Communication theory: KAIROS
Communication theory in the field of design
The essence of communication lies in generating meaning through the exchange of symbols, whose interpretation is inextricably linked to context. A message acquires radically different meaning in the space of a gallery, a social media feed, or a private dialogue, highlighting its contextual, symbolic, and relational nature.
The role of theory is to provide a systematic framework for understanding these mechanisms. It structures intuitive knowledge, creating concepts that not only describe and explain but also allow for the transformation of communication practice. This is clearly evident in the fields of design and contemporary art: every visual object functions both as a utilitarian artifact and as a theoretical act, touching upon questions of identity, power, or culture.
In communication theory, two main streams are traditionally distinguished:
1. The objective (positivist) stream, oriented toward discovering objective patterns and measurable effects.
2. The interpretive (hermeneutic) stream, focused on the multiplicity of meanings and socially constructed realities.
The field of design and art is inherently interpretive: its core is not the search for a single truth, but the exploration of how objects generate various readings, participate in the construction of identity, and become part of cultural dialogue.
Using meta-frameworks, such as Robert Craig’s «seven traditions,» allows for the consistent analysis of any project through various prisms: semiotic, sociocultural, critical, rhetorical, and others. Thus, a design product or art object can be examined as a system of visual codes, as a practice of identity performance, as a form of critique, or as a tool for interpersonal interaction.
Presentation for a general audience
Contemporary design can no longer ignore the problem of cognitive overload. As professionals, we no longer merely decorate spaces—we manage attention under conditions of informational chaos. Every time the external world intrudes into a person’s focus, it becomes «noise» that distorts the message, according to the Shannon–Weaver model. Our task is not to add signal, but to eliminate noise.
We choose the Elaboration Likelihood Model (ELM) as the core theoretical foundation of KAIROS. ELM posits that persuasion follows two routes:
Central Route: Logic, facts, arguments (requires high motivation and cognitive ability).
Peripheral Route: Aesthetics, emotions, authority (used when motivation is low).
Design is a lever of ELM. As designers, we must decide which route of persuasion we activate for our audience.
In design, an interface or architectural space overloaded with distracting elements becomes an irrelevant peripheral stimulus, leading to the immediate rejection of the message.
Our approach: KAIROS design creates conditions for the Central Route. We eliminate external noise and visual cacophony so the audience can focus on the essence (central cues) — their work or their thoughts.
We chose the name KAIROS (ancient Greek for «the opportune moment»). Classical rhetoric teaches that persuasion is effective only at the right time. Our design and product create precisely this kind of «qualitative time» (Kairos), protecting the user from the meaningless, linear flow of time (Chronos). KAIROS is rhetoric materialized. Our work is guided by ethical considerations. We do not use aggressive peripheral routes to manipulate. We invite focus. This aligns with Isocrates’ view of rhetoric as a tool that helps people (citizens) become better, rather than merely a means of persuasion, as criticized by Plato. Based on this theoretical framework, we developed two distinct persuasion strategies for general and professional audiences, using ELM as our primary navigator.
Core Idea: Design Determines the Route of Persuasion
Your best ideas are drowning in an endless stream of notifications and open tabs. You deserve more than constant exhaustion. Join the chosen few. A club of deep thinkers.Technique: Activation of Social Identity Theory (SIT). We construct a strong in-group, appealing to the need for Optimal Distinctiveness—to belong to a community that is truly unique.
1.The Product — Spaces Sanctuaries of Focus. Architecture designed in collaboration with a neurobiologist. Sound insulation, natural light, biophilic design.
2.The Product — App Your AI guardian. An algorithm that filters the world, leaving only the «signal» you need at any given moment.
We do not sell square meters or subscriptions. We sell the quality of your time
Exclusivity: KAIROS is a privilege (Social Exchange Theory) The high cost of membership is balanced by high status and benefits (rewards), creating a sense of fairness (equity).
Our design is our promise. Minimalism and clean lines function as peripheral cues signaling reliability, trust, and calm.
Apply for membership today. The number of spaces in each city is limited.
Presentation for a professional audience
From Cognitive Overload to Competitive Advantage
KAIROS: A Strategic Investment in Team Cognitive Resource.
Problem:
The average employee spends 2.5 hours per day recovering from distractions. That’s 50 workdays per year lost to productivity decline.Solution:
KAIROS transforms 2.5 hours of context switching into 2.5 hours of Deep Work. Positioning: We are not a corporate perk. We are infrastructure for cognitive efficiency.Elaboration Likelihood Model (ELM) — Central route to persuasion. Uses precise, relevant data (hours, days) appealing to the logic of HR Directors/Investors.
Measurable ROI: Monetizing Focus Time (Case Study: IT Company, $N=200$).
Premise: The average salary of a specialist is approximately $5000/month. 2.5 hours of daily losses cost about $1000/month per employee.
KAIROS Contribution: Reducing context-switching time by 40% (according to pilot data) → savings of approximately $400/month per employee.
ROI: The corporate subscription ($100–150/month per person) pays for itself 2.6 to 4 times over solely by preventing losses.
Theory of Planned Behavior
KAIROS directly addresses key business challenges associated with an uncontrolled work environment.
The Open Space Problem: Open spaces create a «Subjective Norm» of noise and accessibility, which provokes constant distractions.
The Digital Problem: Unfiltered notifications reduce an employee’s «Perceived Behavioral Control» over their workflow.
The KAIROS Solution: Physical zoning and a Digital Assistant restore this control. We make Deep Work the default, easily achievable state.
Digital Asceticism and Politeness Theory: Protecting Autonomy
Our digital assistant materializes the concept of respect in code.
Principle: Protecting the user’s Negative Face — the fundamental need for autonomy, freedom of action, and freedom from imposition.
Function: The algorithm filters incoming communications using metrics of urgency and effort required to respond, and defers non-critical messages.
Result: A $35 reduction in Face-Threatening Acts (FTA) in digital channels, leading to decreased stress and increased respect for personal time.
Architecture for Reflection: Preventing Groupthink
Problem: Poorly designed workspace zoning triggers Groupthink, where consensus overrides critical analysis.
KAIROS Design: Zoning into «Focus Pods» (deep work), «Dialogue Chambers» (critical discussions), and «Silence Libraries» (individual reflection) stimulates independent idea generation.
Value: This directly supports Transformational Leadership, which requires teams capable of independent, critical analysis.
Measurable Case Studies (Productivity and Turnover)
KAIROS: Leadership Tool and Value Summary
The KAIROS corporate subscription is a signal from leadership: «We value your time and focus.» It supports Laissez-faire Support (trust and autonomy) and Transformational Leadership.Aggregate Value for B2B: 1. 40% reduction in Cost of Switching. 2. 100% increase in Cognitive Endurance. 3. Elimination of Groupthink. 4. Reduction in burnout and turnover risk.
Detailed Theoretical Justification
KAIROS’s success is built on materializing academic theories of communication and psychology into physical and digital infrastructure.ELM (Elaboration Likelihood Model): Our Persuasion Vector Our presentation uses the Central Route—providing high-quality, relevant arguments (ROI, metrics) to create long-term, sustainable attitudes in an analytical audience.
Social Identity Theory (SIT): Optimal Distinctiveness Optimal Distinctiveness Theory: People seek a balance between group belonging and individual uniqueness.
The KAIROS Solution: Physical «sanctuaries» and «Digital Asceticism» provide the distinctiveness and control that are so crucial for the self-definition of high-level professionals, while preserving corporate identity.
Politeness Theory: Encoding Respect Affirmation: Our filter doesn’t just block; it protects the user’s Negative Face from Face-Threatening Acts (FTA). This is algorithmic protection of autonomy, based on Brown & Levinson’s theory.
Group Communication Theory: Preventing Conformity The space design (Silence Library) is a tool that prevents Groupthink (Irving Janis), ensuring that ideas brought to discussion have undergone a stage of deep, nonconformist analysis.
Theory of Planned Behavior (TPB): Restoring Control By increasing Perceived Behavioral Control (PBC), KAIROS removes environmental and digital barriers. We make the desired behavior (Deep Work) easy, influencing the TPB.
Crisis Communication: CEO Trust Strategy Strategy: The CEO of KAIROS positions themselves as a «member of a small, specific group» («Adept of Deep Work»), not as a hierarchical leader.
Effect: Creating a strong social identity that provides a higher level of sustainable trust in a crisis situation.
Summary Table: Materialization of Theories in KAIROS
Academic Foundation and Data Sources
Our approach is scientifically grounded:Theoretical Foundation: Petty & Cacioppo (ELM), Ajzen (TPB), Brown & Levinson (Politeness Theory), Janis (Groupthink).
Data Sources: Loss assessments (Gloria Mark, McKinsey), turnover benchmarking (SHRM), and internal data from the KAIROS Pilot Program.
Design as Silence. Solution as Profit.
KAIROS is not just a service. It is a holistic, scientifically grounded approach to managing cognitive resources.We guarantee measurable ROI through increased focus, reduced burnout, and improved decision-making quality.
Start the strategic transformation of your team today. Invest in the cognitive future of your company.
Maria Mordvinova, Olga Solovyova «Communication Theory: Bridging Academia and Practice», Smart LMS [online course], 2025
Janis, I. L. (1972). Victims of Groupthink… Houghton Mifflin.
Thibaut, J. W., & Kelley, H. H. (1959). The Social Psychology of Groups. Wiley.
Petty, R. E., & Cacioppo, J. T. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. Springer-Verlag.
Gemini
All images were created using an artificial intelligence —
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Chatgpt [Электронный ресурс]. — Режим доступа: https://chatgpt.com/ (дата обращения: 12.12.2025, 14.12.2025).
Sora [Электронный ресурс]. — Режим доступа: https://sora.chatgpt.com/ (дата обращения: 12.12.2025, 14.12.2025).
Vidu [Электронный ресурс]. — Режим доступа: https://www.vidu.com/ru/home/recommend (дата обращения: 12.12.2025, 14.12.2025).
