If anything, design is a form of communication. The ultimate goal of design as a tool is to embody, exert and effectively deliver a concept or idea to the receptor, which can be as general as a whole generation or as pinned down as a concrete segmented audience. Normally, design makes use of language and images, a form of semiotics; not only that, as design by itself can be considered a language.

In Design Management, that language is studied in depth. We dissect and analyse the intricate system in which everything is layered upon, the common ground in which every design-related discipline settles. The creative process, problem solving, the design stages, design principles and design thinking - as a philosophy and form of life - are just some examples of the ubiquitous components in any complex form of communication through both physical and intellectual crafts.