Everyone knows what design should aspire to: good design. It’s a catch-all phrase that rolls easy on the tongue and sounds pleasing to the ear. No wonder this has become the profession’s holy grail for all, from the consumer to the client, and even the critic. An industry of design awards have been created around it; Some even have it in their names.
But what exactly is “good design”? Probe deeper and it doesn’t sit so comfortably after all. What may be good design for a business may not be good for the environment. What looks good to you may not be to others. “Good design” turns out to be loaded with subjective values. No surprise then that what we consider “good” today emerged from a post-war movement led by New York City’s Museum of Modern Art to equate all things “modernist” as “Good Design”.