What is design?
A book report, of sorts. DRAFT
John Heskett’s Design: A Very Short Introduction, published in 2005, offers a concise exploration of how design shapes the world around us—encompassing everything from the look of everyday objects to the systems and processes that organize modern societies.
He crafts the following sentence found in Chapter 1: What is design? to highlight the problem presented by the word itself:
Heskett uses this playful, self-referential quote to highlight the layered meanings of “design.” In his explanation, he shows that the word “design” isn’t confined to one definition but can be interpreted in at least four distinct ways:
Design as a Field or Discipline
This definition sees design as the entire area of study and practice. It encompasses the theories, principles, and cultural values that inform how problems are approached and solved. In this sense, “design” refers to the broad domain that integrates art, science, and technology.
Design as an Activity or Process
As a verb, “design” is about the act of designing. This is the dynamic, iterative process—researching, brainstorming, sketching, prototyping, and refining ideas. It’s the creative journey that takes a concept from an abstract notion to a workable plan.
Design as a Plan or Blueprint
Here, “design” denotes the concrete plan or specification. It’s the detailed sketch, diagram, or model that lays out how something should be constructed or executed. This blueprint guides the production and implementation phases.
Design as the Final Outcome or Artifact
Finally, “design” now refers to the finished product—the tangible or digital artifact that results from the entire process. Whether it’s a building, a piece of furniture, or an app interface, this is the end result that embodies the vision and efforts of the designer.
This first chapter highlights the iterative nature of design, describing that design isn’t a one-off event but a continuous process where each creation sparks new ideas and further refinements. This perspective challenges the notion of a finished product, suggesting that every design decision lays the groundwork for future innovation.
Heskett also portrays designers as innovators who not only solve immediate problems but also influence broader systems and cultural practices. He leaves us with design as an evolving journey—one where every iteration both completes and opens up new possibilities, continuously reshaping our environment.
Broadening the four definitions…
As a discipline…
How might design be creating the vision of the future?
As a process…
How might design make our social fabric stronger?
As a blueprint…
How might design for the holistic well-being of humanity?
As an artifact…
How might design shape dynamic and interconnected systems?
(Examples planned for each, TBD)
About John Heskett
John Heskett (1937–2014) was an important figure in design, though not in the sense of being a headline-grabbing practitioner like some star architects or product designers. Instead, his significance lies in the depth and clarity he brought to understanding design’s broader contexts—historical, cultural, economic, and social.
Heskett was one of the early scholars to treat design not just as an aesthetic endeavor but as a cultural and economic force, tracing how and why products, systems, and services evolve over time. His writing highlighted how design decisions shape brand identity, user experience, and, ultimately, a company’s bottom line—a perspective that helped pave the way for modern “design thinking” approaches in the corporate world. Heskett emphasized the importance of historical and theoretical knowledge alongside practical skill—helping designers see beyond style to the broader implications of their work.
What’s your definition of design? Let’s connect and discuss!
