The Research On The "Soul" Of The Design

Since 1970 s,the design industry has paid more and more attention to the ethics of design,including the moral responsibility which designers and enterprises should shoulder.Of course,these ideas directly benefited from the influence of the American designer Victor Papanak.In 90 s,the organic involvement of design ethics into the design management and design practice became an inevitable trend.The principle of "responsible design",which is responsible for people,society and environment,has been paid more and more attention.The significance of design ethics is not about expressing ideas,but about planning ahead with a clear purpose and meeting the real needs of human society by inspiring designers and enterprise to use humane technology.Furthermore,it points to the practice and needing putting into practice.Practice may not make the ideal becomes reality,but it is likely to bring the improvement,and prove the conscience and insight of the designers and enterprises.Design ethics should be a kind of applied ethics,trying to manage the way to make ethics in commercial design can be manipulated.Apple Inc.is the most representative in the field of product design nowadays.As a matter of fact,the design of Apple in recent years has been carried out within the framework of sustainable development basically.The exploration of Apple about the bonding point and the suitable points of entry between social responsibility and corporate interests is worth learning.In addition,the brand operation is no longer only focus on product design,while user experience has been paid more attention.Nowadays the key of making a brand outstanding is not only its products but a complete experience it creates for the users.The “soul” of the design,which can be traced to the moral design and belongs to the design ethics,is moral planning around the design behavior and process.The “soul” of the design,as the consideration factor of the value of design,go throughout the entire design from the formulation of design idea,to the process of design and implementation,and then to the design results.What's more,it does has an important role to play in inspection and evaluation.The purpose of this study is to enable the designer to recognize the necessity of the design ethics in the design,so as to clarify the responsibility.Taken as a case study,the Apple Corp Apple Corp's success is not just rely on a single product,software or system,but also rely on a huge chain of ecological system through the analysis of design practice of Apple in recent years.The research on the principles and specific factors of design ethics and the application to the Apple let the masses fully realize how the design ethics works in the design of Apple and sum up some ideas and inspiration of Apple design about ethics application through the specific performance of design ethics in the design of Apple.On this basis,the paper reviews the ethical gains and losses in the practice of Apple Corp,analyzes the deficiencies of the Apple Corp in the field of design ethics,and hopes to provide some theoretical methods for the research of the design and research.The one who can cultivate their own core competitiveness by learning the experience of advanced enterprises can survive healthily and develop consistently in the fierce competition.