RECOGNISING THAT BOTH perception and language are interpretative

is like removing a blindfold. It is the final radical shift that makes it

possible to understand one of the most obscure and important aspects

of the whole design process, that of generating form. Clarifying the role

of previously neglected aspects of the design process such as theory,

concepts, imagination, transformation and the significance of fluency in

the language of the medium, helps make the creative act a tangible one.

Wresting design away from a pedantic preoccupation with technology, the

process begins to inhabit the more appropriate realm of ideas, judgement

and artistry. The true nature of design expertise becomes apparent.