The meaning of design / Maurizio Vitta -- We are the primitives / Andrea Branzi -- Man confronted by the third technological generation / Maurizio Morgantini -- Tendencies of German design theories in the past fifteen years / Francois Burkhardt -- There is no Kitsch, there is only design! / Gert Selle -- The social design of office automation / Marco Diani -- The comprehensive guarantee: a new consumer value / Abraham A. Moles -- Declaration by design: rhetoric, argument, and demonstration in design practice / Richard Buchanan -- Omit the unimportant / Dieter Rams -- The digital watch: tribal bracelet of the consumer society / Richard Porch -- The legibility of the world: a project of graphic design -- The rhetoric of neutrality -- Reading isotype / Ellen Lupton -- Eating the image: the graphic designer and the starving audience / Frances C. Butler -- The grid: history, use, and meaning / Jack H. Williamson -- Representing Macbeth: a case study in visual rhetoric / Hanno H.J. Ehses -- Drawing, design and semiotics / Clive Ashwin -- The state of design history, Part I: Mapping the field / Clive Dilnot -- The state of design history, Part II: Problems and possibilities / Clive Dilnot -- Made in patriarchy: toward a feminist analysis of women and design / Cheryl Buckley -- Postwar design literature: a preliminary mapping / Victor Margolin.