Design as conversation

All the time, I have heard from many people that design is similar to conversation.  In fact, during the last session in Design 1, this topic regarding design as conversation was brought up and discussed in small groups. The question was how do one consider design as conversation and why. Throughout the group discussion, I stated that design as a form of conversation can be considered as a language that designers not only created for themselves but also for an wide range of audiences coming from different part of the world. Design, like conversation, can be used to convey one’s message to another person through visualization.

To further explain this idea, conversation means to communicate messages, such as one’s thinking or feeling, between two or more people. In a similar fashion, design  carries the same purposes, passing on one’s thinking or feelings, compare to that of conversation; however, unlike speech conversation, design visually conducts a conversation. As a result, design can be categorize as a form of conversation like languages. Visual communication, visual identity design, animation, and web design, are some of the many examples proving that design is conversation. 

One of the evidences that design can be considered a form of conversation is visual identity designs such as brand logos. Brand name and logo, a visual representation of one company, are the fundamental building blocks of a company. Each company’s unique brand logo represents its characteristics, missions and values. Logotype, a part of brand design, communicate a company’s ideology to the audiences and grabs the audiences’ attention. From the graphics to the typeface’s color, texture, and medium, audiences can acquire information such as the company’s function, concept, and the style of business through its logotype.

For example, the logo FedEx, one of the most renounce logotype designed by Lindon Leader in 1994, had won more than 40 awards and claimed worldwide recognition. This logotype with its Futura bold fond and the word “Fed” in purple is straightforward and simple. As for the design of the word “Ex,” which its color depends on the division it represents and ranges from orange, blue, green, to red, is clever at the same time convenient. For example, the division of ground is in the color of green, which can relate to the ground as green grass. Furthermore, the logo contains a hidden message that most people cannot realize unless someone points out for them. If one look into the design more carefully, one will notice an arrow in the negative space between “E” and “X”. This arrow represents the speed of a continuous forward movement and the main vision of the company. This hidden message is brilliant in that it subliminally communicates its vision to the audiences. Moreover, a hidden message in design is the same as a whisper during a conversation, the message will mostly likely be instill in one’s memory .  

For a company it is important to have a good logo design because a logo design serve as a bridge that connects the company and the customers. A logo design tells what customers could expect from the company and what the company’s vision are. In conclusion, one can state for sure that since logo design is a form of conversation, design has to be a form of conversation as well.