What is good design?
This is the question that has haunted the design community for decades. Whenever the conversation comes up, the “eye of the beholder” argument shuts it down. Someone says that good design is design that “works,” and someone else adds that the arbiter of “what works” is the individual user. At this point everyone nods and the conversation ends. But the question is never fully put to rest.
I believe there’s a more universal answer. It’s this: Good design does not depend so much on the eye of the beholder, but on a combination of aesthetics and ethics. Good design is design that exhibits virtues. What virtues? You know, good old human virtues like generosity, courage, diligence, honesty, substance, clarity, curiosity, thriftiness, helpfulness, and wit. By contrast, bad design exhibits human vices like selfishness, fear, laziness, deceit, pettiness, confusion, apathy, wastefulness, harmfulness, and stupidity.
In other words, we want the same things from design that we want from our fellow humans. When we combine ethical virtues with aesthetic virtues, we get good design. The ancient Greeks framed this ideal in the context of knowing, making, and doing: “To know truth. To make beauty. To do good.” Apple’s Steve Jobs framed it this way: “Design is the soul of a man-made creation.”
Soul, like beauty, is one of those evanescent qualities that disappears under the microscope, but it’s clearly visible when you meet it on the street. It’s a quality that’s been missing in a 20th-century business tradition that overvalues narrow, short-term success, and undervalues broad, long-term success. Sumantra Ghoshal, a global business leader and author, called corporate business “under- socialized and one-dimensional.” He said that spreadsheet management has only led to resentful customers, dispirited employees, and a divided society.
Why would this change? Because it has to. In an era when customers are not only omnipotent but omniscient, when over-production leads to an ecological box canyon, a selfish focus on the bottom line is bad design. Good design, in contrast, is a new management model that deliberately includes a moral dimension. It’s a model that not only serves shareholders but employees, customers, partners, and communities. For the first time since the Industrial Age, successful businesses will be designful businesses. They’ll combine knowing, making, and doing to strive for truth, beauty, and the public good. At last, the bottom line will begin to trace the shape of who we want to be.
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From Marty Neumeier's The Designful Company.
You can download Part 2 of the book here.
