Humanity-centred design-defining the emerging paradigm in design education and practice

Abstract

Product Design has been defined by several different paradigms as it has evolved to meet the needs and desires of people and in as new ways for companies to market products to consumers. As the needs and desires of people are now increasingly met by products at all price points in consumer societies companies need to embrace a new paradigm which will enable them to differentiate their products from the competition. In addition to the need for a new differentiation strategy for marketing purposes, people are also increasingly aware of both the limited and depleting natural resources of the planet and the prevalence of inequality and poverty present in the world. A paradigm is emerging which enables companies to address all the above simultaneously. This paradigm and approach to designing products is referred to here as Humanity-Centred Design in intentional reference to the User-Centred Design and Human-Centred Design methodologies which have been used by designers for the last 25 years. In this emerging paradigm there is a greater focus on designing products which are not only sustainable, but also actively contribute to the alleviation of poverty in all forms and promote human development and wellbeing worldwide, treating humanity as one global society. This paradigm is being taught to students of Product Design at Buckinghamshire New University to ensure that they are prepared to design products for the newest and future generations and the greatest proportion of consumers.