The art of design
We can consider that being rational, conscious, and free, designers are therefore a creative and projective agency. Their practice operates within the practical implications of conceiving the practice of virtues in relation to the competitive reality of design practice in which virtues can easily be dismissed or washed out. Can designers practice virtues when design is considered from the viewpoint of business and profit? We might be skeptical, in a Kantian way, with the idea that choices made by designers can be made for their own intrinsic value as well as for the sake of something else. The argument is that exercising virtue in design practice can be simultaneously acting virtuously for its own sake as well as for the sake of other ends. This makes sense if trying to achieve these other ends does not compromise the primacy of the choice of acting virtuously. This way of looking at this issue is reasonable as long as any of those other ends are placed within a proper perspective.