During the formal designing, it is a matter of sensuous sub-modalities. Above all, sensuous perception styles of the receivers have to be understood, in order to prepare target-group-oriented messages. The core-elements of the so-called sub-modalities cover visual, auditory, kinesthetic, olfactory and gustatory sensory impressions (abbreviated vakog).
The eye notices forms, colors, dynamics and follows thereby general laws. Examples are circle, magenta, movement, law of proximity.
The Ears notice sound, harmony, rhythm, volume and follow meanwhile general Laws - for example pitch, major, slowly, direction, law of closure.
The kinesthetic consists of certain Feelings (e.g. sense of balance and touch, Body posture), which notice weight, temperature, pose, structure, condition and follow at the same time general laws: heavy, lukewarm, bent, rough, soft, law of similarity.
The Nose notices flavors, smell qualities, mixtures and follows general laws, like e.g. body odors, fruity, spicy, law of continuity.
The Tongue notices with the help of the nose taste, taste qualities, compositions and follows thereby general laws, e.g. spiciness, umami, Indian, law of pithiness.
All these sub-modalities convey meaning. Thus, for example the law of proximity suggests among other things affiliation, conclusion, and naturalness. Lemon fragrance suggests freshness. In line with Watzlawick, the following expression can be derived „One cannot not express ". A statement is always connected to a perceptible object. Thus, the target audience notices the expression partly consciously and partly unconsciously.
In meaning design, the expression has a supporting function. Thus, meaning can be amplified i.e. underlined, and focused. Unconscious or awkward application can easily lead to a counterproductive effect, which disturbs purport. The central question is: Which mean of expression promotes, or obstructs the expression?