When people speak about design, they think about the visual form, aesthetics and style. For decades, designers have been celebrated by the artistic community and found their home in fashion houses and advertising agencies.
But in recent years, there has been a shift.
The business world has awoken to design principles and today, design has become a core element in innovation processes. Business consultancies are now at the forefront in bringing this capability to their corporate clients.
But why now?
What changed in the last decade?
Why is design suddenly the hot, new buzzword among the digerati?
Designers would argue that design was never just about the stylistic or the artistic, but that design was always equal parts form and function, a creative process that negotiated between constraints and objectives. It was society that forgot this and emphasized only one side.