Good design is universal but rarely requested

Universal design is a term used to describe designs that take into consideration everyone: all ages and abilities. Alternative phrases include "Design for All" or "Inclusive Design". They are different terms with the same meaning: design intended for a range of end users resulting in products suitable for the largest possible market. Why then, do clients rarely request a "universal" design approach as part of their brief? Unfortunately lack of knowledge of the subject plays a big part. As a design discipline, universal Design has been around for some time. Pioneers such as Smart Design, who created the OXO - Good Grips range of cooking utensils, have helped create great products that are comfortable to hold and easy to use whether held by children, able bodied adults or older people with arthritis. The age of marketeers (who generally commission design) may also be a factor. The typical 20-30 year old marketing executive in charge of a brand has a particular outlook on life based on their own experiences and they tend to favour the 18-25yr old market sector: it’s a "sexy" area to work in. However Good-Grips prove well designed products can also be stylish and desirable. The demographics are also changing and in the UK we have an ageing population and the fastest growing market sectors with the highest disposable income are "empty nesters" and the grey market: consumers whose children have left home and the retired. Perception that inclusive products are tantamount to "medical aids" is perhaps the biggest misnomer. We are not talking about devices for putting on socks or aids for getting in and out of the bath: this is a different subject altogether. Did you know the bendy drinking straw was designed so patients in hospital could drink without having to tip the cup? Or that the "swing-bin" was conceived as a self-closing lid for single-handed or wheelchair users. Both are now mainstream products with a much wider market because they work for everyone. At Minima we are continually evolving our processes to provide universal design. These include simple methods for gaining empathy with users. For example, we simulate the sight of people with impaired vision by wearing scratched goggles and wear tight rubber gloves to reduce tactile ability and stiffen joints. We use exercises like these to help understand consumer issues and later to help judge the effectiveness of the end result. It is also essential to gather consumer feedback so at the Technology Centre in Framlingham we have the developed facilities to run user groups and see for ourselves how people of all ages and abilities use products. Over the years the design community has pushed the importance of a universal approach and slowly the message is getting through. What is needed are more companies who recognise the value it can bring to their business and to formalise it in their marketing strategy. At some time we’ll all reach the age when "falling over" is described as "having a fall" and we’ll be loyal to those companies and brands that produce products we can still use. Alastair Kingsland Design Director – Minima Design, The Technology Centre, Framlingham and British Design Innovation – East of England Regional Board, Director. Tel: 01728 727000 Email: alastair@minima.co.uk www.minima.co.uk