Mariusz Wszołek

From theory of design to theory for design

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wszolek

Why is social communication a complementary element of contemporary design (practice, education, research)? The short answer is that everything is communication. A slightly longer answer: exist only what is communicated.

At the Design Principles & Practices 2026 Conference (CGS | Rome) I presented a paper entitled “The Relevance of Communication Science in Design Practice and Education” Rome 17.29.36, in which I proposed a shift from a “theory of design” to a “theory for design.”

https://zenodo.org/records/18814106: From theory of design to theory for design

The presentation began with a diagnosis of a fundamental tension in contemporary design: the growing dominance of outcomes over processes and the persistent treatment of design as an autonomous aesthetic practice. I argued that in the face of complex social challenges, design alone is no longer sufficient—yet it remains one of the few practices capable of shaping the future in a responsible way. Designing, therefore, should be understood as a modus operandi of social change, where the designer acts as an animator and moderator of communication processes.

The central thesis of the talk was simple but consequential: every design project is a communication project. Drawing on communication science, I framed it as:

  • a socio-creative framework situating design within culture and communication systems,
  • a theory of negotiating meanings,
  • an interpretive structure organising the design process,
  • a transdisciplinary competence,
  • and a systemic perspective linking cognition, communication, and society.

The proposed model (cognition + communication → society → observer → design) positions design as a practice that offers communication possibilities, introduces cognitive “irritations,” and organises the conditions under which meanings become institutionalised within the social system.

The conclusion emphasised that the goal of design is not to guarantee effectiveness, but to create conditions for awareness, meaning negotiation, and social dissemination. Communication is not an addition to design—it is its foundation.