Design can be influenced by number of things, and should be observed merely as a part of a much larger concept imperceptible to the general public. To find an alternative way to describe this, perhaps one could use the "Butterfly Effect" theory - an expression that some meteorologists began using when trying to explain the unpredictability of the weather. According to the theory, "if a butterfly flaps its wings in Brazil, it can set of a tornado in Texas". I can argue that the same goes with design. Design in any form is just a manifestation of a greater idea with preconceived objective(s), and nothing neither starts nor ends with it.


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Gjoko Muratovski, a PhD scholar at the University of South Australia, is design and communication strategist with international professional and educational experience whose expertise lies in the areas of strategic brand management, contemporary propaganda and design management.