I believe that Kostas Terzidis's critical analysis of language and its origins in the article "Etymology of Design" helps to put the paradox of design into perspective. According to Terzidis, design is the "...process of genesis, emergence, or formation of something to be executed."
The word design traced back to Greek origins come from the past tense of a word pronounced 'eho' which means to have, hold, or possess. From this, Terzidis reasons that design is about "something we once had, but have no longer."
If this is so, why do we still design? Are we trying to recover, recreate, and rework ideas from the past or are we capable to giving rise to completely new or "innovative" ideas?
Thoughts popped up when diving into the definition of innovative; "The act of beginning or introducing something for, or as if for, the first time."
Perhaps perceiving ones ideas as "new" is healthy for the inspiration and creative soul, but there is also no shame in reuniting with ideas from the past and incorporating them into present circumstances.
I believe, as a consumer, it is interesting to take the time to analyze advertised items, keeping in mind the power of loaded words such as "new" "innovative". One can ask if these advertisements speak truth, if similar designs have existed under different names in the past, if the "new" is always a desirable trait. These type of feel good blanket statements may distract from analyzing the quality of the product itself, innovative or not, and erase acknowledgment for those whose ideas from the past inspired the current twist.
Thus, it is very important to keep the syllogism "If something is percieved as such, then it must be such" in mind when playing the part of consumer. That people may be "conditioned" to perceive something untrue is a frightening prospect but can be avoided by maintaining a critical eye. What do the words in advertisements really mean? Do they speak truth? Does it even matter?
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