ABSTRACT
The real world is a short-sighted place that ideas-people are habitually reminded of by those in favour of the blanket-like familiarity of a superficially understood world. Concepts of reality are described in this chapter as being 'handcrafted' by the self; upon cognition, each of us filters information about the world based on our prior knowledge of it. Sustainable design is a relatively new arrival on the creative scene with a great deal still to learn. It is quite possible that the methods through which we currently address sustainability are not as sustainable as we might like to think. Many practitioners in the field of sustainable design familiar with the three Rs principle: reduce, reuse and recycle. Therefore products must be designed with the view that consumers will actually want to keep, maintain and use for longer periods of time, sustaining their value to keep users hooked on consuming them.
