Design: A Very Short Introduction Very Short Introductions are for anyone wanting a stimulating and accessible way in to a new subject. They are written by experts, and have been published in more than 25 languages worldwide. The series began in 1995, and now represents a wide variety of topics in history, philosophy, religion, science, and the humanities. Over the next few years it will grow to a library of around 200 volumes – a Very Short Introduction to everything from ancient Egypt and Indian philosophy to conceptual art and cosmology. Very Short Introductions available now: ANARCHISM Colin Ward CHOICE THEORY ANCIENT EGYPT Ian Shaw Michael Allingham ANCIENT PHILOSOPHY CHRISTIAN ART Beth Williamson Julia Annas CHRISTIANITY Linda Woodhead ANCIENT WARFARE CLASSICS Mary Beard and Harry Sidebottom John Henderson THE ANGLO-SAXON AGE CLAUSEWITZ Michael Howard John Blair THE COLD WAR Robert McMahon ANIMAL RIGHTS CONSCIOUSNESS David DeGrazia Susan Blackmore ARCHAEOLOGY Paul Bahn Continental Philosophy ARCHITECTURE Simon Critchley Andrew Ballantyne COSMOLOGY Peter Coles ARISTOTLE Jonathan Barnes CRYPTOGRAPHY ART HISTORY Dana Arnold Fred Piper and Sean Murphy ART THEORY DADA AND SURREALISM Cynthia Freeland David Hopkins THE HISTORY OF Darwin Jonathan Howard ASTRONOMY Michael Hoskin Democracy Bernard Crick Atheism Julian Baggini DESCARTES Tom Sorell Augustine Henry Chadwick DESIGN John Heskett BARTHES Jonathan Culler DINOSAURS David Norman THE BIBLE John Riches DREAMING J. Allan Hobson BRITISH POLITICS DRUGS Leslie Iversen Anthony Wright THE EARTH Martin Redfern Buddha Michael Carrithers EGYPTIAN MYTH Geraldine Pinch BUDDHISM Damien Keown EIGHTEENTH-CENTURY BUDDHIST ETHICS BRITAIN Paul Langford Damien Keown EMOTION Dylan Evans CAPITALISM James Fulcher EMPIRE Stephen Howe THE CELTS Barry Cunliffe ENGELS Terrell Carver Ethics Simon Blackburn MEDICAL ETHICS Tony Hope The European Union MEDIEVAL BRITAIN John Pinder John Gillingham and Ralph A. Griffiths EVOLUTION MODERN ART David Cottington Brian and Deborah Charlesworth MODERN IRELAND Senia Pasˇeta FASCISM Kevin Passmore MOLECULES Philip Ball FOUCAULT Gary Gutting MUSIC Nicholas Cook THE FRENCH REVOLUTION Myth Robert A. Segal William Doyle NIETZSCHE Michael Tanner FREE WILL Thomas Pink NINETEENTH-CENTURY Freud Anthony Storr BRITAIN Christopher Harvie and Galileo Stillman Drake H. C. G. Matthew Gandhi Bhikhu Parekh NORTHERN IRELAND GLOBALIZATION Manfred Steger Marc Mulholland GLOBAL WARMING Mark Maslin PARTICLE PHYSICS Habermas James Gordon Frank Close Finlayson paul E. P. Sanders HEGEL Peter Singer Philosophy Edward Craig HEIDEGGER Michael Inwood PHILOSOPHY OF SCIENCE HIEROGLYPHS Penelope Wilson Samir Okasha HINDUISM Kim Knott PLATO Julia Annas HISTORY John H. Arnold POLITICS Kenneth Minogue HOBBES Richard Tuck POLITICAL PHILOSOPHY HUME A. J. Ayer David Miller IDEOLOGY Michael Freeden POSTCOLONIALISM Indian Philosophy Robert Young Sue Hamilton POSTMODERNISM Intelligence Ian J. Deary Christopher Butler ISLAM Malise Ruthven POSTSTRUCTURALISM JUDAISM Norman Solomon Catherine Belsey Jung Anthony Stevens PREHISTORY Chris Gosden KAFKA Ritchie Robertson PRESOCRATIC PHILOSOPHY KANT Roger Scruton Catherine Osborne KIERKEGAARD Patrick Gardiner Psychology Gillian Butler and THE KORAN Michael Cook Freda McManus LINGUISTICS Peter Matthews QUANTUM THEORY LITERARY THEORY John Polkinghorne Jonathan Culler RENAISSANCE ART LOCKE John Dunn Geraldine A. Johnson LOGIC Graham Priest ROMAN BRITAIN MACHIAVELLI Quentin Skinner Peter Salway MARX Peter Singer ROUSSEAU Robert Wokler MATHEMATICS Timothy Gowers RUSSELL A. C. Grayling RUSSIAN LITERATURE SOCIOLOGY Steve Bruce Catriona Kelly Socrates C. C. W. Taylor THE RUSSIAN REVOLUTION THE SPANISH CIVIL WAR S. A. Smith Helen Graham SCHIZOPHRENIA SPINOZA Roger Scruton Chris Frith and Eve Johnstone STUART BRITAIN John Morrill SCHOPENHAUER TERRORISM Charles Townshend Christopher Janaway THEOLOGY David F. Ford SHAKESPEARE THE TUDORS John Guy Germaine Greer TWENTIETH-CENTURY SOCIAL AND CULTURAL BRITAIN Kenneth O. Morgan ANTHROPOLOGY Wittgenstein A. C. Grayling John Monaghan and Peter Just WORLD MUSIC Philip Bohlman Available soon: AFRICAN HISTORY HIROSHIMA B. R. Tomlinson John Parker and Richard Rathbone HUMAN EVOLUTION THE BRAIN Michael O’Shea Bernard Wood CHAOS Leonard Smith INTERNATIONAL RELATIONS CITIZENSHIP Richard Bellamy Paul Wilkinson CLASSICAL ARCHITECTURE JAZZ Brian Morton Robert Tavernor MANDELA Tom Lodge CLONING Arlene Judith Klotzko THE MARQUIS DE SADE CONTEMPORARY ART John Phillips Julian Stallabrass THE MIND Martin Davies THE CRUSADES NATIONALISM Steven Grosby Christopher Tyerman PERCEPTION Richard Gregory THE DEAD SEA SCROLLS PHILOSOPHY OF RELIGION Timothy Lim Jack Copeland and Derrida Simon Glendinning Diane Proudfoot ECONOMICS Partha Dasgupta PHOTOGRAPHY Steve Edwards THE ELEMENTS Philip Ball THE RAJ Denis Judd THE END OF THE WORLD THE RENAISSANCE Bill McGuire Jerry Brotton EXISTENTIALISM Thomas Flynn ROMAN EMPIRE FEMINISM Margaret Walters Christopher Kelly THE FIRST WORLD WAR SARTRE Christina Howells Michael Howard TIME Leofranc Holford-Strevens FOSSILS Keith Thomson TRAGEDY Adrian Poole FUNDAMENTALISM THE TWENTIETH CENTURY Malise Ruthven Martin Conway For more information visit our web site www.oup.co.uk/vsi John Heskett DESIGN A Very Short Introduction 1 3 Great Clarendon Street, Oxford ox2 6dp Oxford University Press is a department of the University of Oxford. It furthers the University’s objective of excellence in research, scholarship, and education by publishing worldwide in Oxford New York Auckland Cape Town Dar es Salaam Hong Kong Karachi Kuala Lumpur Madrid Melbourne Mexico City Nairobi New Delhi Shanghai Taipei Toronto With offices in Argentina Austria Brazil Chile Czech Republic France Greece Guatemala Hungary Italy Japan Poland Portugal Singapore South Korea Switzerland Thailand Turkey Ukraine Vietnam Oxford is a registered trade mark of Oxford University Press in the UK and in certain other countries Published in the United States by Oxford University Press Inc., New York © John Heskett 2002 The moral rights of the author have been asserted Database right Oxford University Press (maker) First published in hardback 2002 First published in paperback 2003 First published as a Very Short Introduction 2005 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, without the prior permission in writing of Oxford University Press, or as expressly permitted by law, or under terms agreed with the appropriate reprographics rights organizations. Enquiries concerning reproduction outside the scope of the above should be sent to the Rights Department, Oxford University Press, at the address above You must not circulate this book in any other binding or cover and you must impose this same condition on any acquirer British Library Cataloguing in Publication Data Data available Library of Congress Cataloging in Publication Data Data available Typeset by RefineCatch Ltd, Bungay, Suffolk Printed in Great Britain by TJ International Ltd., Padstow, Cornwall ISBN 0–19–285446–1 978–0–19–285446–9 1 3 5 7 9 10 8 6 4 2 To Pamela This page intentionally left blank Contents List of illustrations xi 1 What is design? 1 2 The historical evolution of design 8 3 Utility and significance 24 4 Objects 37 5 Communications 55 6 Environments 68 7 Identities 84 8 Systems 97 9 Contexts 112 10 Futures 129 Further reading 137 Index 143