Chapter 3: Danish design: a human-centred approach

Creativity as a driver for quality of life

This article is part of a series that explores how the Danish creative industries play a pivotal role in improving quality of life at a consumer, organisational, and societal level.

Denmark has a strong tradition of creating human-centred solutions. Danish designers emphasize a higher purpose in their work and aspire for their products to evoke a sense of agency, safety, and satisfaction in users, which plays a central role in defining contemporary Danish design.

This results in innovative and purposeful designs like personal medical devices that are not only crafted to serve a specific purpose but are created to seamlessly integrate in the user’s life, intuitive and beautiful home gadgets that support a healthier life and increases well-being, or systematically designed bike lanes that make bicycling an attractive and safe way to commute.  

In this context, human-focused design thinking is not merely about creating aesthetically appealing products. It can serve as an important tool, allowing creativity to act as a catalyst in driving innovation and quality of life for people and society.

This chapter is authored by Ditte Lysgaard Vind , Chair of The Danish Design Council and author of the book 'Danish Design Heritage & Global Sustainability.' It delves into the philosophy of functionality in Danish design and its continued relevance today.

Within this chapter, you will encounter compelling cases from Coloplast, Oticon, Birdie, and Dissing+Weitling illustrating examples where human-centred design has given rise to innovative products.

‘Form follows function’: Designing for life

Author: Ditte Lysgaard Vind, Chair of The Danish Design Council & author of Danish Design Heritage & Global Sustainability

‘Form follows function’, user-centric, sustainability as seen in Copenhagen's bike culture. Amid climate crises, Danish design renews its relevance, offering a blueprint for a fossil-free future with a focus on creating wellbeing for people while staying within the planetary boundaries.

‘Form follows function’ is a core principle of Danish design: the intention that the user and usability are at the centre of the solutions being designed. Not as a limitation but, on the contrary, as a creative constraint that enhances the final solution. The focus on function made the form better, and thus functionalism was not just an aesthetic style but also a philosophy that ensures we have an ambitious purpose and places use value at the centre. Success is measured in the continuous use of the product and the value it creates for the user, not just in how many are sold in stores.

Putting the user experience at the centre of design leads to new perspectives on the purpose of the product and different choices in the design process. It’s about creating a product that works; and are put into use thus also being aesthetically pleasing, easy to use, and provide a sense of satisfaction that goes beyond function. Medical devices are elevated to lifestyle products that blend into the user’s daily life. Buildings are designed with respect for their surroundings and with the local usage in mind. Products are designed to be intuitive, and user friendly, and high-quality design is not merely reserved for the wealthy but made available to everyone. In short it is about creating value for people while staying within the planetary boundaries.

The focus on use rather than exchange value ensures a focus on the quality of both material, craft, ergonomics, and aesthetics that in combination ensures designs that solve problems and create wellbeing. Hence the focus on solving problems and awareness of the societal context the design is a part of is not a negative constraint. On the contrary the social purpose is a positive creative constraint used to heighten the ambition and final design solution. Much like how today we can see the planetary boundaries as a positive creative constraint that allows us to use design to give shape to a better and more sustainable future with high quality of life for all.

 “Quality and care for both the user and the planet can be a positive, creative constraint.”

A key example is the bicycle culture. Copenhagen reduced car traffic and carbon emissions through infrastructure design that made cycling an attractive mode of transportation. This transformation simultaneously improved individual wellbeing, overall public health and strengthened Copenhagen's brand, positively impacting the city's economy through tourism, talent attraction, and business opportunities. A stark contrast to Copenhagen's state in the 1980s when the city was on the brink of bankruptcy. The numerous design solutions that have made Copenhagen a city conducive to cycling are a tangible example that sustainability does not necessarily require compromise. On the contrary, it once again demonstrates that quality and care for both the user and the planet can be a positive, creative constraint.

Today, with the climate and biodiversity crises, a new important purpose has emerged, and the Danish design approach, combining societal intent and aesthetics, is ever so relevant. Because we need design to help question status quo and envision and shape a new future without our current dependence on fossil fuels instead creating wellbeing for people while staying within the planetary boundaries. What might that everyday look like? How would it smell? How would you feel?

Cases

Coloplast: So you can be you

Coloplast ’s human-centred design approach is a prime example of the Danish creative DNA: putting user needs at the front and centre and building products that improve quality of life for the user. Their aim is for the users to regard the products as ‘lifestyle products’ that blend into their everyday lives and not as medical products connected to stigmatisation. Read the case here.

Oticon: Brain-friendly hearing aids with BrainHearing™ technology

Through scientific discoveries in hearing, Oticon innovates life-changing technology, creating hearing aids that help ensure the brain receives the quality sound information it needs to remain healthy. With their unique BrainHearing™ approach, they constantly work towards the vision of a world where hearing loss is no limitation. Read the case here.

Birdie: Indoor air quality made simple

90% of our life is spent indoors - often in poor air quality - increasing the risk of asthma, headaches, fatigue, and sleep disorders. Birdie🐤 is an intuitive indoor air quality monitor using a CO2-sensor and innovative design to remind you to ventilate and help keep a healthy indoor climate. Read the case here.

Dissing+Weitling: Embracing bicycles in urban planning

In Copenhagen, the Bicycle Snake is a concrete example of how the architectural firm Dissing+Weitling contribute to site-specific urban development, stimulating healthy and climate friendly activity in the urban space. In addition to that, The Bicycle Snake saves commuters more than 670.000 euros worth of precious time each year. Read the case here.

Read the rest of the series right here:

Architecting Happiness

More than entertainment: The evolution of the audiovisual industry

Danish design: A human-centred approach

Fostering a creative learning environment

Innovating urban planning: The role of creative solutions in smart city design

Reevaluating organisational structures to stimulate creativity and wellbeing

Creative Denmark assists international stakeholders and decision makers in exploring solutions, products, and processes within the Danish creative industries. As a not-for-profit, public-private partnership Creative Denmark’s primary objective is to connect international demand for innovative solutions with Danish creative companies and competencies. Focus is on raising awareness about the transformative potential of Danish creativity as a driver for sustainability and increased quality of life.

Creative Denmark is funded by a strong group of public and private partners: Ministry of Industry, Business and Financial Affairs , Ministry of Foreign Affairs of Denmark , Kulturministeriet , Danish Industry / DI Kreative Erhverv , Dansk Erhverv , and Realdania .