This essay explores the concept of whether the design outcome is directed towards a “Look at me” or “Look at this” theory. Through evaluating the research behind the meaning of design, this essay will discuss that the theory behind a design tends more towards a conceptual basis rather than placing emphasis on the physical product and therefore argue that there is a greater tendency towards the “Look at this ". approach. The argument presented aims to discuss the point that design is a concept-based practice that contains a lot of subjectivity and therefore it is difficult to attribute specificity. This essay will focus on the meaning of design and the design process. It will then focus on a discussion on the uses of design as a symbol and communication tool. After examining a number of disciplines, this essay will evaluate and suggest that the most appropriate meaning of design is "Look at this". To begin with, it is important to note that the meaning of "design" is often highly contradictory. The word can be used as both a noun and a verb, referring to both the end product and the process. “Design… gives shape to ideas so that they become practical and attractive propositions for the user or customer. Design can be described as creativity employed for a specific purpose.” (Hobday, Boddington & Grantham, 2011) Exploring all the issues surrounding this topic is beyond the scope of 1500 words, so for the purposes of my argument I will look at design across the disciplines of architecture and fashion. With this in mind, I interpreted that 'me' is the object and 'this' is the idea(s) behind the design. Considering this, design is a technical field, ultimately based on elements and principles. There was a big discussion i...... middle of the document ......, 02 06). Great art is transcendent. Retrieved from Goins, Writer: http://goinswriter.com/great-art-is-transcendent/Gorman, C. (2010). Design Studies: A Reader/The Design History Reader/Design History: Understanding Theory and Method. Design Issues, 100-103.Heller, S. (2003). Citizen Designer: perspectives on design responsibility. New York: Allworth Press. Hobday, M., Boddington, A., & Grantham, A. (September 2011). An Innovation Perspective on Design: Part 1. Design Issues, pp. 5-15. Hobday, M., Boddington, A., & Grantham, A. (2011, December). An Innovation Perspective on Design: Part 2. Design Issues, pp. 18-29.Lawson, B. (2005). How Designers Think: The Design Process Demystified (4th ed.). Oxford: Architectural Press.Sjöberg, B. (2009). Design theory and design practice within Sloyd Education. International Journal of Art and Design Education, 71-81.