What design can do

Apps on smart­phones, satel­lites in space, urban spaces, and hous­ing devel­op­ments would no longer be con­ceiv­able with­out design. Today, design often builds on empir­i­cal foun­da­tions, draws on and active­ly dri­ves the lat­est sci­en­tif­ic find­ings, and ensures tech­nol­o­gy can be inte­grat­ed into every­day life. Design is empir­i­cal and artis­tic, emo­tion­al and func­tion­al, all at the same time. In short, it is an inter­dis­ci­pli­nary tool that medi­ates between peo­ple, tech­nolo­gies, and sys­tems. Design is ubiq­ui­tous in our dai­ly lives. Because it tends to stay in the back­ground, unper­ceived by us, it makes it more dif­fi­cult to grasp. Yet, few dis­ci­plines are as influ­en­tial in shap­ing a liv­able world of tomorrow.

Design can do a lot of things and more than meets the eye. It shapes our envi­ron­ment so that as many peo­ple as pos­si­ble can under­stand, use, and access it. It opens up new worlds through intu­itive prod­ucts or inter­faces. Whether in apps or in wayfind­ing sys­tems in air­ports, hos­pi­tals, and oth­er pub­lic spaces, design ensures ori­en­ta­tion in an ever-com­plex world by mak­ing infor­ma­tion under­stand­able and struc­tures acces­si­ble. It appeals to emo­tions, pro­motes well­be­ing, cre­ativ­i­ty, and learn­ing, and, in the process, even sup­ports heal­ing. It rec­on­ciles dif­fer­ent inter­ests in pub­lic spaces, mobil­i­ty, and neigh­bor­hoods. Design trans­lates stances into visu­al appear­ances and brands and ensures vis­i­bil­i­ty for val­ues and objec­tives of com­pa­nies, NGOs, and cul­tur­al institutions.

Espe­cial­ly in times of change, good design plays an impor­tant role: It cre­ates con­ti­nu­ity by trans­fer­ring famil­iar ele­ments into new con­texts. Design is the start­ing point for sus­tain­able prod­ucts that con­serve resources, are durable and repairable. Also, it thinks ahead – good design dares to explore new paths, con­nects dis­ci­plines, dri­ves inno­va­tion, and makes futures tangible.

Why do we engage with design, and why should oth­ers, too?

Design can offer acces­si­bil­i­ty through intuition.

We live in a diverse soci­ety: peo­ple of dif­fer­ent ages with diverse lan­guage and cul­tur­al back­grounds live side by side but their needs dif­fer. Prod­ucts, expe­ri­ences, and spaces must be designed in ways that make them acces­si­ble to all. We need design that explains itself and con­sid­ers every­one. Whether it’s fur­ni­ture, apps, or oppor­tu­ni­ties for social engage­ment – intu­itive and inclu­sive design ben­e­fits everyone.

Design enhances ori­en­ta­tion so peo­ple find their way

The world is becom­ing increas­ing­ly com­plex – both dig­i­tal­ly and phys­i­cal­ly. Infor­ma­tion is every­where, yet ori­en­ta­tion is often lack­ing. Design brings struc­ture to chaos: It makes data acces­si­ble by pre­sent­ing infor­ma­tion using col­ors, shapes, sym­bols, or sto­ries. Through maps, dia­grams, or spa­tial design, design cre­ates clar­i­ty and helps peo­ple nav­i­gate the world.

Design appeals to emo­tions to sup­port well-being, heal­ing, cre­ativ­i­ty, and decision-making.

Emo­tions play an essen­tial role in our dai­ly lives. They help us rec­og­nize what feels good or bad, safe or dan­ger­ous. Emo­tions also influ­ence our behav­ior, think­ing, and deci­sions. Design can inten­tion­al­ly evoke emo­tions through col­ors, shapes, sounds, and/or mate­ri­als. It sup­ports cre­ativ­i­ty at work, pro­motes heal­ing and well-being at the hos­pi­tal, and boosts moti­va­tion and con­cen­tra­tion at school or the office.

Design brings togeth­er dif­fer­ent needs.

Whether in cities or rur­al areas, in pub­lic spaces or trains – wher­ev­er peo­ple come togeth­er, they bring dif­fer­ent inter­ests with them. Meet­ing all of them at once is not always easy. Design helps con­nect these needs and build bridges. It cre­ates spaces where every­thing fits togeth­er to make them more liv­able and bring peo­ple together.

Design makes com­pa­nies’ val­ues, goals, and ideas visible.

Suc­cess today means more than just offer­ing good prod­ucts. Peo­ple care about what com­pa­nies stand for. What are their goals and val­ues? How do they treat their employ­ees? Do they pro­tect the envi­ron­ment? All of this con­tributes to a company’s image that is shaped by its brand. Design helps make these val­ues vis­i­ble in the cre­ation of brands and prod­ucts. It shows what defines a com­pa­ny, an NGO, or a cul­tur­al institution.

Design ensures con­ti­nu­ity in an ever-chang­ing world.

The inter­net, arti­fi­cial intel­li­gence, and glob­al­iza­tion – our every­day lives are chang­ing at an incred­i­ble pace. These changes can lead to resis­tance or con­cern. Design helps pre­serve what is famil­iar and devel­op it for the future. It draws on famil­iar forms and ideas to cre­ate new solu­tions that bridge the present and the future. In this way, design con­nects inno­va­tion with people’s every­day expe­ri­ences and makes it eas­i­er to nav­i­gate their chang­ing world.

Design devel­ops resilient prod­ucts that save resources and pro­tect the planet.

Cli­mate change, pol­lu­tion, and human impact on nature affect us all. We are already see­ing the con­se­quences: few­er ani­mal and plant species, dwin­dling raw mate­ri­als, and more extreme weath­er. Act­ing sus­tain­ably is para­mount. Sus­tain­able design focus­es on longevi­ty, reuse, repairabil­i­ty, and recy­cling. It helps iden­ti­fy new envi­ron­men­tal­ly friend­ly mate­ri­als and pro­tect ecosys­tems. Smart design can con­serve resources, reduce emis­sions, and help pro­tect the environment.

Design uncov­ers sur­pris­ing inno­va­tions and solu­tions that rev­o­lu­tion­ize every­day life.

A pro­gres­sive future for peo­ple and the plan­et requires new ideas. Design has the pow­er to rethink prod­ucts from the ground up, and it brings togeth­er experts from diverse fields to do so. This has already led to the cre­ation of entire­ly new prod­ucts and ser­vices such as smart­watch­es, pros­thet­ics, and bike and car shar­ing. Design doesn’t just enable sur­pris­ing solu­tions – it helps make emerg­ing tech­nolo­gies use­ful in dai­ly life.

Design sparks dis­cus­sion and makes the impact of deci­sions tangible.

We are fac­ing major changes: Dig­i­tal­iza­tion and arti­fi­cial intel­li­gence are trans­form­ing our dai­ly work lives, and envi­ron­men­tal issues demand swift action. Design helps us reflect on these chal­lenges before it is too late. It not only presents solu­tions but also pos­es ques­tions: What if…? What could our future look like? Design can spark dis­cus­sion and inspire action – in sci­ence, pol­i­tics, and society.