The article aims to demonstrate that criticism and the resulting verification of a design goal can serve as a design tool. It indicates that design is currently discussed within two discourses: academic, isolated from the public, and lifestyle, shaped based on lifestyle magazines. As much as the academic discourse focusses on finding new areas of interest for industrial design, slightly discredited by the overproduction crisis, the lifestyle discourse is oriented towards content based on visuality and commercial potential of designs. The author is interested in the discrepancy between these narratives. He notices that the academic discourse enhances the expectation of realism, to which the lifestyle discourse responds by replacing the matter-of-fact content with associations and imaginations based on visuality (for instance, by emphasising the craft-like character with comments about the designer’s drill clothing). Due to this disconnect, the designer is expected to do more than produce – they are required to be substantive. Criticism as a tool in the design process assumes its consistency and community. It allows to engage the recipients and informs accountability for design decisions. The author suggests critical writing about design, assessing the purposefulness of designs, rather than their seemingly objective values. Critical participation in the design process is also working towards the future – it is a didactic tool as well.
Keywords: design criticism, design tools, substantiveness, discourse, design process