Four Languages of Design
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All communication and interaction design at PCD is guided by the Four Languages of Design philosophy.
Verbal Language
Verbal Language is what you say and how you say it. Ultimately, every brand is judged on these two accounts. A thoughtful decision about the former is the first step to appropriate motives for the latter.
Visual Language
Visual Language is what you look like. These decisions encompass all shape, color and design cues associated with a brand's visual identity. This is the most recognizable of the four languages.
Behavioral Language
Behavioral Language is how you act and interact with others. Because people have control over their online experiences, brand interactions are powerful persuaders for brand personality. Design of interactive elements must be driven by brand values, not as a showcase for digital wizardry.
Structural Language
Structural Language is how you present your story. Is information presented sequentially in a logical progression as you might expect from a medical firm? Or is there a scattergun of intriguing tidbits and visual titillations as you might expect from a video game company? These brand values can and should be expressed through the interface and technological fabric of the interactive experience.