Meaning Guide

What is “Visual Meaning”?

Visual Meaning is not just the name of our company, but the name of our discipline, which is understanding the way people make sense of the things they see.

By “visual” we mean everything people see – words, diagrams, symbols – not just pictures.  By “meaning” we mean the connection between our experience of being in the world and the things we use to describe that experience.  This connection is something you feel – a sense of resonance when you see things that makes sense to you … a kind of feedback loop, like this:


The reason our company exists is because there are too many things in the world – often really important things – that should be meaningful but just aren’t.  We use too many abstract words, pictures and diagrams that don’t connect to experiences in a way that people can relate to.  Where there is no connection between our experiences of the world and the way we are representing those experiences, meaning breaks down.  In business this happens over and over and over and over and over again:


Our mission is to rebuild these connections and make the world a more meaningful place.  This requires us to be able to do two things:

  • Firstly, master visual language, understanding how people make sense of what they see, so that the visual models we make are read in the way we expect them to be read
  • Secondly, master the analytical skills that allow us to fully understand the content we are trying to depict, so that our visual models match the mental models of the viewer

When visual models connect with mental models, meaning is made.  Visual Meaning as a business is about doing this for clients.  Visual Meaning as a discipline is about understanding how those connections are made.

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