Modern design used to describe influential design pieces produced in the modern or contemporary age. In the years following the design boom of the 1990s, consumers have developed an increasingly discerning eye for design. As times change, consumer minds change, the world we live in is changing due to our activities and as it changes we need to adapt our lifestyles to compensate. Every day new products from every corner of the world make their way into the market. But good design is not just an expression of designers and companies. The quality of the design also plays an important role, as it creates added value for companies and consumers. So how do we define good design? I think it can probably be determined through comparison. Design as non-verbal brand communication. “Design is what connects creativity and innovation. It shapes ideas to become practical and attractive propositions for users or customers. Design can be described as creativity employed for a specific purpose.” by Sir George Cox.The design process always begins with the identification and analysis of a problem or requirement and proceeds until the best solution is found. It's about meeting real needs, creating products that people want or require. A designer should be provided with as much relevant information as possible about the client's product requirements to create the best design solution. The customer can be a manufacturer, a design company or the end user. Guy Julier provides an important contemporary account of how design disciplines act and interact in the world in "The Culture of Design." In chapter 4, he discusses the more conservative conception of design in what has been called "high design" and the maneuvers of the avant-garde in design to media...... middle of paper ......oduct, we experience both the sign, is the object from which the sign refers. Although Baudrilled was critical of consumerism, his theory revealed how an individual's possessions could be used to paint complex pictures of his or her desires and tastes. A product is a sign, but the characteristics of that product and its individual components are also signs. People access the meaning of signs by comparing them to other signs within the same system. With growing concern over the world's overproduction and resource use, a migration towards the inconspicuous, lightweight and intangible is beginning. The product may satisfy owners' concerns by not being seen. Design isn't just about the application of technology, form and functionality - it's about people and understanding their behavior. Perhaps this is where we can locate the essence of designing for the unexpected.