In chapters 1 - 8 Heskett sets out to explain, in brief, the history of design. Then goes on to explain the different applications to which design is utilized. In chapter 9 Heskett explains the context to which design is used. He breaks down the three contexts in this order. Design as an organization, design as a business practice and design as it is used in governmental bodies.
The problem, Heskett explains, with design organizations is the diverse roles in the design field. Design is such a broad term and industry it is difficult to create an organization that would embody all aspects of design. There are, however, organizations that focus on the singular aspects in design. The American Institute of Graphic Arts (AIGA), for example is an organization devoted to design in the field of graphics.
Another problem in talking about design organizations is the level at which design functions in our society. In some cases design is a separate function in a company or can be part of the core process. Heskett uses IBM as an example of a company that has, for years, maintained direct control over the design of their products. In contrast the Japanese company Matsushita gives this control to specific divisions within the company.
Heskett next turns his attention to companies using several examples of how companies utilize design. Mercedes sets long term design goals, in that, all their cars should maintain a universal look to be recognizable from generation to generation, where as, companies such as Chrysler continuously redesigns their automobiles based on market trends.
Heskett gives two good examples of different roles design has played in companies. Using Sony and Chrysler he explains how the former has always maintained a standard in the design of their products and how the latter only utilized design as a response to a crisis. In the 1990's Chrysler turned to It's Vice-President for design, Tom Gale and thus brought the role of design into the decision making process, which helped turn the company around.
In the role of design in government Heskett talks about how systems in government can benefit from the design process. He talks about mercantilism, which is the act of promoting exports from a country and restricting imports. In doing so a country can bring in more capital than it spends. The problem though is now countries are in direct competition with each other. Design again can be utilized to promote an advantage over other countries. Heskett uses France, which is the leader in luxury products, as an example of this promotion.
Many countries have developed a design policy or organization to help in decision making. In the UK after World War II, the government developed the Design Council as a way to promote exports. Heskett explains, however, this was a complete failure, in that, two decades later the UK went into deficit in regards to trade. In other countries similar organizations have been successful. In the Netherlands the Design Institute has, as Heskett says, "has become one of the most dynamic focal points anywhere for the debate and initiatives about the role of design in modern society."
One interesting point Heskett makes in chapter 9 is how the United States doesn't have, nor, see any value in such design organizations. Heskett says, "The reasons for this situation are complex, but in part lie in an economic mindset that regards design as something superficial." After World War II, however, Japan utilized such design organizations during its reconstruction, proving the value such organizations have in policy making.
In chapter 10 Heskett talks about the future of design. One of the overall themes of our Design 200 class has been about the role of design, not as a trade but as a process. Heskett talks about this very idea in Chapter 10. With the role of design becoming more vital to rethinking how systems are set up, the role of the designer is changing. There will always be a need for a designer to produce tangible products or communications but, the process used by designers can be used to design better schools for poor communities. These processes are being used today in third world countries where designers are coming up with new and innovative ways to solve basic problems, and thus making health care, education and basic needs more accessible
Heskett finishes out chapter 10 by posing a question and says, "In considering the role of design in the future, therefore, a major question requiring an answer is whether designers will be merely technocrats, devoting their skills to the highest commercial bidder without consideration of the ends they serve. Or is there instead a dimension of social and environmental purpose requiring acknowledgement in their work." This is the real question. What role will design play in the future?
I think, overall, this book was a great way to open up the discussion of what design is. It makes a very good argument as to why design is so misunderstood in our society, the role that design takes and the role that design should play. I really enjoyed reading this book and can see why it was assigned to us.
