In a society overloaded with fragmented and highly specialized information, design becomes a tool of creative communication: it does not merely contribute to better understanding of the actors, it is capable of developing joint innovative solutions. With its ability to create specific communicative formats, design makes it possible for the actors not just to exchange information but to become parts of joint semantic ensembles and generate new ideas. A communicative format generates specific semantic space which doesn't just overcome subjective and professionally biased approaches to the complex problems, but finds a way to the new vision of the issues.