I have always said that there are three aspects in Design that are important to me: Semantic, Syntactic and Pragmatic. Let’s examine them one at the time. Semantics, for me, is the search of the meaning of whatever we have to design. The very first thing that I do whenever I start a new assignment in any form of design, graphic, product, exhibition or interior is to search for the meaning of it. That may start with research on the history of the subject to better understand the nature of the project and to find the most appropriate direction for the development of a new design. Depending on the subject the search can take many directions. It could be a search for more information about the Company, the Product, the Market Position of the subject, the Competition, its Destination, the final user, or indeed, about the real meaning of the subject and its semantic roots.