When we design brands and products that people feel a connection to, even love, there are many forces at work.
The look, the features, the technology are important. But something much more powerful is going on too.
People buy meanings. And a large part of what products do is communicate these wordlessly. They help tell the story of who we are, where we come from, the tribe we belong to, and the relationships we want to have.
Meaning-centred design helps you see the world as it is and how it could be different. It helps address the more subtle, deeper meanings that design has to deliver in order to win. You can do this intuitively, without even knowing, or you can do with a map and a destination in mind.
By mastering the emotional and cultural meanings that drive consumer behaviour, meaning-centred design transforms the often unseen, implicit or buried, turning it into innovation and commercial opportunity with the power to shift markets.