Gestalt, Perception, Distinction, Identity and Identification – Semiotics Applied in the Qualitative Specification of Objectives for Design Processes: The Power of Distinction and Non-Verbal Communication through Gestalt and Facts

  • Abstract:

    Paul Watzlawick’s affirmation, that one “can not not communicate” applies to all non-verbal communication. But non-verbal communication is much neglected in courses on management and economy. This has numerous negative effects. It can be seen as indicator of the roots of crisis. But it also clearly indicates much neglected potentials to be understood and realised. Semiotics, as far as its application in the interpretation of artefacts, be it in product design, architecture, urbanism and signage for the effective orientation in unknown man-made environments, in most academic research and literature is applied in analysis of the existing. But hardly ever in the specification and achievement of objectives. The latter being the proof of “usefulness” of semiotics applied to the specification, definition and realisation and perception of artefacts, such analysis would serve better, if applied to the control of the achievement of objectives specified in qualitative terms prior to designing artefacts. Indeed, the author and his associates since the early 1980s have included semiotic techniques in their design methodology and applied it in the conception of artefacts, such as products and structures. Coming from “Information-Aestetics” and “Psychology of Perception”, “Gestalt” and, moreover „Gestaltung” as well as “Artefacts” are interpreted as key-words for briefing “Design”. As far as “Design as a Management-Tool for Success”, the paper hints upon potentials of applied semiotics as methodical techniques and its inclusion in academic and extracurricular teaching. But, moreover, it links qualitative specification of objectives to sustainable management.