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survey	digest	accomplice	precept	communiqué

Dictum | Consumers consume. The title 'consumer' is awarded through no other means of defining the group and individual. This gives little clarity to the importance of your brand, product, and service to your audience. There is no implied loyalty or utilization in the term 'consumer.' There is no concept of value, just a capitalistic justification for accruing profit.

Your audience does not consume, but rather it utilizes goods and services. By understanding this relationship, you understand brand loyalty and why this is or is not your strength.

'Consumer' is a term of generalization, to help everyone share a vocabulary despite its shallow definitions and relationships. To truly understand brand, audience, product, service and the relationships among these, the designer, client, and audience must all commit to being educated about the measurable value of the service or product in question. This education comes from a dissemination of factual information rather than the appeal of a manufactured ethos.

The 'consumer' generalization combats the truth that not everyone uses the same product — not everyone needs the same product. Not everyone uses the Internet the same way. Not everyone reads the same books. Not everyone interprets your message in the same way. This is key in understanding the value of precision and honesty in communication, and the paradox of design.

Design is not subjective. Ideally, it is the communication of truths and absolutes not open to interpretation. This implies a sacrificing of those who do not recognize your product or service as meaningful. But this is simply an eternal truth, that your audience is not and cannot be everyone. But by assuming the opposite, telling people what they want to hear in order to expand the consumption of your product, you will turn your product or service into a scam and give your business the restless foundations of economy and desire rather than that of quality and need. End