The мethodological aspects of design consciousness

The article discusses the methodological issues of design practice with a focus on the paradoxical nature of design consciousness and the ability to retain rational control over the creative process. The author represents the methodology of semiotic discursive modelling as a way to fine-tune one’s consciousness. Special attention is drawn to the peculiarities of simultaneous thinking. The methodology of semiotic discursive modelling activates simultaneous thinking, develops it and helps the designer implement the concept by developing logograms that have no preferable order of reading and present themselves as complete entities. Image seems to precede a thought and thus makes it possible. Thought and its graphic expression swap places. This is how the designer should think in order to see the image that expresses the concept: without trying to configure the image in advance, he or she should suggest graphic figures that may be compatible with the interpretation of his or her idea. The methodology of semiotic discursive modelling boosts the ability to code thoughts graphically. The author compares design production with development of logograms and demonstrates how the methodology of semiotic discursive modelling can activate and enhance simultaneous thinking. Refs 5. Figs 3