The Valorised Designer

The article explains the 6 types of designers that exist today and how design students can fall into each one of these categories. Whiteley forms the idea of the Valorised designer, which he believes that every design student should become.

The article also explains how Design Education system has failed its students. The distinction between theory and practice has slackened, and students are no longer engaged in practical side of design as well as the theoretical side.

As a teacher of design himself, Nigel Whitely believes that due to cultural changes etc the true meaning of design has been lost, and that a new model for a new type of designer must be developed.

Although it is necessary that designer are still trained in techinical skills used for the studio, skills must also be taught of theoretical teaching.

The types of designers Whitley focuses on are, The Formalised Designer, The Theorised Designer, The Politicised Designer, The Consumerised Designer, The Technologised Designer and finally, The Valorised Designer.

The Consumerised Designer is said to be the most common model in design education, and the designer is taught about the skills and methods that they will need when working in a particular business/industry.

The priorities of the consumerised designer are 'redesigning, remodelling and revamping. This methods keep the economy dynamic. The consumerised model is conformist - this means that the designer is someone who is adding to the clutter and debris of our society, corrupting the youth and our society. Instead of the designer being used as a problem solver, they actaully become a problem producer.

The Valorised designer is the new model that Whitley wants design education to follow. Students should be independantly-minded, creative, who bring flair, understanding and sensitivity to design and who are also concerned for society. Society should be seen as a responsibility to the designer and just not concered with the company that you are being employed at.

The designer should be similar to a medical student, in the way that you have to be aware of your responsibility to society, rather than the short term benefits of making a profit.

The awareness of values is critical, and must steer away from the negative role of design in promoting consumerist systems and values.

The New Academy will ensure that design students will receive a true education and learn to become good citizens of design and be aware of their responsibility to society. Designers are those that control communication and the way that it is designed and shown throughout the world is up to the designer.