Meanings that shape, disrupt and guide perceptions and determine the relationships consumers choose to have with them.
Colour, form, function, context, materials and technology all signal meanings in some way.
Meanings are like finely tuned signals when designed with clear intent, and confusing interference when left to chance.
Meaning-centred design is all about projecting meanings as they were intended to be received.
Meanings are a product of time, context, lore and ideas – culture.
The visible and invisible forces that guide human behaviours and actions. People live in culture. But we also make culture.
We can create the meanings that will matter now and know how to shape them in the future.
People are breaking the cultural boxes that have been assigned to them for many years.
These boxes no longer contain accurate or usable meanings. These shattered fragments create the outward appearance of chaos to today’s brands and business models.
By changing perspective, by unpicking the contradictions consumers project, richer pictures emerge.
From this deep understanding, we reconstruct the road map, strategies and tactics needed to shape meanings and create opportunities in both the near and long term.
Most brands attempt to understand their consumers in the context of their own business.
But these time-worn approaches, like segmentation, are no longer enough to keep pace.
A meaning-centred approach demands that we hear the unsaid and observe the unseen, and recognise without preconception the paradigms at play.
By understanding consumers based on their own realities, their own imaginations, the commercial destinations can be precisely identified.
When people buy, the price they are willing to pay can seem elusive, even to consumers themselves.
The projected meanings of any brand, product or space drive consumer buy-in. And buy-in leads to purchase and advocacy.
What does it say, what does it mean, and why should it matter? Meaning-centred design and innovation unlock these big questions by exposing the often uncharted opportunities in people’s lives that can be shaped for your commercial advantage.