1. Products Utility Functionality Universal aesthetics Goods, Services and Identities Marketability Symbolic diversity Folk and local aethetics Interfaces Natural interactivity Understandability Reconfigurability /adaptability Multiuser systems/Networks Informativeness Connectivity Accessability Projects Social viability Directionality Commitment Discources Generativity Rearticulability Solidarity Design development moves from poster and toaster to Services and processes 20th century 21st century