re-imgainging as an act of design

As I am re-reading Designing Design for my class, I came to the following passage from the first chapter, What is Design?, of the book.

Today’s designers are beginning to realize that endless possibilities for design lie dormant not just in the new situations brought on by technology, but also in the common circumstances of our daily lives. Creation of novel things is not the only creativity. The sensibility that allows one to rediscover the unknown in the familiar is equally creative. We hold a great accumulation of culture in our own hands, yet we remain unaware of its value. The ability to make use of these cultural assets as a virgin resource is no less creative than the ability to produce something out of nothing. Beneath our feet lies a gigantic, untouched vein of ore. Just as simply donning sunglasses makes the world look fresher to us, there is an unlimited number of ways of looking at things, and most of them haven’t been discovered yet. To awaken and activate those new ways of perceiving things is to enrich our cognitive faculty, and this relates to the enrichment of the relationship between objects and human beings. Design is not the act of amazing an audience with the novelty of forms or materials; it is the originality that repeatedly extracts astounding ideas from the crevices of the very commonness of everyday life. Designers who have inherited the legacy of modernism and shoulder the new century have gradually begun to explore their consciousness of that fact.

Well said.

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