One thing we've come to understand, albeit not without hesitation and heels dragging, is that technology is shaping the way in which we communicate in a rapid way. Language itself is a fluid motion, meant to mimic the ebb and flow of our own thoughts, breaths, and strokes of hand as we run fingers across the page. Given the new modality of the internet and electronic communication, the way this is expressed retains itself but in new and impressive ways. Instead of being limited, as Kress places it, to language as speech, the major mode of communication for the vast majority, we now see language in the multimodal (definition: integrated meaning making systems of electronic multimedia texts). This space offers language in 6 areas of inflection:
- Linguistic Design
- Audio Design
- Spatial Design
- Visual Design
- Gestural Design
Given the ability to shift our words into photo, video, audio, etc for the rest of the world to consume, it's also not shocking that the mode by which the language is delivered often holds significance, especially when consumers live in an interpretive dance, balancing writing and reading as interpreting and ordering significance and meaning. As example, Kress offers the in the example of language as writing that this format has been displaced by images in public sphere, but the private and elite sphere value the mode of physical writing higher than ever. The order of the words could be the same: a list, a memo, etc. The significance however, takes on a new meaning in this light, demonstrating a sense of importance, wealth and or worth with the delivery and format: font, audio, background, and paper quality all adding to the nuance and subtlety of the language.
The world of language is one that is unstable at best, as it is always changing and being shaped by those living in it. Where today words and phrases are favored, the unsatiable need for change will place others in front. This is where the work of Lawson comes into play, with design and creative thinking keeping writers at the forefront of the curve. The design process is learning how one continues to improve oneself. Within this, there is obviously the human limitations: bound by time, money and energy, but improvement comes with experience and experience is earned through the struggle of balance. There is no correct way to go about this process. It is one of feel, not logic, and therefore the process lacks a singular solution. Not only that, but design is about the process of finding AND solving problem. This means that within the bounds of the day and the energy limits, one must then expend energy identifying the what to problem solve in the how in the nonlinear process of becoming experienced. This is: creative thinking.
I think the writing and design process, while not exactly alike, share key similarities, especially because, as creative processes, they are both complex. While I think there is always a creative felt sense to responding to an audience in design and writing, a tacit and creative reading of the audience and its needs, there's always a logical component to doing that, too. However, logic is in a complex interplay as and with creativity.
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