Ideology is a set of ideas that constitutes one's goal, expectations and actions. A comprehensive vision as a way of looking at things, as in common sense and several philosophical tendencies.
I've been thinking long about what ideology is. Someone told me that ideology is the thought behind a concept.
I took my main project as an example and explained what's the ideology behind that. Since I'm doing a bridal store, I want to create a store where people come into the store can feel the joy of happiness. Just the same as a small child get into a toy store or candy shop. A place comfortable place with full of surprises.
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