An originator (1) has got an “intended message” (A). An information designer (2) assists him or her. During this process the designer creates a “perceived message” (B) and a number of sketches (3). After some discussion they agree on a “preliminary message” (C). The original (4) includes a “designed message” (D). Af-ter production “mediated messages” (E) will be distributed as information sets (5). Each person (6) looking at the final design will create an “interpreted message” (F). This model includes mental images (green) as well as physical materials (yellow).