On Design
Design – abridged definition (Oxford English Dictionary)
- To mark out; to plan, purpose, intend…
- A plan conceived in the mind, of something to be done…
- Adaption of means to end…
Every human is a designer. Many also earn their living by design – in every field that warrants pause, and careful consideration, between the conceiving of an action and fashioning of means to carry it out, and an estimation of its effects.
Above is the opening paragraph from Norman Potter’s book What is a designer – first published in 1969. Why is a debate about design valuable today and what has changed? There is one thing that remains constant, and that is a designer is design is still a very different practice from that of an art. A designer focusses their actions in response to a situation, need or client directive – a commission. An artist on the other hand generates their work from within – often working without specific direction or directive. Inspirations, references and situations can be overlap between the two disciplines. But they are two delicately different disciplines.
Metamorphosis and Serial States
Contemporary design education assesses students through a system of review. Observing the creative process as a whole rather than focusing singularly on the outcome or final proposal. A successful creative journey is informed by a detailed contextual research, testing, regular review and further development. This results in a ‘designed’ solution underpinned by a disciplined, linear creative process. Yet in professional environments the delivery of the ‘vision’ (or end product) without context or research is commonplace. Presentations (to clients) will provide ‘context’ for a proposal but often elect not present the whole creative journey. Perhaps the whole creative journey undermines the integrity of the ‘vision’ – therefore to focus singularly on the point of arrival portrays a more successful ‘solution’ – and as discussed prior design is about solution, art is not.
Within the discipline of art the process is predominantly transparent, clearly informed by a creative journey. Where Picasso worked on an idea in printmaking or painting, he repeatedly reworked a single motif across multiple progressive stages to track how an idea evolves. His ideas, process and approach was documented and exposed for all to see – not privately archived as a designer!
… … …
Further reference:
- Ed Melanie Dodd – Spacial Practices, Modes of Action and Engagement with the City – Routledge – 2020
- Gyorgy Kepes – Education of Vision – George Brazillier Inc – 1965
- Norman Potter – What is a designer: things. places. messages – Studio Vista – 1969
- Ed Jan van Toorn – Design Beyond Design – critical reflection and the practice of visual communication – Jan van Eyck Akademie Editions – 1998
… … …
© Carl Middleton – July 2026.
… … …
graphic designers in taunton
graphic designers in somerset
top graphic designers in taunton
award winning graphic designers in taunton
where can I find a good graphic designer in taunton?
#wayfinding #wayfindingstrategy #wayfindingsomerset #carlmiddleton #studiob
Wayfinding companies in Taunton
Wayfinding Somerset
Wayfinding strategies
NHS Hospital Wayfinding strategy
Way finding and signage in taunton