A Sense of Design: The Embedded Motives of Nature, Culture, and Future - Principia Designae: Pre-Design, Design, and Post-Design - page 40

sense activates intuition (or insight) as an underlying subconscious motivation.
With regard to the relationship between a person and society, it is assumed that the
resonation of an inner sense with a socially embedded sense is a core motivation for
design. In other words, a socially embedded sense can trigger design from the inner
sense of the subconscious mind. In this chapter, the notion of a “design sense”
represents this resonance in organic activity.
To discuss these issues, we propose a paradigm of advanced design that involves
phases of Pre-Design, Design, and Post-Design (Taura 2014 ). This paradigm can
help us reach our intention of understanding the essential property of the
Pre-Design phase and the social motive needed to change the “design discourse”
of the future. Specifically, challenging actions by academics are encouraged. Some
critical embedded problems of conventional design are extracted and replaced as
social motives by considering conceptual roots.
By considering the relationships among the Pre-Design, Design, and Post-
Design phases (Editorial Board of IJDCI 2013 ; Taura 2014 ), the state of society
is determined from a “design creativity” perspective. Additionally, a mechanism to
accelerate the motivation of design for advancing society can be identified by
recognizing the internalized driving force of social motives. The priority should
not be requests by industrial society for a definition of design. Rather, design should
be understood as a creative cognitive process that characterizes humans. Neverthe-
less, this does not imply that industry is not important: industry is part of the social
system, the meaning of advanced design must include the role of industry, and
identifying advanced design as an autonomous system is an important step toward
the future. In other words, industry is one organ of a holistic system organized with
a future-minded sense of grand design.
4.1.2 Senses of Nature, Culture, and Future
Human creativity involves three basic senses—nature, culture, and future—which
characterize humans. Those basic senses underlie human cognition. In other words,
they are the embedded senses of humans and society represented as abstract
concepts. For instance, image schemas are understood to represent an embedded,
unconscious sense of nature (Johnson 1987 ; Lakoff 1987 ). To identify a new
meaning of creativity that drives advanced design, this chapter focuses on the
abstract concepts that represent the human senses of nature, culture, and future.
What is the sense of nature? This chapter views the sense of nature as a social
motive stimulus that activates design from the human subconscious. Thus, the sense
of nature is a typical example that explains the structure of the Pre-Design phase.
The second section of this chapter demonstrates how intangible information in
society is enhanced through deep emotions stirred by simple messages rather than
by a large number of analytical reports concerning the environmental crisis (this
issue is discussed in Sect. 4.2 ) .