To better understand how objects communicate, I found it particularly useful to apply to design the five axioms of communication formulated by Paul Watzlawick. Originally developed to describe human communication, these principles can also be interpreted in a design context, offering an interesting perspective on how objects relate to the people who use them.
1. It is impossible not to communicate
The first axiom states that it is impossible not to communicate: even silence or the absence of action is a form of communication. The same applies to objects.
Every object communicates something, even when it is not being used. An empty chair, a switched-off lamp, or a smartphone left on a table still convey information: about the context, intended use, user, or situation. In design, no object is neutral: shape, material, and presence always communicate, even unintentionally.
2. Every communication has a content and a relationship aspect
According to Watzlawick, every communication conveys content but also defines a relationship. Applied to objects, the content concerns the primary function: a chair is for sitting, a handle is for opening a door.
The relationship, on the other hand, relates to how the object “positions itself” toward the user. A rigid, minimal chair communicates a different relationship than a soft, enveloping chair. Through design, the object suggests how it wants to be used and what kind of experience it offers, establishing an implicit relationship with the body and the user.
3. The nature of a relationship depends on the punctuation of communication sequences
This axiom highlights how the meaning of communication depends on how the sequence of exchanges is interpreted. In the case of objects, communication is never one-way: the user interacts with the object, and the object responds through use, repeating this interaction over time.
A poorly designed object can generate frustration, which in turn affects how the user uses or perceives it. Conversely, an intuitive and coherent object strengthens a positive relationship. The meaning of an object is therefore built over time, through repeated use and experience.
4. Communication can be digital or analog
Watzlawick distinguishes between digital communication (verbal, codified) and analog communication (non-verbal, visual, sensory). Objects communicate primarily in an analog way: through shape, color, weight, materials, and proportions.
An object does not “explain” in words how it should be used, but suggests it visually and physically. The most effective instructions are often implicit in the design itself. In this sense, visual design becomes a fundamental language to guide the user without the need for text.
5. Communication exchanges are symmetrical or complementary
The last axiom concerns the type of relationship between participants in communication. Applied to objects, we can ask: does the object leave freedom to the user, or does it impose a precise behavior?
Some objects establish a complementary relationship, strongly guiding action (think of a turnstile or a safety device). Others establish a more symmetrical relationship, leaving room for interpretation and personalized use. This design choice profoundly influences the user experience and how the object is perceived.
Applying Watzlawick’s five axioms to objects allows us to read design as a communication system, where every product actively participates in creating meanings and relationships. Objects do not just “function”; they communicate, respond, influence behaviors, and help define our relationship with the everyday world.
This perspective reinforces the idea that communication design is not limited to visual or graphic elements but extends to product design and the objects that inhabit our daily lives.
Sources
• Watzlawick, P., Beavin, J. H., & Jackson, D. D. (1967). Pragmatics of Human Communication: A Study of Interactional Patterns, Pathologies, and Paradoxes. W. W. Norton & Company.
• Norman, D. A. (2013). The Design of Everyday Things: Revised and Expanded Edition. Basic Books.
