It is planning: the planning as objectively as possible of everything that goes to make up the surroundings and atmosphere in which men live today. … it’s planning done without preconceived notions of style, attempting only to give each thing it’s logical structure and proper material, and in consequence it’s logical form. … An object should now be judged by whether it has a form consistent with its use, whether the material fits the construction and the production costs, whether the individual parts are logically fitted together. It is therefore a question of coherence.
— Bruno Munari, Design as Art
Viya's Note
Written in 1966, this definition still applies to product design today.
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Objective planning for humans in their surroundings
To design well, we must see the world through the user’s eyes. If we’re building a banking app, we need to know how and where people check their balances—on the train, in a noisy café, late at night. The solution should fit their real context, not just our assumptions. -
Create logical form without preconceived notions of style
Color, font, and spacing are not decorations; they serve a purpose. For instance, a button should stand out because it’s important, not because we like blue. The style follows the function. Good design means the user never wonders, “What does this do?” The answer is clear from the form. -
Coherence in form, use, material, and cost
Every part should work together. The words on the screen, the way the app responds, the cost to build it, and the business goals. Hmm, is there a product Ikigai? If the copy says “fast and simple,” but the app is slow, the parts don’t cohere. True design is when everything feels right together, like pieces of a puzzle.
Another definitions I like by Saul Bass:
Design is thinking made visual.
What's design for me?
Design is planning an experience for users to achieve their outcomes in a clear form, with logical reasons and aesthetic standards. There is a purpose in every detail.
So, what's a designer?
Someone who practices and masters the craft of shaping purposeful, coherent experiences for users. A designer isn’t just an artist or decorator; they’re a problem solver who makes thinking visible and purposeful in every choice.