I tend to think of 'design' as graphic design, whose the main purpose I believe is to grab the onlookers attention. Shouldn't be too garish though (though even that works sometimes; kitsch). The imagery I get in my mind when the word "design" is mentioned changes every month or so.
Right now it's a very vague but shiny fluid looking logo.
Smooth, flowing curves along which the eye glides almost without realising it. Hmmm... Dunno if all this anwers your question tho. 


