DesignGenetics is a systematization of the elements in design and its correlation to behavior and personality. The nature of design and behavior only makes sense with a horizontal, transparent, and omnipresent layer of intelligent energy.
I believe we will soon have a scientific description of what has been known for ages, that there is an underlying intelligent “grid” holding matter together. Some refer to this as the “soul”, “higher force”, and similar, but no matter what we call it it's time to realize that there is more to design than we might think.
The grid explains why there is a coherence between design and behavior. People understand what you mean when you say that someone is linear. But not all understand that this has a much more profund logic. It's the core of personality and affects every aspect life, also in business.
DesignGenetics describes a designsystem of 6 forces, which are the source of personality. Each force is expressed with certain set of visual details and behavior. These visual details are the building elements of design.
DesignGenetics is a method valid on both a personal and an organizational level. Personality is the same thing no matter the scale. Every aspect of a person or company communicates something about their personality. The same minds, in the management team, that gave birth to a product such as a sofa also creates the leadership in the company producing it. In that sense I think it's fair to call leaders designers. They are Business Designers. Design and Behavior are signals acting like a mirror to personality. That's why design have a deeper meaning than just a surface on a product or the identity communicated through an ad.
You can learn more about DesignGenetics from the free pdf-book. It's for anyone who is interested to learn the inner aspects of design and personality, based on the author's personal philosophy. The purpose is to give you a tool for analyzing design to unveil personality and meaning. DesignGenetics is an insight into the alphabet of design and the code of personality.
To help you interpret your designed environment the book contains simple visualizations of the different aspects described in DesignGenetics. Understanding these aspects will help you to become aware of the spectrum of polarity and the point of balance.
The book is currently available in a light version and is free to download, so please do. Feedback is welcome.
Download the book
DesignGenetics is a method and philosophy created by Pål Bergström (Paul in Eng). He is a Swedish cross media designer, artist, web developer, and design strategist. He has a Master in Design Management (Domus Academy in Milan 1991).