In the society overloaded with fragmented and highly specialized information, design becomes a tool of creative communication because it uses a specific language to deliver its message to the Other (user, partner, expert, investor).
What is special about this language? As a communicative practice, design aims to transmit its message using an integral image with certain semantic codes that the Other may freely interpret. It’s designer who sets the limits of possible interpretation. The design product contains an image which the Other perceives immediately in its entirety, while the reading of the codes evolves in time in a non-linear manner. Designer creates an ensemble of codes for the Other to decode by stacking and layering the meanings rather than consistently replaying them. The message constructed this way is a gestalt that transmits the situation in general rather than a set of meanings. In the neopragmatist paradigm, situation is a dynamic entity that requires not just prompt revision of plans and a rational choice of situational solution but also immediate reactions, experiments and improvisations. Designer’s message thus provides for creative communication that aims to produce innovative meanings and practices and doesn’t limit itself to creation of a symbolic exchange site. Design fosters creative communication by offering its own language for transmitting a message. Designer constantly develops this language as its grammar structure needs to be specified. Designer must be experienced in the translation of information to the language of a meaning-producing gestalt and produce messages as dynamic substances that bear certain meaning but never take a fixed form. We have developed a method of creating designer’s own language based on the neopragmatist principles of relativity, situationism, coherence, and fractality.