ABSTRACT
Much theoretical attention has been focused on the process of designing threedimensional products, and of ensuring the ergonomic refinement of such products through appropriate steps in the design process. The view to be put forward in the following pages is that similar attention should be paid to the refinement of two-dimensional products-products that often contain writing and that are designed to communicate something. Both types of product are the result of a design process and there is no reason why questions should not be asked about the suitability of two-dimensional products to their purpose, just as we ask about the ergonomic suitability of three-dimensional ones. Yet, as consumers, we react quite differently to these two types of product.
