DESIGNOLOGY. A Designer is a Scientist who creates an Emotional Connection between a Brand and its Audiences

Design is an essential element of business companies, helping them grow and prosper. It can facilitate collaboration through maximising the effect of internal and external experts at every stage of the business process. It can also bring focus to foresight, ideas to innovation and expression to marketing. However, many companies and industries have overlooked to explore fully the competence and skill design has to offer.§Despite the fact that business has ignored the potentials of design, it has to be looked, first and foremost, at the competences of designers. Designers need to show that they can combine design's unique set of skills, approaches and science with their own, individual creative talent in order to earn recognition and credibility in their environment and, thus, add value to the business.§However, despite designers having knowledge and competence, there is no established academic design science. In this book, therefore, it is tried to create a science of design, naming it Designology.§It will be shown that Designology should embrace many scientific topics, from neuroscience, psychology and sociology to anthropology, ethnology and behavioural science. Although all of these disciplines could provide designers with a comprehensive design knowledge, the focus in this book is only on the knowledge offered by neuroscience and psychology. Furthermore, it will be illustrated that design is science, rather than art. If designers are, therefore, equipped with the appropriate scientific knowledge, they would become competent, effective, and credible for any business. This knowledge would be offered by Designology.