To have the opportunity to sit and talk with Kit Hinrichs is to open a dialogue in which word is turned into image. This interview-performed in August of 2008-begins with the topic of Barack Obama's presidential campaign. Soon, the conversation goes in depth into the role of Design as a tool of communication; how it is that, confronted with a display of a series of signs, our senses generate responses and interpret data in order to build contexts of meaning. Without a doubt, these components and their selection determine the semantic aspect of design, which is also subject to a cultural context, and therefore, to an inherited reality.