Design Always Has A Message

Design always has a message. Design always has a meaning. And that means design, regardless of medium, is always a shared experience that requires interpretation. Why it matters is that it turns design into a semiotic exercise, open to structure and refinement based in analysis rather than an arbitrary point of view. Of course, that […]

Using Key Words to Build Better Insights

There is a essential link between the shared life of a society and the lexicon of the language spoken by it. Language is frequently understood by researchers in strings of utterances rather than individual lexical components.  There is, of course, nothing wrong with that, but it does limit how we analyze and interpret what people […]

Linguistic Determinism and Successful Marketing

The limits of my language mean the limits of my world.  Without a linguistic counterpart to a new-found action or object, we find ourselves searching for meaning in terms of categorization, semantics, and symbolic associations.  We are the words we have at our disposal and when we don’t have the word (or words) we languish. […]

Elements to Remember in Product Naming Strategies

Using linguistics knowledge to help name products or write slogans is a given, but the discipline has a host of applications that are often overlooked, either because they are deemed too expensive and time consuming or because there is simply no experience on the part of the researcher.  We could easily spend weeks and countless […]