Design touches everything we do. It surrounds us on every level, in the things we use, smell, taste, experience, hear and see. Consider what you hold in your hand in a day – a cup, a pencil, your toothbrush, the remote control – they have all been designed. Even our cellphones; not only a marvel of technological design, but all the content within each phone – the apps, websites, adverts and social media – were designed for your use or entertainment.

In essence, there are two broad areas of design. Solution-driven design born out of identifying problems, seeking to solve them with eureka moments or by studying why things are not working as they should and improving them, and aesthetic design that helps to elevate and enlighten us as sensory human beings, through emotional or physical artistry.


Solution-driven design requires empathy and compassionate intelligence, acquired knowledge through research and investigation, and experimentation with materials or processes to achieve outcomes. This type of design can help an individual or a few people, or it can change the quality of life of an entire community, create a whole industry or impact millions of lives. It can be transformative, life-saving or life-enhancing, and helps push forward a modern society, in the hope that we can make a better world.

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