But the designer bubble burst during the 50s and 60s when designers began to be looked upon as tools of capitalist society till they redefined their role in the 70s as developers of culture and lifestyle. Today:
"The word "design" has a lot of different meanings when people think of design they think of an artefact that's been designed well such as a chair, a car or a building. Or they thin1k of design as style or fashionThe term "design thinking" has gained popularity because it makes it easier for those outside the design industry to focus the idea of design as a way of thinking about solving problems, a way of creating strategy by experiencing it rather than keeping it an intellectual exercise, and a way of creating and capturing value"2
Design consultant Linda Naiman states that, "The revolution taking place in design - as it emerges from its traditional role of serving commerce - to a role of leading, shaping and directing the way we live and work, presents tremendous opportunities" For the purpose of this paper we will focus on the definition, "Design is the thought process comprising the creation of an entity," Archer too saw design as a complex and shared rational logical sequential activity that would solve problems and bring innovation and change.
Today designing is a skill required by architects, fashion designers, urban architects, products and industrial design, engineers, landscape designers, the automobile industry and interior decorators. But the culture of design has been with us from the stone age when man first began to create tools to shape and control his environment but these primary inventions happened in a disorganized and an unplanned way. Designer thinking today by contrast blends aesthetics as well as ergonomics to improve our lifestyle and develop culture. The great architect and designer Charles Eames, Lawson states,
" the culture of design was greater then the creation of a new chair. It was part of a much bigger socio-cultural process of 'adding valuethrough an injection of creative individualism that distinguished designer goods' frommass production." 3 And so Nike and Yves Sainte Loraine were born as virtual personality cults of Design Culture.
Since designers redefined their role as the developers of culture they had a wide scope since, "culture should be regarded as the set of distinctive spiritual, material, intellectual and emotional features of society it encompassesart literature, lifestylesvalue systems traditions and beliefs." 43Today from being just architects or product refiners and innovators, designers are the definers of good taste, better lifestyles and efficiency in diverse fields, all of which embrace the designer culture that was vigorously promoted by advertising companies as a key international marketing strategy in