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Roles and Contradictions in Design

In their professional practice, designers serve different roles as experts in user behaviour, taste experts and conveyors of symbolic meaning. Combining these roles, however, is not necessarily unproblematic, especially so in contexts that are incongruent with the personal preferences of the designer. In seeking to understand this challenge in designers’ professional practice, it is relevant to highlight the contradictions surrounding these roles. Thus, the main focus of this project has been to identify the potential challenges designers face in dealing with expressions which are strongly value-laden in relation to the norms and values of the designers themselves.