What Is Human Centred Design?

Reflections upon the meaning of the word 'design' are made and a relatively complete definition of the paradigm of human centred design is formulated. Aspects of both the background and the current practice of the paradigm are presented, as is a basic structural model of the design questions addressed. Examples are provided of the economic benefit of human centred design in business settings as an approach for designing products, systems and services which are physically, perceptually, cognitively and emotionally intuitive. Examples are further provided of the coherence of the paradigm with the logic and structure of several currently popular marketing and banding frameworks. Finally, some strategic implications of adopting human centred design as a business strategy are suggested.