A Code of Ethics is an attempt to define basic rules, or principles for determining what constitutes "good" or "right" behaviour for the professional designer.

1. Design Management
Branding
Ethics & Design
Prepared by Timothy Chan
Updated 27 May 2013
Version 3.0

2. Learning Objectives
1.) What is Ethics
2.) Components of Ethics
3.) Purpose of Ethics
4.) #10 Important Design Ethics
5.) The Practice of Ethics

3. What is ethics?
Ethics
道德道德道德道德
etika
நதிநதிநதிநதி ெநெநெநெந

4. Good vs Evil?

5. Right vs Wrong?

6. Professional Ethics Everywhere
1. Design ethics
2. Medical ethics
3. Workplace ethics
4. Gaming ethics
5. Accounting ethics
6. Judicial ethics
7. Education ethics
8. Corporate ethics
9. Sales ethics
10. Advertising ethics…..

7. The word "Ethics" evolved from
the Greek words "ethos"
denoting personal character.
Also from the Greek word
"ta ethika" which refer to the
philosophical inquiries into the
nature of Good and Evil.

8. GROUP DISCUSSIONS:
1.) What is ethics?
2.) 1 example of non-ethical conduct
3.) 1 example of ethical conduct

9. Defining Ethics – which is correct?
Some years ago, Raymond Baumhart, CEO of Better Business
Bureau of Chicago asked a group of business people;
"What does ethics mean to you?"
Among their replies were the following:
“Ethics is what my feelings tell me is right or wrong.”
“Ethics has to do with my religious beliefs.”
“Being ethical is doing what the law requires.”
“Ethics is the standards of behaviour our society accepts.”
“I don't know what the word means.”

10. What exactly is “Ethics”?
Ethics
Well-founded standards of right and wrong that prescribe what
humans ought to do, usually in terms of rights, obligations, benefits
to society, fairness, or specific virtues.
Extracted from an article published in "Issues in Ethics" (Revised 2010) by
Santa CLara University @ Silicon Valley
Rights Obligations Virtues

11. (1) Respect of Rights
Ethical standards include
standards relating to rights,
such as the right to life, the
right to freedom from injury,
and the right to privacy.
Extracted from an article published in "Issues in Ethics" (Revised 2010) by
Santa CLara University @ Silicon Valley

12. (2) Obligations & Responsibilities
Ethics refers to those
standards that impose the
reasonable obligations or
responsibilities to refrain
from rape, stealing, murder,
assault, slander, and fraud.
Extracted from an article published in "Issues in Ethics" (Revised 2010) by
Santa CLara University @ Silicon Valley

13. (3) Virtues or Character
Ethical standards also
include those virtues like
of honesty, patience,
self-control, respect,
resilience, compassion,
integrity, trustworthiness,
fairness and loyalty etc.
Extracted from an article published in "Issues in Ethics" (Revised 2010) by
Santa CLara University @ Silicon Valley

14. The Purpose of Ethics
Therefore “Ethics” are
guiding principles of how
you should behave towards
your own work, your
profession, your colleague,
your business partners and
the society at large.

15. Professional Code of Ethics
A Code of Ethics is an attempt to
define basic rules, or principles for
determining what constitutes
"good" or "right" behaviour.
In other words, to determine what
we "ought" to do next.
Code of Ethics establishes some
fundamental principles, and explores
the consequences of those
principles and the relationships of
our conduct and our decisions.

16. #10 important
design ethics

17. #10 Important Design Ethics
#1. They are able to prove value.
• A designer should not only make
things that look good but also be able
to help explain the value of what they
design in a larger context.
• They can help you answers
questions such as: Why is a website
important to your business? How can
you distinguish yourself from your
competition? How can you prove
benefit to your target audience?
Extracted from an article published in “Design Stamp”
http://www.designstamp.com/opinion/10-indicators-of-an-ethical-designer.html

18. #10 Important Design Ethics
#2. They are confident of their value
• A designers must be confident of their
own value and work quality.
• Designers should not give away work
in the hopes of generating a portfolio or
getting clients.
Extracted from an article published in “Design Stamp”
http://www.designstamp.com/opinion/10-indicators-of-an-ethical-designer.html

19. #10 Important Design Ethics
#3. They cannot design in a vacuum.
• A designer must be prepared to go out
and speak to the clients.
• They should not promise that they can
deliver good designs without even talking
to their clients first because chances are
they will provide clients with a design
that may look good but does not speak to
the client's specific needs
Adapted from an article first published in “Design Stamp”
http://www.designstamp.com/opinion/10-indicators-of-an-ethical-designer.html

20. #10 Important Design Ethics
#4. They are unable to steal.
• Designers will be inspired by the work
of others but will never blatantly steal
the creative work of others.
• Competition is healthy but stealing is
not. Respect the rights of others so that
others respect your work.
Extracted from an article published in “Design Stamp”
http://www.designstamp.com/opinion/10-indicators-of-an-ethical-designer.html

21. #10 Important Design Ethics
#5. They will not undercut.
• Good designers know the value
of their own skills and input into a
project and will not wait to find
out what a competitors charges to
undercut prices and steal
business.
Adapted from an article first published in “Design Stamp”
http://www.designstamp.com/opinion/10-indicators-of-an-ethical-designer.html

22. #10 Important Design Ethics
#6. They offer more than designs.
• Good designers are able to prove value
by offering more. An ethical designer
follows a structured design process and
can bring value at any stage of that
process, not just at the end when they
deliver a physical interface or design.
• Designers should be able to offer
value-added services for intangible
processes such as uncovering needs,
market research, competitive analysis,
design research, usability reviews etc.
Extracted from an article published in “Design Stamp”
http://www.designstamp.com/opinion/10-indicators-of-an-ethical-designer.html

23. #10 Important Design Ethics
#7. They give back.
• Every business has a responsibility to
give back to the community in which
they live.
• Ethical designers believe in creating
strong design communities and will
share resources, tips and techniques
with other designers.
Adapted from an article first published in “Design Stamp”
http://www.designstamp.com/opinion/10-indicators-of-an-ethical-designer.html

24. #10 Important Design Ethics
#8. They listen.
• Designers who realize that they
have an enormous responsibility of
representing the end-user and
aligning business goals to user
objectives cannot help but be good
listeners.
• They will pay special heed to
understanding the context in which
they are designing and ask lots of
good questions to help educate
themselves.
Extracted from an article published in “Design Stamp”
http://www.designstamp.com/opinion/10-indicators-of-an-ethical-designer.html

25. #10 Important Design Ethics
#9. They love what they do.
• Designers who love their roles
and responsibility of design will
conduct themselves in a
professional manner.
Adapted from an article first published in “Design Stamp”
http://www.designstamp.com/opinion/10-indicators-of-an-ethical-designer.html

26. #10 Important Design Ethics
#10. They will work for projects
they can stand behind.
• Everyone has differing views on
what is right and what is wrong.
Eg. some designers will never work
for Nike because of Nike’s alleged
child labour while others have no
qualms of working with Nike.
• Everyone should have an informed
point of view and be able to stand
behind their work, whatever their
stand on the issue.
Extracted from an article published in “Design Stamp”
http://www.designstamp.com/opinion/10-indicators-of-an-ethical-designer.html

27. The Practice of Ethics

28. The Acid Test
What will you do?

35. The Practice of Ethics
(1) The truth of the matter is
• Life is not a bed of roses and
• We all have choices.
(2) The only thing we can control is:
• Our “State of Mind” and
• Our “State of Mine”
Remember:
"Life is 10% what happens to me
and 90% of how I react to it"
Charles R. Swindoll

36. NEXT WEEK:
• Full presentation rehearsal: Monday & Tuesday
• Starting with Group 1 (30 minutes)
Please be punctual.
• Assessment date:
- Tuesday, 21st December, 2.30pm
- Hardcopy printout (please be creative)
- All softcopy in CD (please be creative)