Making design work better
"Design is about fulfillment," says JohnPaul Kusz, president of JP Kusz, Ltd., and a leading authority on sustainable design.
"When you look at it that way and you look at the social ramifications of what we make and how that effects people, part of it is positive and part of it is negative," Kusz continues. "We looked at the positive and, now, we're looking at the negative and trying to make the negative go away and still retain and enhance the positive side of design. That's comprehensive design. That's making design work and work better than it has been working in the past."
Kusz believes that design needs to start asking questions like: "What are the implications of doing anything that has the potential to reach 100% of a market? How does that change the way we think as business people, as designers, as the suppliers of the products that we put out there? How do we change the nature of fulfillment when we think of the marketplace as that scale of market?"