ТАКСЫ
How Communication Theory Works in the Field of Design
Only Millimeters Left is a jewelry brand inspired by the visual language of architectural drawings, measurement scales, and technical plans. We approach jewelry not as a purely decorative object, but as a communicative artifact that carries meaning through form, proportion, and reference to professional culture.
From the perspective of communication theory, meaning is not embedded in objects themselves but emerges through interpretation within a shared cultural context. In this sense, jewelry functions as a non-verbal message. Lines, dimensions, modular grids, and metal planes borrowed from architectural drafting operate as symbols that are recognized, decoded, and emotionally interpreted by different social groups.
Following the ideas presented in the course, we understand design as part of a broader communication system. Objects participate in social interaction by signaling identity, values, and group belonging. Only Millimeters Left treats architectural measurement not as a technical necessity, but as a metaphor for precision, responsibility, incompleteness, and the constant tension between idea and realization.
ALICE
IMAGE: abstract interior space showing people interacting
We consider design not only as an aesthetic or functional activity, but primarily as a form of communication. Designed environments operate as systems of meanings that influence how individuals interpret situations, interact with others, and construct social reality. From the perspective of communication theory, space, visual language, and material choices function as communicative resources that structure human behavior.
Communication in design can be described as a relational process, as it takes place between people and is mediated by spatial and visual forms. The café, as a public environment, becomes a site of continuous communication where meanings are produced, interpreted, and reproduced through everyday interaction. In this sense, design serves as both the medium and the outcome of communication processes.
By applying communication theory to design practice, we are able to explain how environments contribute to social bonding, identity formation, and group cohesion. Design does not merely reflect social relations but actively participates in their construction. Therefore, understanding communication theory allows designers to create spaces that intentionally support certain types of interaction and social experience.
In this project, we analyze how communication theory can be applied to the creation of an imaginary café brand, Long Paws, in which the dachshund functions as a central symbolic element. The café is conceptualized as a communicative environment that fosters emotional comfort, shared meanings, and social interaction.
Visual Identity
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Website branding
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Advertising
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Customer engagement strategy
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Presentation for a General Audience
IMAGE: cozy café interior with playful details/ dachshund illustrations or patterns
Long Paws is a café designed to create a sense of familiarity, warmth, and emotional comfort. The central idea of the brand is based on the symbolic use of dachshunds, a dog breed commonly associated with friendliness, humor, and loyalty. These associations are embedded into the space in order to create an atmosphere that feels welcoming and accessible.
The interior design uses elongated forms, low seating, rounded edges, and horizontal visual rhythms that subtly reference the body proportions of a dachshund. These visual cues operate on an intuitive level and do not require explicit explanation. Visitors may not consciously identify the references, but they experience the space as playful and relaxed.
The café encourages visitors to stay, communicate, and interact. Seating arrangements are designed to support face-to-face communication, small group interaction, and shared experiences. The space avoids rigid separations and instead promotes openness and visibility, which helps reduce social distance between visitors.
Visual storytelling plays an important role in shaping the atmosphere of the café. Illustrations, patterns, and small narrative elements introduce humorous and imaginative references to dachshunds. These elements function as shared symbols that visitors can recognize and interpret together, creating a sense of collective experience.
IMAGE: cozy café interior with playful details/ dachshund illustrations or patterns
Presentation for a Professional Audience
VISUAL RESEARCH: spatial diagrams and circulation schemes, materials, textures, furniture references
ONG PAWS is a café brand centered around dachshunds as a cultural and communicative symbol. We address dachshund owners and enthusiasts as our core professional audience — people for whom the dog is not only a pet, but part of their everyday lifestyle, identity, and social environment. We view the dachshund archetype as a symbol of warmth, humor, loyalty, and emotional resilience, and we value shared experiences within small, community-oriented urban spaces.
Our approach is guided by the understanding that contemporary public environments increasingly function as social and communicative platforms rather than purely service-oriented places. In a market dominated by generic coffee concepts and visually neutral interiors, there is a growing need for spaces that support emotional connection, identity expression, and social bonding. Dachshund owners in particular often seek environments that reflect their personal values and allow them to feel recognized as part of a specific community.
Communication Theory as the Basis of the Project
Symbolic Convergence Theory
Several communication theories presented in the course served as the theoretical foundation of this project. Symbolic Convergence Theory explains how shared fantasies, stories, and humor contribute to group cohesion. In Long Paws, dachshund-related narratives and visual metaphors act as dramatizing messages that encourage symbolic convergence among visitors.
Social Identity Theory
According to Social Identity Theory, individuals define themselves through membership in social groups. The café provides symbolic markers that allow visitors to identify with the space and with others who share similar preferences. Over time, repeated interaction with the café environment may contribute to the formation of a shared social identity.
Structuration Theory
Structuration Theory allows us to explain how the café functions as both the medium and the outcome of social interaction. The spatial structure enables certain communicative practices, which are then reproduced through everyday use. This duality of structure helps explain why the café environment feels natural and coherent to its visitors.
Functional Theory of Group Decision Making
Functional Theory of Group Decision Making also informs the design by highlighting the importance of reducing communication barriers. The café environment is structured to minimize disruptive interaction and support positive group outcomes, such as comfort, engagement, and cohesion.
Sources
.Material from the Communication Theory course (дата обращения 12.12.2025)
Sora AI
