As a team, we used the course concepts to rethink communication specifically in a design context. In design, communication is not just the delivery of information — it is the construction of meaning through visual form, structure, and interaction. Any interface, poster, or identity system functions as a message: it selects what to show, what to hide, what to emphasize, and what emotional tone to set. The viewer then interprets this message through their own cultural background, personal experience, and expectations.

According to Craig’s 7 traditions in communication theory, from a semiotic perspective, design works through signs: color, typography, imagery, layout, and interface patterns carry meaning even without explicit explanation. From a sociocultural perspective, design is embedded in everyday practices — scrolling, sharing, browsing, learning, consuming content — and it either reinforces or reshapes what feels «normal» in those practices. From a rhetorical perspective, design also persuades: it builds trust (ethos), provides arguments or evidence (logos), and creates emotional engagement (pathos), especially in digital environments where speed, interactivity, and visuals dominate.

At the same time, communication is always relational. Brands and products do not only «talk» — they build a relationship with the audience. Here Politeness Theory is useful as a practical lens: design and tone of voice can either invite the user in or create distance, either support curiosity or trigger insecurity and gatekeeping.

Finally, people process messages differently depending on attention and motivation. The Elaboration Likelihood Model explains why some users want deep, rational content (using the central route), while others enter through quick cues, aesthetics, and cultural references (using peripheral route). For a communication strategy, this means we need systems that can work for both modes without losing coherence.