Mr. Dubberly’s “Design In the Age of Biology” presents a compelling argument that there is a significant paradigm shift in the world of design, and more particularly in how design thinking is evolving. The postulation that design is moving from a more technical model to a more organic, collaborative and service oriented model resonates clearly with me. In particular, I have seen this kind of thinking in interactive media projects where collective design thinking and problem-solving is typically encouraged, and the success of a particular website or software is not determined by a designer or designers working in a vacuum, but rather by a group of individuals of diverse talents and backgrounds coming together as a collective.
The shift, however, is gradual and ongoing. There is plenty of strictly mechanical work taking place on a day-to-day basis. There are also plenty of forward-thinking individuals who have embraced design thinking and sustainable design practices in multiple industries. And as the graphic design industry continues to mature, the day will come when it will evolve from a trade to a profession. This evolution can only happen as more critical thinking takes place around the larger role that design plays in our society and our responsibility as designers to understand the consequences of our design decisions.