The Culture of Design by Guy Julier: Contemporary Design Analysis

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Do you agree or disagree with the authors view of contemporary design?
In the essay, I am going to analyse the text from the second edition of “The culture of design” by Guy Julier and answer if I agree or disagree with the author’s view of contemporary design. The book features a well-written account on how the world of design has been influenced over the years and offers a unique overview of design practice in contemporary culture and society. It explores the different interpretations of the term “design culture” and Julier uses a series of case-studies to illustrate his points. I will be evaluating his opinions and thoughts on design and the growth of the industry as they arise in the book and conclude my opinion at the end of the
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An article about the importance of branding reads “brands were invented to protect consumers, not to exploit them. Initially they served as a visual badge which guaranteed a certain level of quality and simplified customer choice” (Gieske, n.d, Page 7). We can learn from this how branding helped consumer to choose between products and represent its quality. Today branding is often used to increase the value of products, and less importance is played on the quality.

The role of the designer in this book is describes as “the creation of value” (Julier,2008, Page 14). What Julier means by this is that the designer is who creates the value of the product through their originality and creativity. They can also add value by considering social, cultural, environmental and political aspects to their work. The creation of design is influenced by the availability of resources and development of technology. This statement indicates that Julier believes the art lies within creating value for design rather than physically being able to manufacture it. One could disagree with this and believe that manufacturing is a vital part of the designer’s considerations.

Chapter 2 begins with analytical data to prove the growth of design in Europe. “Since the mid 1980’s there has been an increasing interest in measuring the size, structure and impact of design profession in particular and the creative professions in general on the wider economy of

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