The author considers the problem of creating images, namely its psychological and ontological aspects. Based on the assumption that mental representation is not a mimetic reproduction of objective reality, but a reference to mutually imputed collective knowledge, the author discusses various factors of this situation. The concept proposed by the author is based on presumption that the measure of the compatibility of the image and its designate is the content dispersion occurring in society, i.e. the number of different points of view. In the constructivist model, imaging is based on communication as a modus of the social system, in this case there is a diversification of viewpoints, and the compatibility of the image with its designate is close to 0.