1. The artful format that will interest and lead the viewer to involvement in and finally desire to act (to attain, to meet a challenge, to acquire, to achieve, etc.). 2. As a verb, to design refers to the process of originating and developing a plan for a product, structure, system or component with intention. Design is often viewed as a more rigorous form of art, or art with a clearly defined purpose. The distinction is usually made when someone other than the artist is defining the purpose. For example, a graphic designer may design an advertisement poster. This person’s job is to communicate the advertisement message (functional aspect) and to make it look good (aesthetically pleasing).