Visual and Material Culture: Course

Designers as innovation leaders

Cohen Pnina, Dr., Semester 1, Sunday, 14:30-16:00
Ever since the 90's of the 20th century, the classic definition of design has evolved and expanded its original disciplinary boundaries, followed by an increasing trend to include designers in key management positions as innovation and business development leaders within organizations. In this mode, "WHY" has become a fundamental question within the designing process, as design rarely stands for itself and is entwined in a wider perspective of structural change. Changes in visual communication are always bounded in a marketing context that is tied to a wider economic, social, technological and cultural context. Untying and decoding those ties and links demands designers to ask "WHY?" They are required to deeply observe their clients and customers, to be familiar with social trends and competitive discourse as well as to the physical and emotional needs of their end consumers. Designers who reveal the "WHY" are equipped with a deeper understanding regarding the wider context of their design work and have a better potential to lead meaningful change and innovation.