"Design and communication, in my opinion, are inseparable, inclusive concepts. Every aspect of the creative process, from conception to its concrete realization, using very different tools, has an inevitable effect of perception. The message, which starts and arrives independently of the intentionality of the author, of the designer. He could actually concentrate his efforts exclusively on the forms, on the functionalities, on the ergonomics, but the intrinsic end result would still be the presence of a message, more or less banal or profound, more or less simplistic or articulated, but certainly not predictable in absolute terms by the experience, which cannot be defined before, because it is the function of a variable that is as potentially random, as it is consistent, and proper, exclusive and subjective of the awareness of the interlocutor. So then the metaphor of surfing, the surfer, the ocean, the water, the lights and the colors of a beach, take on a communicative force that transcends the content, indeed it arrives at the mosaic of the interlocutors however merging with it, whether it be of a web design site or a surf school, it doesn't matter."
Owner of AMODEO Design and Founder of Web&Graphics