All messages have naturally a large variance of interpretation space. Mental models, memories and abilities as well as expectations and personal views of the events affect the individual view of the event. The consideration of different influence factors makes a better formatting of communication possible. This happens based on generally available information (e.g. facts, opinions and open questions), known associations (e.g. known experiences, mental models and abilities), expectations (concerning doing, results or consequences) and available situation descriptions. Here the communication objects can be examined concerning their message and effectiveness.
Meaning design goes consciously beyond the actual message and takes care of recognizable interpretations of the target group. This requires bilateral communication, which propagates constantly uniform values and messages. The understanding is the preparation for the last stage of communication management - Agree.