Have you ever heard of design fiction? WALDENLABS’ John Robb explains it this way: “Design fiction is a way for designers and artists to visually depict the future in inspiring ways. Typically, design fiction is associated with how technology will change our future.” But in my opinion he misses an important aspect of design fiction with this definition.

What is “design fiction”?

Robb offers examples of companies that are developing products they want to promote. To do that, they’ve put together videos to show how those products might be used in the future. He suggested that one by Corning, “A Day Made of Glass,” is an excellent example (see above).

It was made in 2011, but it still looks pretty futuristic . . . except in a few of the ways that women are portrayed. Did you catch them? Some are subtle, others quite blatant. What struck me most forcibly however, was how old that “art form” of design fiction by companies making products really is, and how it actually misses the mark if you want to think of it as “art.”

In my opinion, Robb conflates corporate design fiction with science fiction wrongly. He points to Star Trek‘s best-known innovations. That show’s  communicators inspired the development of cell phones. Their glass computers later came into reality as touchscreens. Science fiction readers need not look far to point out other innovations first portrayed in sf. But they were made for a different purpose.

In this photo from the original Star Trek series, Leonard Nimoy as “Mr. Spock” sits at the console of what looked in the mid-1960s like a very futuristic computer array. The console has a black frame with readout windows that shows many different-colored, glowing rectangles above a console covered with buttons and toggle-switches. Nimoy’s costume consisted of a blue velour tunic with a black collar and a Starfleet badge. His character’s black hair has straight-line-cut bangs and the pointy ears that became iconic. Photo courtesy of “Subspace Communicator” blog, collected in 2018.
Mr. Spock (Leonard Nimoy) and his shipmates used an inspiring computer unlike anything the 1960s had seen before. But Star Trek wasn’t “design fiction.” That is, it was created to tell engaging stories, not sell computers.

The difference between design fiction and science fiction

Note that corporate design fiction is created for different reasons than science fiction. At recent sf conventions, I participated in programming that showed examples of corporate design fiction from the 1930s, ’40s, ’50s, and ’60s.

Those visions focused on kitchens, cars, and houses. They presented fascinating glimpses, but they were made primarily as marketing tools. Companies developed them to create brand identity and to sell the companies’ products of that day. The design fiction imagery associated their products with futuristic visions. It was a way to say “we’re advanced!”

Here’s an example of futuristic design fiction from 1956.

Doesn’t sf have an agenda, too?

Science fiction offers a viewpoint, of course. But each individual science fiction writer develops their own unique viewpoint. An author may represent more than one viewpoint, over a lifetime of work. But science fiction is not primarily designed to preach, teach, or sell products.

Our wheelhouse is different. We shine a light on new thoughts, ideas, and potential problems . . . and also always to entertain, beguile, and if possible, enrich our readers’ lives. If those technological wonders we invent in the course of doing that become real someday, well, that’s icing on the cake.

About the Author

I’m Jan S. Gephardt, and I’ve been writing this blog since 2009. As you might guess from this topic, I write science fiction, as well as make paper sculpture. Learn more about my XK9 series from my publishing company, Weird Sisters Publishing. I originally wrote this post in 2018 and updated it in 2024.


Many thanks to Corning via YouTube, for the “A Day Made of Glass” video. Thank you, CBS Sunday Morning, for the 1956 GM vision of the “car of the future.” And I’m grateful to Subspace Communique for the photo of Mr. Spock and his computer.