I was on the phone the other day with a designer I hired to work on a project.
When you talk on the phone — words become even more vital in trying to pin down an abstract image.
We were working to find the right “feel” for yellow on the page — that’s a hard thing to do because light yellow doesn’t “read” on a page and dark yellow quickly becomes orange.
ME: We need a different yellow.
DESIGNER: Like a morning pee yellow?
ME: That’s too dark.
DESIGNER: Like a kidney infection pee yellow?
ME: Too cloudy.
DESIGNER: So a lighter tainting of blood in the urine?
ME: Let’s try that.
Our similar, shared, experiences give meaning and context to abstract ideas.
Language lives in common crevices.
Describing the crevice reveals how a person relates to the world.