Do Design

Beauty is often perceived as a luxury or a surface feature, but in reality it has a deeper meaning and the potential to affect every aspect of our lives. The book "Do Design" takes us into a world where design is not just about aesthetics, but about creating things that are meaningful, functional, and of lasting value. The author reminds us that beauty can be present in simplicity, quality, sustainability, or an honest approach to creation. He draws inspiration from nature, history, and craft traditions to show us that beautiful things can not only appeal to us, but also encourage us to live better, more meaningful lives. In today's world full of quickly produced, temporary and superficially crafted products, a return to beauty and to higher value design is more relevant than ever. The author focuses on the idea that design, which is rooted in a deep desire to improve the world around us, brings not only visual pleasures but also a profound connection between people, nature, and the products we use. It is this book that leads us to rethink our relationship with the objects that surround us and challenges us to create and live with respect for true values.

Beauty is often perceived as a surface concept, something that looks appealing at first glance. But in reality it has a much deeper meaning, and this dimension is reflected not only in our feelings, but also in our choices and our lives. Already in ancient Greece, the philosopher Plato argued that beauty and goodness are inextricably linked. We also saw this during the Renaissance, when works of art and architecture such as Michelangelo's David or Brunelleschi's dome in Florence transformed cities into symbols of human excellence and inspiration. The design of beautiful things inspires us and encourages us to become better. For example, when Apple launched the first iPhone in 2007, it was not only a revolution in technology, but also a beautifully designed product that immediately caught the eye with its elegant shape and simple user interface. The beauty of this technology made available features that, without its aesthetic appeal, might have remained unknown to many. Perhaps it could be said that beauty is a kind of invisible force. It influences how we perceive the world around us and leaves an emotional mark on us. Try to think of a place that always calms you - whether it's a mountain range, a quiet park or a historic square with beautiful buildings. This feeling arises not only from the surrounding aesthetics, but also from our innate response to beauty. Research by psychologists has shown that aesthetically appealing environments can increase our creativity and productivity. Therefore, the design and architecture of beautiful spaces, such as libraries, galleries, and parks, not only enhance the environment, but directly impact our performance and satisfaction. For example, the restoration of Barcelona's Park Güell to its original form has brought greater interest in art and architecture among residents and tourists alike. Beauty can motivate us, push us further and help us find meaning. When we create beautiful things or environments, we are creating something that has value beyond simple use - something that completes our lives and makes us more fulfilled.

In today's world, we often look for quantity over quality - we want to produce more quickly, at lower cost and faster production. But there are some places where quality is valued above all else, and it is these products and services that survive longer in our minds. Examples include traditional Japanese ceramics, such as the Raku style, which has retained its pre-eminence over the centuries. Each piece is handmade and unmistakably unique - the makers follow a tradition where every detail must be perfect, even if it means hours of meticulous work. Quality means an investment, but one that will pay us back in the form of satisfaction and durability. In the automotive industry, this principle can be seen in brands such as Rolls-Royce, where every detail is looked at with rigorous attention and where every car goes through a long process of hand finishing. Their cars are renowned for lasting for years and becoming a symbol of quality, often passed down from generation to generation. Design with an emphasis on quality teaches us patience and respect for the materials and time it takes to create something of value. High quality in design is not just about durability; it also involves respect for the craft and knowledge that our predecessors left us. In historic buildings such as the Sacré-Cœur Basilica in Paris, we can feel an emphasis on quality and patience that still amazes with its grandeur today. Products that are made with an emphasis on quality carry a story that speaks to us and creates an emotional bond. It's the feeling you get when you hold a well-made book in your hands, or when you enter an old family business where every object carries a memory and a sense of value. These examples lead us to understand that quality is not only a luxury but also a philosophy of life. Embracing quality over quantity can lead us to a more valuable life where we appreciate every detail and are willing to invest in it. When we prioritize quality, we leave a mark that will last, and we bring beauty and value to everyday life as well.

Simplicity is often the key to excellence. Many of the world's designers and architects have believed that less is more, because simple lines and clean forms allow the true essence to shine through. Consider, for example, the Bauhaus, a modernist school of design that promoted a simple, functional approach and became an icon of minimalist style. Every object, from furniture to architecture, had a clear use, avoiding superfluous decoration and emphasising that beauty lies in simplicity. However, simplicity is not always easy to achieve. It requires patience, thoughtful planning and the ability to pick out what is truly essential. A good example is the legendary design of the iPod, whose simple, intuitive controls have changed the way we perceive electronics. One wheel, one display - all subordinated to maximum functionality without any frills, leading to a revolution in digital product design. The simple design is also easier to understand and more user-friendly. When we open a site like Google, we see a clean, simple design - a logo and a search box, with no superfluous elements to distract us. This approach creates a natural path to the user experience and allows us to intuitively use the product as it was intended. Simplicity in design forces us to think about the essence - what's really important and what can be left out. Companies like Muji follow a philosophy of simplicity and purity, offering products that fit into life without distracting. This approach teaches us that less is often more, and leads us to be more satisfied with less. When we create or use simply designed products, we realize the value of space and balance that simple design offers. It's an invitation to think about what we really need in life - to get rid of the unnecessary and focus on the essentials that bring us real value and harmony.

Sustainability is not just a buzzword, but a principle that should be at the heart of every modern design. At a time when the climate crisis is affecting every aspect of our lives, sustainable design is becoming more than a voluntary choice - it is becoming a necessity. In the past, designers focused on functionality and beauty, but today a third dimension is being added - environmental responsibility. Companies like Patagonia are an example of how quality and ecological values can be combined. Patagonia uses recycled materials and transparently communicates its eco-friendly measures, inspiring other brands to follow suit. However, sustainable design doesn't have to be limited to products. Architecture and urban planning are undergoing fundamental changes where the environmental impact of buildings is increasingly being taken into account. Examples include green roofs and facades, which not only reduce energy consumption but also promote biodiversity in urban areas. In London, the One Central Park building has facades covered with living vegetation, contributing to the urban environment and providing a haven for birds and insects. The materials we use have a big impact on sustainability. Designers like Yves Béhar are committed to using renewable and recyclable materials and reject plastic where possible. This approach not only creates greener products, but also emphasises the longevity of products that customers can cherish and use for years to come. Sustainability also includes transparency throughout the manufacturing process. Consumers today are increasingly informed and expect brands to provide them with insight into the origin of materials and production methods. Brands such as IKEA are progressively incorporating sustainable materials into their production and tracking the environmental impacts of their products, pushing sustainability standards even on a large industrial scale. The challenge for sustainable design is not only to create products that are respectful of nature, but also to educate society about why it is important to care for our planet. Sustainable design represents a vision of the future where beautiful and functional things are not created at the expense of the planet, but in harmony with it - offering us lasting value and a clear conscience.

Handmade art and crafts are proof that beautiful things are made slowly and with a personal touch. In today's technological world, where most things are made by machines, handicrafts have a special value. They are an example of the link between art and practicality, with each piece bearing the unique signature of its maker. For example, in Murano near Venice, where the glassmaking tradition has been cultivated for centuries, local craftsmen produce glass using techniques that have been a family secret for generations. Each object is a work of art that holds a history and a heritage. The handmade work has not only aesthetic but also emotional value. Objects that are created by the hands of a craftsman carry a personal energy and story that automated production cannot replicate. For many, such products are not only functional, but also a source of pleasure and a connection to the past. For example, traditional Celtic rugs or African masks are symbols of culture and identity, and this makes them special to those who own them. Handmade products often use natural materials that are friendly to nature. Artisans value their resources, which leads them to a more environmentally friendly approach. Creating objects from wood, ceramics or textiles without artificial additives and chemicals is not only a way to create beautiful things, but also a way to respect nature. This approach teaches us to value natural resources and reminds us of our responsibility towards the environment. Handicrafts often become family heirlooms that are handed down from generation to generation. They are things that survive the years and are much more than just functional objects for their owners. An example would be old hardwood furniture that has passed through the hands of multiple generations and today has both historical and sentimental value. These objects are part of our stories and a reminder of our past. Handmade and handicrafts, then, remind us of the value of patience, craftsmanship and a personal connection to what we create. In a time when everything is speeding up, it is products like these that are an invitation to slow down and appreciate the value of each hand that contributed to their creation.

Design as a problem-solving process takes beauty to a practical level. When a designer focuses on making their work deliver solutions, aesthetics becomes just one component that supports function and purpose. An example is the famous Japanese engineer Eiji Nakatsu, who faced noise problems when designing the Shinkansen high-speed train when entering the tunnels. Nakatsu found inspiration in nature - specifically in the beak of an osprey, which allows birds to pass silently and smoothly through the water's surface. This idea led to a design for the front of the train that not only reduced noise, but also improved aerodynamics and reduced energy consumption. The problem-solving process requires an open-minded approach to exploring different options and not limiting oneself to conventional solutions. In developing the first Macintosh computer, Steve Jobs and his team faced the challenge of how to create an accessible product for the general public that also looked appealing. This goal led to revolutionary innovations in the user interface, with the Macintosh coming with icons, clickable controls, and intuitive layout of elements that would later become the standard in the computer world. Successful design often relies on thoughtful details that make the user's life easier, even though they may not be directly aware of it. Industrial designer Dieter Rams, the man behind Braun's iconic products, once said that good design is that which is invisible. His products were designed to serve a purpose without unnecessary complication and decoration, allowing users a simple and efficient experience. Design as a problem solver is also evident in urban environments. Architects in Copenhagen noticed that pedestrians and cyclists felt threatened by cars, which limited movement in the city. In response, they created a network of cycle paths separated from the main traffic, which greatly improved safety and motivated residents to use alternative modes of transport. This approach has made Copenhagen one of the world's most cycle-friendly cities. Design is not just about form, but about finding meaning and solutions that actually serve people. Every successful designer knows that the best solutions often come when we focus on how a product or space will make our lives easier and more efficient and enjoyable.

Inspiration from nature is not new to design, but it is still one of the most effective ways to achieve functionality and aesthetic harmony. Nature has gone through millions of years of evolution and refinement of its processes, which is reflected in the form, structure and purpose of all living things. Scientific observation of nature has led to many innovations - for example, the shape of an airplane wing was inspired by the structure of bird wings, allowing for better airflow and stability in the air. One of the most notable examples of biomimicry is Velcro, invented by Swiss engineer George de Mestral in 1941. After hiking, he noticed tiny thistles sticking to his clothes, and upon closer examination, he discovered the structure of the tiny hooks that attach to the fabric. He put this remarkable mechanism into practice and created the Velcro system that we use almost everywhere today. Nature also shows us how to use space efficiently and minimize material waste. An example is the hexagonal honeycomb cells that bees use to store honey. This shape is extremely efficient in terms of space and strength, inspiring architects to design buildings that are not only stable but also material-efficient. This structure has also been used in the design of some modern glass façades that combine strength with a stylish look. Nature also teaches us the importance of symbiosis and ecosystems. For example, cities such as Singapore have taken natural ecosystems as a model in the creation of urban green spaces and vertical gardens. This makes the urban environment more pleasant and healthier for the inhabitants, contributing to a better quality of life and a better relationship between people and nature. Nature-inspired design therefore enables us not only to improve the functionality of our products, but also to contribute to a more harmonious relationship between people and the environment. When we draw on natural forms and processes, we create design that is not only beautiful, but also sustainable and efficient. Nature provides us with an endless source of inspiration that leads us to innovate, enriching our lives with solutions based on natural balance and elegance.

Working with passion and sincerity is the cornerstone of any truly valuable work. When designers put a piece of themselves into their work, the result takes on a character and depth that can be appreciated by everyone who encounters it. This philosophy is evident in many works of art or iconic brands where the creators or founders have imprinted their beliefs into every detail. Case in point, Coco Chanel, who created a fashion house based on her own aesthetic and desire for simplicity and comfort in fashion. Everything she designed reflected her personality and values. Design with sincerity and passion is also evident in the work of Finnish architect Alvar Aalto. Aalto believed that good design must serve people and create an environment where they feel good. His works, such as the famous Savoy vase, are not only beautiful, but also created to promote comfort and an aesthetic that blends with the natural environment. It is this approach that has made him an icon that has changed both architecture and design. Working with sincerity is about rejecting a superficial approach and focusing on what really matters. This approach is deeply rooted in the Japanese philosophy of wabi-sabi, which celebrates beauty in imperfection and naturalness. Designers who follow wabi-sabi emphasize authenticity, simple materials and humility towards the things they create. These elements are part of a design that feels authentic and remains close to the human being. When designers are driven by passion, they tend to go beyond expectations and look for new ways to achieve beauty and functionality. This approach is often challenging, but it is what makes unique and innovative solutions possible. Furniture from designer Hans Wegner, known for his revolutionary armchairs, is proof of how a passion for craft can result in timeless pieces that are both functional and aesthetic. Passion and sincerity in design create a connection between creator and user. When we hold a product in our hands or find ourselves in a space that was created with sincere intention, we feel it. This approach reminds us that design is not just about things, but about the people who use them and the feelings they evoke in us. Design with sincere effort and passion brings us more than just beauty - it brings us meaning.

Beauty isn't just about appearance, it's about the purpose, values and relationships we create with design. Each chapter convinces us that beautiful design is not an accident - it's an intentional effort to create something that brings us joy, a sense of satisfaction, and a connection to our surroundings. The book teaches us to value quality over quantity, to find value in simplicity, and to prioritize sustainability and honesty. Beauty is the key to how we can create things that not only look good, but also serve well and leave a positive impact on the world. Beauty in design is an invitation to reflect, to change the way we consume and create. The author inspires us to realise that our design choices can affect not only our own lives, but also the wider environment and future generations. By choosing beauty in its deepest form, we open the door to a life of meaning, connection and harmony. Do you have feedback for us? We'd love it if you let us know your opinion on our content! Just send an email to feedback@rewio.app with the title of this book in the subject line and share your impressions!