"In communication design - we are not translators. Our role is to find the symbols that are part of the cultural psyche. Mind you, these symbols are (almost) universal and talks across (almost) all cultures. Symbols are inherently simple and yet may contain complex nuances depending on the context. So our role is best described as transliterators. A word by word transposition of the message around which we build a concept. That is why using tools like thesaurus and etymology dictionaries will open the door to expanding your understanding of a word. Meaning is conducive to finding symbols and symbols underline strong ideas."

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