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Hello, good lookin'

It's easy to see that attractive things are preferred but less easy to see that they can work better

Role of design in evoking emotion and creating a strong connection with the consumer. (Clockwise from above left) The Alessi PSJS Juicer, design by Philippe Starck; Olivetti Valentine Typewriter, design by Ettore Sottsass (1969); Dualit Toaster, desi
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Role of design in evoking emotion and creating a strong connection with the consumer. (Clockwise from above left) The Alessi PSJS Juicer, design by Philippe Starck; Olivetti Valentine Typewriter, design by Ettore Sottsass (1969); Dualit Toaster, desi

Itu Chaudhuri
In the popular mind, for longer than we can remember, the role of designers has been to make beautiful things. 
Understandably so. Up until the 19th century, the word design meant a “pattern”, to decorate, or manufacture utilitarian objects, such as a Wedgwood china teapot or a brass surahi from a “manufactory” in Moradabad. Even today, the qualifier “designer”, applied to, say, a water faucet, promises us a sleeker or otherwise more beautiful version of its “undesigned” poor cousin. 

For much of the 20th century, too, design was tasked with the higher-order concern of influencing our visual culture with manufactured objects,