I love design too. I think about design every day. I believe that design has semantic import, and not merely pragmatic import. But what I don't do is conflate design with instructional design. Design may have, as one of its purposes, to convey information or to foster learning (these two objectives are distinct and mostly non-overlapping). But there is not a (practical) sub-discipline that is (strictly) the design of instructional materials. The success of sites like Common Craft, designed with an apparent indifference to instructional design principles ("The Lefevre's have no instructional design background at all," writes Schlenker) seems to me to be evidence of that.
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