Designing Desire: Towards an Autonomous Editorial Practice is an attempt to establish a personal positioning within the polarised practice of graphic design, commonly divided between persuasion and communication. Through a general historical review focusing on the more recent advent of "critical design", the thesis argues for the necessity of developing an autonomous practice to recover the social dimension of graphic design.
Drawing from fields apparently distance from design, such as philosophy, chemistry or biology, we reach "memetics" as an evolutionary theory of mental content, capable of providing the necessary arguments to sustain a pertinent editorial design practice.