The design for an article consists of the visual characteristics or aspect displayed by the article.

U.S. Patent and Trademark Office, Trademark Manual of Examining Procedure

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Design is the process of taking something from its existing state and moving it to a preferred state.
Carnegie Mellon School of Design

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Industrial Design (ID) is the professional service of creating and developing concepts and specifications that optimize the function, value and appearance of products and systems for the mutual benefit of both user and manufacturer.

IDSA -– Industrial Designers Society of America

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