While going through some underused reference materials I found this reference to the Danish Design Centre’s four levels of commitment that clients have to design.
Design is inconspicuous and performed by untrained/non-professional staff. User’s needs and points of view are not considered. This is decoration by amateurs.
- Design is Styling
Design is only considered for the final product. It may be completed by designers, but non-professionals are primarily responsible for the direction of the project. “Let’s give this to a graphic artist to make it pretty.”
- Design as Process
Design is viewed as a work method, and design principles/approaches are employed from the earliest stages. Solutions are driven by end-user requirements.
- Design as Innovation
The designer collaborates with client executives in adopting innovative approaches to substantial parts of their business. Design processes are used to articulate the company’s vision to impact all aspects of the client’s products or services. Experience branding.