Technology, innovation and advancements can solve problems that make our lives easier and more enjoyable. When working with new technology, designers act as interpreters between the tech and their users – ensuring that users can understand how to use the technology, that it fits their needs, etc.

Dyson tends to adopt an extreme attitude to technology compared to other consumer brands: the technology comes first. That approach worked well for the first wave of innovation for Dyson, giving them a product functionally superior to their competitors. But they then decided to codify that approach into their brand DNA.

Dyson products have thus played a part in the 2000s trends of the “deification” and social consumption of technology. This worldview proposes that technology should aim to resolve our every inconvenience and should be available as much in our homes as in industry. Perhaps, suggests the worldview, this is the very point of human endeavour.