The Future of Extraordinary Design is a companion guide for designers who are at the stage in their career where they're starting to question the status quo. You've studied the core texts, worked on projects either commercially or during your studies and now you're building the expertise to make discipline advancements of your own. This book will help you explore and conceptualize your ideas on design thinking, to produce a more robust individual design identity. The Future of Extraordinary Design is your practical guide to a more holistic, sustainable, innovative future.In The Future of Extraordinary Design we explore three main ideas: - Why is standardization, an utterly unattractive and unexciting word, connected to global success phenomena?- Who is the human in Human Centered Design and can we segregate a human from their environment?- And just where does the designer's role in society lie - how can we as designers make the world a better place?These three questions throw up several theories that too many designers, companies and brands are afraid to tackle - such as reduced originality and creativity in designing, the unattractiveness of American and international brands globally and how we treat our customers when they are also our employees, producers, and our stakeholders.Looking back through some of the greatest cultural and commercial successes of the last decade, century and even millennia we can see patterns emerging that tell us so much about human desire and motivation. Taking into account psychological and anthropological theories, we take a 50,000 feet view of humankind's cultural activities to uncover some fascinating insights into the people we are and the world we live in.Living in a time of exponential technological and social change, it's not enough to accept without questioning the theories of design we are given. It's time for designers such as us to explore the future of extraordinary design.