Abstract

The problem that is most common in the designer’s world—particularly when a designer wants to make a difference with his work—is the common misconception of the profession: that designers, in most cases, are perceived as decorators, artisans or stylists. Technical skills for designers, like typography, production, drawing, model making, printmaking, and layout have been and still are required in the curricula of design education and also within the design profession. When a designer develops his skills to a passable level, he could differentiate himself by excelling in a certain technique or style of work. In return, designers are hired on the basis of their skills and ‘creative’ capabilities. If a client believes that the design style of a certain designer can be used as a ‘profitable differentiator’ for a business or product, then the designer could make a living on the basis of his or hers skills and creative output. It is precisely the encouragement of this stereotype within the design education and within the industry that prevents genuine development of the design profession. However, a new generation of design researchers might challenge this postulation.