Design for the real world - Essay Example

DESIGN FOR THE REAL WORLD Introduction Design industry is one of the oldest business concepts of the corporate sector. The origination of the design industry is still being researched by the scholars from various academic fields. In the words of Bucaro (2007), design is included in every work and thought which contributes towards the overall structure and outlook. Industry wise the aspect of design is mostly related to the fashion, media and the construction industry. According to Kline (2010), all these industries are interconnected in some way or other when it comes to design. The concepts, architecture, presentation etc are being formed with inspirations from various existing natural or manmade things. One of the major concerns with design is related to the ethical considerations of the designers and their moral values and responsibilities. Collins and Schultz (2008) noticed that in the contemporary scenario, the motive of the designers is more focused on monetary gains rather than sustainable designs that can be written down in the history. Griseri and Seppala (2010) added that the influencing factors on the design and the designers are also increasing which is causing barriers in the work process. The following essay will analyse the contemporary conditions of the design industry and designers in respect of the ethical considerations. The Contemporary Scenario of Design Industry The advent of the 21st century has turned a new leaf for the design industry. Designing a fabric or a building has become easier because of the exponential growth of information and communication technology (De Cremer and Trenbrunsel, 2011). The evolution of technology became more convenient for the designers as the graphical software and equipments started hitting the market. The calculations for measurement are now being performed automatically reducing the overall time required for completion of an architectural process. The selection of colours can also be performed with graphical interfaces that allow the fashion designers to analyse every pixel and select the most suitable colours for the dresses. These changes are considered to be a blessing for the 21st century designers. However, with benefits also come disadvantages. The primary disadvantage is the growing competition in the industry. Most of the firms needing design requirements are hiring permanent designers for working on their projects which is in a way curving the potential creativity options for the designers (Garsten and Hernes, 2008). The challenges faced by the designers also include the external threats such as the sustainability of the designs against the nature. Customers are expecting a safe apartment that can withstand earthquakes or other incidents such as fire and nice clothes which won’t get spoiled if drenched in rain. These are some of the basic concerns and needs of the consumers but in order to fulfil these fundamental requirements, the cost aspect of the designing process is mounting up by fuelling the competition. In context of ethical concerns, Bonerjee (2009) questioned the moral responsibility of the designers towards the society. A perfect example has been provided by Papanek and Fuller (1972) where the moral responsibility of the advertisers have been questioned when they are trying to create demand for products and services which are not required by the customers with the help of false publicity. This example highlights and criticises the fundamental concepts and guidelines of the marketers and business organisation. According to Carroll (2009), organisations are producing goods and services based on their capability and the profit earning concerns and in between the actual value for society and consumers are lost. For instance, construction and real estate companies are among the most growing segments in the international market place and have created an array of opportunities for designers and architects to reflect their skills in a larger market. However, this race has turned murky as numerous construction scams are being identified across the developed as well as developing regions (Gilbert, 2006). The responsibilities of the designers towards the communities are being questioned in the present context. Not only in case of construction or real estate industry but also the fashion industry is being put under the scanner considering the materials used for making the fabrics and a much higher cause is the cultural ethnicity of the societies. Fox (2007) mentioned that the role of the design engineers in the industry is not directly related to the client base and their requirements. The design engineers more often receive a vague scenario under which they have to made decisions majorly guided by their moral principles. In such situations the lack of specificity in the instruction are also reason behind the management of the ethical concerns. Green and Global Issues in Design Industry Environmental concerns related to any industrial activities are hardly blamed upon the designers of the industry but are mostly directed towards the owners or the management of the concerned organisation (Verbeek, 2002). This reduces the direct indulgence of the designers with the environmentalist groups. Nevertheless, the actual impact of a building or any other design related work process on the natural environment is framed by the designers. Some of the most common green concerns associated with the work of the designers are to ensure the safety of the users, reduce the level of pollution, safeguard the natural environment and manage the waste disposal process (Barney, 2000). Nevertheless, the threats presented to the natural environment are more than the previously mentioned factors. According to the study of Trevino and Nelson (2010), the utilisation of water in the textile industry and the fashion industry has increased by 6.3% in the last decade mainly because of the changes in the nature of production and also because of the high increase in the demand of the products. New fabrics are being designed with better equipments and graphic arts which enhance the cost of production of per unit but also increase the quality of the raw materials being used for making these products. Not only fabrics, other accessories such as shoes, belts, baggage, bags, etc have also enhanced the scope of their market and amplified the production process. The increase in production in this example signifies the growth in the amount of wastage being created as a result. Some of the high end and renowned retailers such as Marks and Spencer’s have employed special design managers in order to help them in creating carbon neutral work and storage process. The real estate industry on the other hand is more concerned with the use of space and the growing population of the world. The ability to provide services to their customers is converting into a tough challenge for the real estate and construction firms. Managing space, ensuring safety, minimising pollution and wastage, etc are some of the fundamental factors which influence the work policies of the construction firm. Critchley (1999) had expressed grave concern over the conversion of water bodies and forest areas into habitats for the people. Critchley (1999) noted that the growing population presents a beneficial opportunity to construction industry designers and hence for providing them houses, the wildlife is being converted into cities and townships. This can be a global issue few years down the line by evolving into one of the major environmental problems. Aspects of Fashion, Graphics and Media Design As reflected by Papanek and Fuller (1972), an article published in the Fortune Magazine had highlighted the coming end of industrial design profession and was highly criticised. However, Papanek and Fuller (1972) analysed that if the traditional methods, roles and responsibilities were to be observed than it can be noted that the industrial design existing today has changed completely. In the present scenario, the designing profession is more engaged in providing customers with products and services which are not actually need but far fragments of wants of the people and society. The nature of operations of the business processes are also mostly controlled by these design masters. It can be considered that the designing of industries are basically founded on the inherent capabilities of the organisations rather than their responsibilities towards the communities. The fashion industry for example has expanded rapidly and in a vast manner. In the contemporary scenario, fashion includes not only textiles and fabrics but also other smaller industries such as tattoo and bigger industries such as lifestyle of people. Heath and Luff (2000) argued that the changes in the designing activities are mainly being pushed by the alternations in the demand of the customers and society. In the existing conditions, the position of an individual is reflected by the clothes, lifestyle, possessions and wealth rather than skills and talent. From a philosophical point of view, the mentioned lifestyle of the society does not direct toward a sustainable natural and ethical condition. The marketers are presenting the expectations of the people are only nudging the people towards their desires by enhancing the attractiveness of their ads with graphical designs (Christensen et al. 2007). It can be noticed that graphical influence on the presentation of media is massive and is an inseparable segment of the prevailing marketing and media industry (Gilbert, 2006). In this aspect, the role of technology is also vital with better imaging products such as Light Emitting Diode or Light Crystal Diode are among the necessary and fundamental items required by the customers. Moreover, the increasing usage of internet has allowed the marketers and designers unlimited access to their customer groups (Fritzsche, 2005). An example cited by Solomon (2004) highlighted how graphical constitutions to media content are necessary for the industrial growth. Solomon (2004) stated that based on a survey of 20 communities spread across USA and UK, it was observed that people like to watch programs which can engage them in some manner and has segments of their interests. Furthermore, 95% of the respondents considered advertisements as vital form of information for products and services. However, Papanek and Fuller (1972) mentioned that people are being confused with advertisements and they are failing to differentiate between their needs and wants. This example also portrays the ethical considerations of the advertisement and marketing processes of firms which are designed not to spread information but with the sole purpose of attracting customers for their products and services. The ethical considerations in the design aspect of the organisations and industry have changed and so have the moral values of the designers (Seitanidi and Crane, 2009). International Market and Marketing of Design: The international market activities of the corporate industry are transforming into singular or individual actions and operations. The concept of a collective industry formation is getting out of practice gradually and hence the industry design profession is gradually diminishing. In the prevailing scenario, the roles and responsibilities of the designers are not only considered to be based on professional growth and development and also are far from the social responsibilities. According to Warr et al. (2001), the international market for designers is solely based on their ability to outshine the competition and make a name for themselves However, often this hardcore survival process takes a turn for the worse. This brings in the concept of brand and publicity for designers. The notion that negative brand publicity does not exist has motivated some designers to follow unethical aspects in their designs, ignoring the social well being. For instance, during the construction of The Shard in London, local groups protested that the height of the building will a problem for other smaller buildings in the area as it was blocking the light (Kibert, 2012). However, the construction was completed anyway ignoring these complaints. It shows that the objective of the designers is to reflect their skills in the international market place and is the most preferred method of marketing their skills. Apart from this, the skills and talent of a designer is also based on their ability to compromise the challenges in a scenario and achieve the desired outcome. Nevertheless as competition is increasing in the market place, the ability of the designers are being used for fulfilling consumer wants irrelevant to the actual cause or process to be applied for the particular work. This increases the relationship of the designers with their customers and helps them in creating word-of-mouth marketing for them in the market place. Ethical Considerations in Design Scholars such as Walker and Jeurissen (2003) and Joyner and Payne (2002) have highly criticised the role of technology for the changes in the profession of industry design and the activities of the respective designers. According to Ferrell and Fraedrich (2014), the primary objective of an industry designer is to evaluate the benefits which can be provided to the society and help the industry in creating them in a sustainable manner. Nevertheless, industries such as entertainment, technology, fashion are being designed on the basis of the organisational objectives and not the consumer benefits. Trevino and Nelson (2010) criticised that changes in the social structure and the lifestyle of the people has accelerated the living process and functions and hence technological development is necessary for adapting to the contemporary scenario. One of the primary functions of industrial designers is to ensure the growth of the industry by designing suitable options for countering the challenges faced by them. Most importantly, the progress of the society is based on the industrial design and its contribution towards the society (Verbeek, 2006). The question of ethical responsibilities of the designers has been analysed by Meikle (2010) in terms of the theories of ethics and morality. One of the primary factors deciding the ethics in any activity is the identification of the righteousness or the intention of doing the correct thing in any particular situation. However, this also reflects the ability of the individual to identify the factors which influences their objective setting process. In context of the designers, the objective setting is mostly related to the nature of operations being performed by the industry or organisation which limits the social considerations (Van Tulder and Kolk, 2001). For instance, technology is considered to be an inherent part of the designing process mainly because of its functionality. However, the use of technology also opens up new aspects for the designers in order to ensure that profit earning notions for the organisation. The implications of the designs are also being measured in terms of profitability which further lags the community benefits. Wenting (2008) stated that the ethicalness of designers are often measured by the potential harm which can be caused by the designed products, services of industry. On the other hand, the intended use of the products is not considered in the decision making processes of the customers. For example, gun was invented for the purpose of personal safety against crime but the intention of use made the difference and converted it into a weapon for conducting criminal activities (Margolin,and Margolin, 2002). Thus, it can be seen that ethical considerations for designers are mainly based on the use of their designs by the customers or the organisations. Drumwright and Murphy (2009) stated that manipulation of designs for benefit of the users is against the code of ethics. As reflected above, the construction industry is one of the best examples for highlighting design manipulations and their implications on the society. Making architectural changes for reaping profits has resulted in breaking down of bridges, apartments and malls in the past which had taken many lives (Warr et al. 2001). In such cases, the architect and other associated groups are blamed but here also the nature of use of the products play a vital role. People like staying in costly apartments with maximum luxury and minimum security for displaying their social position. For example, the Palm Jumeirah Island in Dubai has been built upon a manmade island on the sea bed. However, these residential areas have threats from natural disasters such as earthquake or tsunami but their demand is sky rocketing (Kibert, 2012). It can be observed that the actions and decisions of the designers are further motivated by the need of the consumers and society and hence the ethical manipulations can be solely blamed for the designers. Influence of Moral and Politics on Design The concept of moral values basically means the personal or cultural codes which define the activities of an individual or group (Campbell et al. 2007). The aspect of morality is mainly based on theories and philosophies of ethics. By analysing the actions of designers from the ethical point of view, multiple perceptions can be formed. According to the deontological ethics, the ethical conduct of a person is based on his/her ability to follow rules and the conclusive actions (Mozota, 2002). More specifically, deontology includes the obligations of an individual towards the duty. In this respect, it can be considered that a designer is obliged to fulfil the organisational and industrial requirements. Their actions are based on the guidelines provided by the company and hence they must do their best for fulfilling them. However, the concept of deontology is contradictory to that of other ethical frameworks such as consequentialism, virtue or pragmatic ethics. Although consequentialism and deontology both falls under the category of normative ethics, there analysis and interpretation of ethical conduct differs. Unlike deontology consequentialism focuses on implication of an action and judges the morality of the decisions (De Mozota, 2003). Based on the concept of consequentialism, Griseri and Seppala (2010) stated that the end result of a decision justifies the means used for achieving the outcome. Thus, considering this ethical notion, it can be noted that the activities of designers are to be measured based on their consequences. Under this ethical framework, the contemporary designing industry can be blamed for the changes and instability initiated in the natural and social structure of the world. The aspect of virtue is another essential pillar of the normative ethics. The notion of virtue focuses on anglicising the individual character rather than the consequences or the process of the decision making (Fritzsche, 2005). According to the theory of virtue, the ethical code of a character is responsible for the decisions and actions taken by an individual. With the help of virtue, the profession of designer can be analysed in an individual manner. Solomon (2004) noted that designers in contemporary scenario are more focused on enhancing their brand value and professional careers by fulfilling the organisational needs. However, they are less concerned about the implications of their actions on the community and natural environment. The intention of the designers can be put into question under the ethics of virtue. For instance, behind an erroneous decision the role of personal or group benefits can be identified with virtue. Moving on to the influence of politics on the design industry, the role played by the Government has to be measured. According to Trevino and Nelson (2010), the ability of the governments of nations to act or not to act on any particular design process influences the outcome of the design on the communities. Political corruption is considered as one of the top social immorality in the world (Garsten and Hernes, 2008). Because of the greed of the politicians, many social structures and cultural frameworks have been lost to corporate development. (Fritzsche, 2005) stated that political considerations towards industrial growth has given corporate segment the power to influence the social and national growth. On the other hand, the excessive dominance of governments on corporate sector for economical support has also created a clear path for the corporate segment to implement their designs on the society. Conclusion The practice and profession of design is one of the most integral parts of corporate activities in the contemporary scenario. May it be any industry; design plays a crucial role in the development or fall of an organisation or industry. As observed in the book of Papanek and Fuller (1972), the changes in the environment of society and consumers have driven the designing process away from their ethical considerations and moral responsibilities. On one hand, the designers have to consider their obligations towards their organisation and on the other the social responsibilities. This put the designers in a dilemma of ethics and morality. However, it can be noted that the blame of the changes in the designing practices does not solely rest on the shoulders of the designers but consumers and social structures are also a part of it. Reference List: Barney, D., 2000. Prometheus Wired: The Hope for Democracy in the Age of Network Technology. Vancouver: University of British Columbia Press. Bonerjee, S.B., 2009. CSR: The Good, The Bad & The Ugly. 5th ed. London: Wiley. Bucaro, R. C., 2007. Tackling the ethics question in business. Club Industry. 17(1), pp. 14. Heath, C. and Luff, P., (2000) Technology in Action. Cambridge: Cambridge University Press. Campbell, E. G., Gruen, R. L., Mountford, J., Miller, L. G., Cleary, P. D., and Blumenthal, D. 2007. A national survey of physician–industry relationships.New England Journal of Medicine, 356(17), pp. 1742-1750. Carroll, A.. 2009. Business Ethics: Brief Readings on Vital Topics, 3rd ed. London: Routledge. Christensen, L. J., Peirce, E., Hartman, L. P., Hoffman, W. M., and Carrier, J., 2007. Ethics, CSR, and sustainability education in the Financial Times top 50 global business schools: Baseline data and future research directions. Journal of Business Ethics, 73(4), pp. 347-368. Collins, A. and Schultz, N., 2008. A Review of Ethics for Competitive Intelligence Activities, Competitive Intelligence Review, 7(2), pp. 56-66. De Cremer, D. and Trenbrunsel, D., 2011. Behavioural Business Ethics: Ideas on an Emerging Field, 4th ed. New York: Routledge De Mozota, B. B., 2003. Design management: using design to build brand value and corporate innovation. New York: Skyhorse Publishing Inc.. Drumwright, M. E., and Murphy, P. E., 2009. The current state of advertising ethics: Industry and academic perspectives. Journal of Advertising, 38(1), pp. 83-108. Ferrell, O. C., and Fraedrich, J., 2014. Business ethics: Ethical decision making & cases. Boston: Cengage learning. Fox, J., 2007. Approaching managerial ethical standards in Croatia's hotel industry. International Journal of Contemporary Hospitality Management. 12(1),pp. 70-74. Fritzsche, D. J., 2005. Business Ethics: A Global & Managerial Perspective. New York: Irwin Professional Pub. Garsten, C. and Hernes, T., 2008. Ethical Dilemmas in management, 7th ed. London: Routledge. Gilbert, D., 2006. Ethics through Corporate Strategy. 2nd ed. London: Oxford University Press Griseri, P. and Seppala, N., 2010. Business Ethics and CSR. 4th ed. New York: Wiley Joyner, B. E., and Payne, D., 2002. Evolution and implementation: A study of values, business ethics and corporate social responsibility. Journal of Business Ethics, 41(4), pp. 297-311. Kibert, C. J., 2012. Sustainable construction: green building design and delivery. New York: John Wiley & Sons. Kline, J., 2010. Ethics for International Decision-Making in a Global Political Economy. 6th ed. London: Routledge. Margolin, V.,and Margolin, S., 2002. A “social model” of design: Issues of practice and research. Design issues, 18(4), pp. 24-30. Meikle, J., 2010. Twentieth century limited: Industrial design in America 1925-1939. Philadelphia: Temple University Press. Mozota, B. B., 2002. Design and competitive edge: A model for design management excellence in European SMEs1. Academic Review, 2(1), pp. 88-103. Papanek, V., and Fuller, R. B., 1972. Design for the real world (p. 22). London: Thames and Hudson. Critchley, S,. 1999. The Ethics of Deconstruction: Derrida and Levinas. Edinburgh: Edinburgh University Press. Seitanidi, M. M., and Crane, A., 2009. Implementing CSR through partnerships: Understanding the selection, design and institutionalisation of nonprofit-business partnerships. Journal of business ethics, 85(2), pp. 413-429. Solomon, R. C., 2003. Victims of circumstances? A defense of virtue ethics in business. Business Ethics Quarterly, 13(01), 43-62. Solomon, R. C., 2004. Aristotle, ethics and business organizations.Organization Studies, 25(6), pp. 1021-1043. Trevino, L. K., and Nelson, K. A., 2010. Managing business ethics. New York: John Wiley & Sons. Van Tulder, R., and Kolk, A., 2001. Multinationality and corporate ethics: Codes of conduct in the sporting goods industry. Journal of International Business Studies, pp. 267-283. Verbeek, P. P., 2006. Materializing morality design ethics and technological mediation. Science, Technology & Human Values, 31(3), pp. 361-380. Verbeek, P. P. 2002. Pragmatism and pragmata: Bioethics and the technological mediation of experience. In Pragmatist ethics for a technological culture, ed. J. Keulartz, M. Schermer, M. Korthals, and T. Swierstra, pp. 119-23. Dordrecht, the Netherlands: Kluwer. Walker, R., and Jeurissen, R., 2003. E-based solutions to support intercultural business ethics instruction: An exploratory approach in course design and delivery. Journal of Business Ethics, 48(1), pp. 113-126. Warr, P. B.,et al. 2001. International review of industrial and organizational psychology. Age, 16. Wenting, R., 2008. Spinoff dynamics and the spatial formation of the fashion design industry, 1858–2005. Journal of Economic Geography, 8(5), pp. 593-614. Read More