JeffCroft.com

Seth says:

I think architecting something is different from designing it. Design carries a lot of baggage related to aesthetics. We say something is well-designed if it looks good. There are great designs that don’t look good, certainly, but it’s really easy to get caught up in a bauhaus, white space, font-driven, Ideo-envy way of thinking about design. So I reserve “architect” to describe the intentional arrangement of design elements to get a certain result.

Here’s the thing: “design” also means “the intentional arrangement of elements to get a certain result.” Architecting something is not differnet than designing it. The problem is, as Seth alludes to, one of perception. People think design is about aesthetics, when it’s not. Therefore, we’re forced to come up with alternatives like “architect” to use, instead. I do it all the time. Frankly, though, I’d much rather just find a way to educate the public on what design is.

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http://sethgodin.typepad.com/seths_blog/2008/08/is-architect-a.html