shape of things. It is a superficial term, cosmetic rather than structural in its meaning. And that’s fine. When designers talk about “design”, they refer to how a product or service works rather than how it looks. Designers, among themselves a highly heterogeneous audience, have a more structural, sometimes even moral understanding of how products are built. The difference in use can lead to a lot of misunderstandings. When talking to a client, it is key to specify what kind of design you are referring to to avoid debates of → Taste.
iA creates digital products. We run small design studios in Tokyo, Berlin, and Zurich that serve great clients around the globe. Subscribe to our newsletter to receive brief summaries of our articles and interviews.