Defining design

What's design?

Some people think design is a piece of art such as a sculpture, but Waters says it can also be a beautiful piece of engineering.

"The definition of design is complicated," Waters says.

What's a good design?

Designers shouldn't just think about shape and colour, but also about the materials and technology that they are going to use. Most importantly, they have to think about the consumers, how their product will be used and how it will change and improve life.

What's a bad design?

When people get an idea they use it in making objects such as cooker and coffee maker look different. However, Waters says, they don't realise that they're just changing the packaging.

"These are designs, but not top-level design ideas."

The two most important questions designers should always ask themselves:

Who am I designing for?

What is it for?

"When there's a real problem or a real opportunity, that's when designers should come along and create something that helps improve people's life."

For instance, if you're designing something as simple as a trashcan, you need to work out some ideas:

"Designers always need to juggle these different things. They have to be able to look at these different aspects and see how they can be balanced. Designers should be good problem solvers."

The definition of design

It's about words like innovation.

It's about new ideas, forms and shapes.

It's about aesthetics,

It's about the material and how it is manufactured.

And, most importantly, it's about sustainability.

Here are some more design points:

Reflection

"Every designer must make sure that his or her product does not have an adverse effect on the economy, the country's social aspects and, more importantly, the ecological side of things."

Also owners should be proud of owning the product.

"A good example of this is the iPod. Most people who use the iPod are quite proud of owning it. Besides, the iPod is a great example of good design, it's innovative. The iPod came along when people were pirating music. The CEO of Apple was able to negotiate a music-downloading deal with a recording company and that changed the way people listen to music now."

Care

A lot of designers and manufacturers just don't care enough about the products they design. For example, they may use cheap plastic, which is not nice to touch or use.

"The job of the designer is to look at all these aspects and really care about the product - care about who's going to use it, how it's going to be made, distributed and recycled.

"This is what design is all about."

Note: Northumbria University is in Newcastle, UK, and has 31,5000 students, including 3,200 from 135 countries. Alumni include iMac and iPod designer Jonathan Ive and fashion designer Scott Henshall.

The university's Thailand office is located in the Home Place Building, 9th floor, Sukhumvit Soi 55. For more information, call (02) 712 7159, (02) 712 7176, (02) 712 7338 or e-mail admin@northumbria-asia.com.

By Rojana Manowalailao

The Nation