Speaking to the values designers strive for, Buchanan articulates it this way, from the Governing Ideas white paper for CMU’s School of Design:

“As conceived by designers, the purposes of design are exceptionally diverse. Some designers pursue what is good for human beings and for society at large. Other pursue what is useful in supporting human activities and the quality of human interaction. Other pursue what is pleasurable and delightful in easing the burdens of everyday life. And, still others pursue what is just or fair in the distribution of products and services across all sectors of society.”