Tech Moves to the Background as Design Becomes Foremost

Cesar Torres, a former Apple designer who now works for Sidecar, a ride-sharing start-up, said on Twitter: “While I don’t agree with the stylistic choices in iOS 7, it excites me that ‘design’ is a term that shows up in major news site headlines.”

Design, it seems, is becoming a mainstream topic. And for those who have lived and breathed design for decades, it’s a refreshing change.

“In the ’90s when I would meet with investors, there was no return on investment for design. Yet today, 20 years later, every project I do is because design is seen as absolutely central,” said Yves Béhar, the founder of Fuseproject, a San Francisco design agency.

Mr. Béhar said that, now, directors, chief executives and investors often sit in meetings and ask about user interface, overall experience, and the look and feel of a product. Twenty years ago, most investors wouldn’t even know what those terms meant.

What the mainstream and the financiers are now starting to realize is that design is a doorway to something much more important.