- We've determined that recreating a scene
to convey an idea can lead to miscommunication
and is at best often expected.
Pointless chaos is exactly that, resulting in a gumbo pot
of elements all fighting for attention.
Fortunately, we all share universal communication
with a more surgical approach, the symbol.
Symbols are a visual shortcut for a message.
We interact with symbols continuously.
We are trained to read them quickly
and understand the implied meaning.
Many are universal,
cutting across languages and cultural issues.
When I show you this symbol,
you will think, hopefully, good idea.
The simple geometry of a circle
and some lines conveys peace,
but it also embodies hope, security, and kindness.
That's not too shabby for a simple symbol.
Even more pointed is this symbol.
Every human being will respond in the same way.
We are programmed to recognize a smile
as a sign of happiness.
People are willing to die in battle for this symbol.
Like every national flag,
there are those who see strength and patriotism,
and others who view it as the enemy.
There's no doubt that the flag creates an emotional impact
to the viewer on both sides of the issue.
Corporations use symbols for the exact reason
that they are a shortcut to recognition.
The Apple symbol can stand on its own
after decades of being linked to the word.
Now the viewer can immediately recognize the apple shape.
It is embedded with every communication
and interaction he or she has had with the company,
hence the reason why corporations are so protective
of their brand identity and message.
Symbols tells us which direction to drive.
They stand in for words.
Even the letters on your keyboard are symbols for a sound,
allowing us to communicate with the written word.
Of course, some symbols are more recognizable than others.
But designing with a symbol is a quick and dynamic way
to convey information, and it makes the viewer work a bit
to decipher the message,
making for a memorable communication.