ABSTRACT
In order to bring disciplinary clarity to the boundaries of design, the study poses an antithetical question: “What is not design?” This negative question is examined through a semantic analysis of papers published in the Journal of Design Studies from 1985 to 2020. The objective of the study is to review the past debates on what is considered the boundaries of design and how they have evolved over the years. Results are outlined through ten major themes that reflect the nature, product, and activities of design.
