Double Hermeneutics of Design: Or to the Things Themselves

This article conducts a phenomenologically-oriented reflection on design as a significant component of human experience, historically shaped through human interaction with the world of things. Special attention is paid to exploring the applied aspect of design, focusing on a broad range of design proposals, consumer responses, and key factors shaping the culture of consumption during the era of late industrialization. Emphasis is placed on functionality, convenience, and the viability of designs in the modern world. The methodological relevance of applying E. Husserl’s conceptualization of the lifeworld in the practical sphere of design work is substantiated, encouraging designers to consider the contexts in which their projects will ultimately be used. This approach minimizes misunderstandings between creators and consumers, ensuring that products seamlessly fit into users’ daily lives and environments. The procedure of phenomenological reduction enables the identification of the origins and essence of the ambiguity in the perception of designs by both creators and consumers through the lens of Husserl’s phenomenological principle of «to the things themselves.» This approach allows for a new level of understanding of design that transcends traditional artistic paradigms and enables questioning biased opinions and inflated expectations of design, challenging stereotypes about the design profession and entrenched consumer models in understanding things. It was found that, despite the popularization of designers’ work and design proposals through internet resources and mass media, there remains a lack of communicative validation of certain products in society, leading to a disconnect between designs and the global consumer. Strengthening feedback during the design phase is therefore necessary to gather a range of perspectives and experiences. It has been demonstrated that establishing continuous feedback loops with users to collect their ideas and test design solutions according to user needs and expectations not only minimizes potential economic losses but also promotes social interaction and cooperation among users, including features for sharing, communication, and collaborative activities, thereby creating a positive atmosphere and fostering cohesive consumer expectations and support networks. The article proves that the methodological tools of phenomenological philosophy allow for a vivid revelation of the human-centered nature of design itself and underscore its significance through the lens of socially and culturally validated norms of beauty and aesthetics.