Changing Perceptions with Design
Asked how to measure a designer’s impact on society, Bruce Burdick, a designer himself, replied: “A designer’s influence on public opinion comes down to how the public utilizes their designs. They influence people’s perceptions of what a car, a desk, your clothing, or your house can be.” To this he added, “It’s the highest order of design to squeeze function and pleasure together so tightly that a person cannot separate them.”
Burdick established his reputation by pioneering the use of computers in exhibition design. Two of his exhibits, one on nutrition and the other on economics, are on permanent display at the Museum of Science and Industry in Chicago.
For Herman Miller, Burdick challenged the very notion of what people thought office furniture could be. By designing a flexible system based on a central rail, Burdick allowed various elements—display, storage, work surfaces, and ergonomic tools—to be arranged and rearranged, creating infinite configurations and responding to individual ways of working. Named the Burdick Group, the system was ahead of its time and earned Burdick recognition from the Institute of Business Designers, the Industrial Designers Society of America, and Time magazine.
Today, the Burdick Group Dining Table is part of the Herman Miller Collection.