Design and Design Research: The Conflict between the Principles in Design Education and Practices in Industry

By Gjoko Muratovski.

Published by The Design Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

The problem that is most common in the designer’s world—particularly when a designer wants to make a difference with his work—is the common misconception of the profession: that designers, in most cases, are perceived as decorators, artisans or stylists. Technical skills for designers, like typography, production, drawing, model making, printmaking, and layout have been and still are required in the curricula of design education and also within the design profession. When a designer develops his skills to a passable level, he could differentiate himself by excelling in a certain technique or style of work. In return, designers are hired on the basis of their skills and ‘creative’ capabilities. If a client believes that the design style of a certain designer can be used as a ‘profitable differentiator’ for a business or product, then the designer could make a living on the basis of his or hers skills and creative output.
It is precisely the encouragement of this stereotype within the design education and within the industry that prevents genuine development of the design profession. However, a new generation of design researchers might challenge this postulation.

Keywords: Design Research, Design Practice, Design Management, Design Leadership, Design Education

Design Principles and Practices: An International Journal, Volume 4, Issue 2, pp.377-386. Article: Print (Spiral Bound). Article: Electronic (PDF File; 613.169KB).

Dr. Gjoko Muratovski

PhD Candidate, School of Art, Architecture and Design, Universty of South Australia, Adelaide, South Australia, Australia

Gjoko Muratovski is a PhD scholar, with over 15 years of multidisciplinary design experience and expert knowledge of branding and corporate identity development. His professional and educational experience spans from Europe and Asia, to Australia. Throughout the years, he has been working on a multitude of diverse projects: from developing and promoting new segment of the Greenpeace brand (The Greenpeace Design Awards), managing an international CSR Campaign for Toyota, designing the brand identity for a new political party, to preparing a case study on Nation Branding for the Government of the Republic of Macedonia. In addition to this, he has taught subjects on Design and Style at the Accademia Italiana and Design Research Methods at the University of South Australia. He is also a recipient of numerous scholarship awards and merit based prizes. Gjoko is currently a Course Coordinator and Lecturer in Visual Communication Design at the School of Art, Architecture and Design - University of South Australia.

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