Evans, M., Sommerville, S., 2006.

Cross-cultural universals: A framework for design futures

Designers are required to research and develop products and services that will be desired by consumers. These proposals are often for a future where things that we take for granted today, may not be present in the form we currently understand or expect. The development of future products and services require designers to establish reference points that will transcend time. These reference points need to be as culturally universal as possible.