DDW-prep: What exactly is design?

When you ask ten people about what design is, you'll likely get ten different answers, and they could all be correct. Design is everywhere, underlying almost everything you see and experience, including products, buildings, services, and interactions. Someone has thought about a problem or need and designed something for it—sometimes with varying success. Either way, design is much more versatile than most people think. To prepare you for Dutch Design Week, we'll explain what makes good design special and consider some less obvious forms of design

What do we mean by design?

We mentioned earlier that design comes in various forms, including graphic design, speculative design, industrial design, fashion design, architecture, and social design. And this is far from comprehensive, but no one likes lengthy lists. Essentially, design is about creating something with intention, where form and function enhance each other. This goes beyond making something beautiful. Designers look at the impact of a design in the broadest sense of the word with questions like: What problem does it solve? What does it add to the world? How can people use it? And how sustainable is it? This doesn’t mean that design always has to be incredibly useful and practical. It can also astonish us, provoke thought, or provide an experience. Art and design are closely related for a reason.

An ode to the design process

A good design rarely comes out of nowhere; it follows a careful process. Design thinking begins with identifying and analyzing a need or challenge, uncovering the underlying questions, and exploring existing solutions and systems. This year's DDW theme, REAL UNREAL, revolves around questioning everything we take for granted and exploring the various perspectives and 'truths' in our society. Such an open and critical outlook is essential for designers. Only when you clearly define the challenge can you think of a solution. The creation of a solution also rarely happens in one go. Designers often develop different scenarios and concepts, test them in practice, and refine their designs gradually. This is what makes Dutch Design Week so enjoyable: you get a glimpse behind the scenes and discover how extraordinary projects come to life.

The human as a starting point

Good design prioritizes the needs of the end user. This is evident in examples such as the user-friendly interface of a mobile phone, the comfortable design of a couch, or the thoughtful layout of a building. However, some types of design go even further. Take social design, for instance, which focuses on creating solutions for complex social issues by understanding what motivates or hinders people. Social designers tackle challenges like addiction, loneliness, energy transition, and racism, which are known as 'wicked problems' due to their multi-faceted nature and the need for systemic change. To learn more about social design, you can explore organizations like Foundation We Are and Kelderman and van Noort during this DDW.

What if we...?

Speculative design is another approach to addressing big challenges. It is also a form of design that many people are still unfamiliar with, which is why we are giving it special attention. Speculative design revolves around 'what if?' questions. It examines future problems or solutions as if they are already a reality. Sometimes as a thought experiment, sometimes by making a scenario tangible. For instance, envisioning the mass production of fruits and vegetables in 2050 using 4D printers, or considering the societal impact of surveillance drones. By elaborating on such speculations in as much detail as possible, designers reveal both the impact and the pain points and opportunities of scenarios. Do you also want to look into the future during this DDW and let your imagination be sparked by speculative design? Then definitely visit Klokgebouw, where you can find plenty of examples.

The ethical responsibility of designers

If you have made it this far, we hope we have already convinced you that design can have a significant impact. Designers make the impossible possible and create a new reality. They influence how people behave, as well as the impact we have on nature and climate. This brings great responsibilities. Therefore, a good designer is always aware of the ethical dimension. Think for instance of issues surrounding sustainability and inclusivity: themes that you often encounter at this DDW. For instance, at the Embassy of Inclusive Society at Ketelhuisplein.

Experience it yourself!

We could write volumes about the essence and power of design, but honestly, you shouldn't just read about what design is; you should experience it for yourself. So go ahead, grab that wristband, and immerse yourself in the wonderful world of design at Dutch Design Week!