According to the authors, designers are active creators of the current cultures. Designers are not artists but the means of expressing the voice of people in terms of visuals and function. In other words, designers are interpreters of human needs and since the culture is a term which encompasses the social behavior and norms found in human societies, designers are the active creators of the culture.

Another noteworthy quality that distinguishes designers from other creative occupations is the required humility, the ability to look at the world through the eyes of others, and then the artistry to produce the most neutral, effective, and relevant work. Having had this power, designers should engage with societies politically and culturally in order to increase awareness and understanding of the global issues inside a tightly networked world.

Technology has enabled more and more designer to produce content independently and as a result, issues like sustainability and social justice have been moving to the forefront. The technology that designers use today has also brought back the universality of design which is more of a standardized look of the visual content.

In midst of rapid technological and societal changes, designers should always be interested in answering complicated theoretical questions because in every good designer, there is a talent to constructively assess the problem/question and then to effectively respond using the world of visuals that we humans find so stimulating and fundamentally important.