Essay 1

'Although on the surface the nature of design may appear to be relatively inconsequential, it might well be said to play a formative role in the history of capitalism and, in turn, in the social expression of capitalist practices.’

Steven Miles’s book; Consumerism as a way of life quotes 'Although on the surface the nature of design may appear to be relatively inconsequential, it might well be said to play a formative role in the history of capitalism and, in turn, in the social expression of capitalist practices.’ This quote contains a moral that can be completely agreed with. After some research it can be shown that capitalism and design are very closely paired.

A breadth of authors have considered design in capitalist practice, for instance Stephen Heller quotes “Good design, we believe can be the most profitable way to spend a marketing budget… It can make your product disappear off the shelf instead of disappearing into it. And as more competitive products become more and more alike, a good package can become a packaged goods best point of difference.” (Stephen Heller, 2003, Citizen Designer, New York City, Allworth publications). This quote shows that design is used for profit of big corporations, if design is well done it will persuade the consumer to buy it. Surely if design makes your product sell then no expense should be spared. Branding of a product is key for capitalism. What does design have to do to sell a product?For starters, an iconic logo or ad campaign to catch your audiences attention is vital in selling a product.

But is the secret to every big corporations success good design? It is no secret that companies pay big money for ‘good design’. Nowadays design is used mainly to benefit profits of a company, weather it be the branding of a product or an advertising campaign. this branding strategy can completely change society’s perception on the brand. Stephen Heller also stated “Designers operate in a world where the creation of wealth is a prime motivation” (Stephen Heller, 2003, Citizen Designer, New York City, Allworth publications). This shows that although design benefits companies it is not always good for the rest of society. Design is meant to be for aesthetic purposes, but has been changed for profit making schemes. 

Many designers would argue that good design’s motives are not that of profit, but the best design is primarily about the aesthetics. For example the modernist approach to design is not about consumers taste and it's not dictated by the market. The principles of modernism were against commercialism, greed and cheapness. This idea proves that capitalist practices have completely changed traditional design morals, as Ralph Waldo Emerson stated "Doing well is the result of doing good. That's what capitalism is all about.” (Robert E. Freer Jr., 2010, Citadel Values II: Essays For Contemplation, USA, University Press Of America). It is arguable weather capitalism can be considered a negative thing, but it has always been controversial. 

The concept of ‘form follows function’ is significant in the link between design and capitalist practices “Design aesthetics and the function of the design are always going to be closely linked. People want to buy good design and good design can make people want to buy things. It's the combination that's powerful. I have now reunited them in the term ‘beautily’ the convergence of ethics and aesthetics” (Stephen Heller, 2003, Citizen Designers, New York City, Allworth publications) This shows the two ideas have always worked in a partnership, and although followings like modernism try and get to the pure form of design, in a way design needs capitalist practices in order to thrive in this day in age. It is part of the society we operate in, from this side of the argument it can be decided that design needs capitalist practices in order to thrive. 

Stephen Miles stated “Design is indeed socially, politically, and economically constructed and constructed in such a fashion that the cultural condition that is perpetuated is perceived to be a natural one.” (Stephen Miles, 1998, Consumerism as a way of life, London, Sage Publications). This quote states that capitalism is a manmade thing and controlled in a profitable way. Design and capitalism have always been linked together. Some people believe this a good thing, others believe it's not so good. One thing is for sure that design can greatly benefit capitalist practices weather this is for the good of society or not. This quote seems to imply that capitalism is a negative thing but strongly agrees with the fact that the two things are closely linked. 

Relating closely to Steven Miles’ quote about design appearing relatively inconsiquential, 

Jennifer Daniel said in her talk on design is capitalism she states that ‘design is neutral’ “when they say design what they really mean is money” in her opinion she says that design has been bent and manipulated to aid capitalist practices. This claim shows that design seems to have lost its morals it once followed. Design is less about being aesthetically pleasing and more about being profitable. Design without capitalism is not half as important as when they work together.

Design together with consumerism have shaped our modern society, Nigel whitely stated “Many would argue that consumer led design not only manipulates people and makes them dissatisfied but encourages them to be excessively materialistic as well.” (Nigel Whitely, 1993, Design for Society, London, Reaktion Books). Although capitalist practices can be said to be a bad thing for society but our society has become so accustomed to it that life has become a matter of what we consume, we always require the latest products to achieve happiness or to show power as a status symbol.

In conclusion it can be decided that design needed by capitalism but also design needs capitalism, this means they have no choice but to be closed linked. This is controversial as many people believe that design shouldn't be based around profit, but it is obvious that good design sells.