The engineers at BMW would tell you all that matters is what is under the hood and how measurable the performance is. That is the engineering mindset which tells us that all that matters is what’s under the surface.
The brand designers at Nike are deeply concerned about the perception that is being built up in the customer’s mind. The designer mindset operates differently. No less important please note.
For the country sending out a symbol to the world that it is a hard power, building an arsenal of nuclear warheads and other state of the art ammunition takes top priority. They are also symbols of human failure.
The client who meets you only an hour later than the designated appointment time is telling you that to him power dynamics is the symbol to wield the megaphone on.
The architect designing the town’s most to be talked about landmark building wants to send out the right inspiration.
The horror movie director having a long silent passage with only visual and no background noise or effect is preparing you for the silence is deafening moment.
By nature, we are storytelling creatures and it begins with what story are we telling ourselves before they get transmitted. Symbolism is not cheap. It can be priceless, as long as we know what we need to do with it.
As Stephen King quoted ” Symbolism exists to adorn and enrich, not to create an artificial sense of profundity “.