“The key to solving this fundamental problem [compatibility of Heidegger’s, Merleau-Ponty’s and Peirce’s theories] is in understanding the relationship between perception and conception. In other words, in developing a theory that takes into account how veridical perceptual experiences of the ‘real’ world that are derived through direct perception become, stored, represented or re-perceived in our minds as knowledge. Furthermore this theory also has to take into account how this knowledge is fed back into the world as mediated representations that signify that same knowledge in our heads, allowing us to communicate and socially construct the everyday world of our reality.” (p133)
Phenomenologically it is difficult to know for certain what one person sees is the same for others, but through a socio-cultural consensus is agreed, attributed, and mediated through a visual grammar of . These meanings that are socially constructed and that can be successfully interpreted leading to a change in behaviour that the designer is trying to facilitate. How this behaviour change unfolds can be revealed, and also .