Knowing your audience: the contingency of landscape design interpretations

To address visual communication issues in landscape planning and design processes, an analytical framework that enables the study and possible anticipation of the interpretation of visual design representations is presented here. This framework consists of a hybrid theory of Peircean social semiotics and Laclaudian post-foundational discourse analysis (PDA). The semiotics of Peirce, through the concept of the interpretant, enable the conceptualization of the discourses that make up the socio-political contexts of design projects as so-called ‘interpretive habits’. This framework is demonstrated by partly reconstructing the socio-political context of Rebuild by Design, a design competition organized in the wake of hurricane Sandy in New York. It is suggested through this demonstration that the sign systems and discursive networks that influence the interpretations of design images by different stakeholders can be partially uncovered during the design process itself. By recognizing these interpretive habits during specific phases of the design process, planners and designers could potentially better anticipate the productive and counter-productive interpretations of their design representations.