ABSTRACT
This chapter introduces the idea of design concepts and schemata. These can offer the designer the capability of describing complex sets of design ideas in one word. The way we develop such schemata is introduced and their value in the design process is explored. Such words can of course also become jargon. This in turn can lead to designers finding it easier to communicate with other designers than they can with their users and clients. The way such ideas can become restrictive by accident, for example in design schools, is also explored.
