Communication Theory: Tableware Demake
Contents:
1. Communication theory in design 2. Presentation for a general audience 3. Presentation for a professional audience 4. Band strategy 5. Bibliography and Image sources
Communication theory in Design
Communication theory in design is built on a principle of transmitting a certain message from the sender (designer) and the receiver (audience) through various visual elements. The unique nature of Communication theory in design lies in its lack of direct messaging and reliance on non-verbal communication through association: it gives users the opportunity to construct meaning from the visual prompts.
The process of this exchange between the creator and the user can be divided into encoding (creating of the visual message), channel (adapting to the suitable medium) and decoding (interpreting the message, done by the receiver). The transmission is always influenced by the «noise» and the context.
It is necessary to add that the transmission model is bidirectional, where the designer not only creates the message, but also receives the feedback from the user.
Different tactics for communicating with the audience are described as message design logics, developed by Barbara O’Keefe. Expressive logic is based on personal expressions and feelings, while rhetorical logics relies on strategic meaning-making, and conventional logic stands on social norms and relevant context. It is essential for a designer to thoughtfully choose the right tactic of communication and gain the maximum engagement and trust from the audience.
Presentation for a general audience
Have you ever felt nostalgic for the old games of your childhood? Would you like to bring the beloved low-poly aesthetics to your everyday life? If you are even slightly drawn to the late 90s digital world, then our brand is for you!
We present the set of tableware based on the PlayStation-1 graphics. Its sharp edges and unusual shapes will bring back all the childhood nostalgia and make you feel like the main character of your favorite video game.
You do not have to worry about the product’s fragility — our tableware is not only about style, but about steel as well! It is designed to be as sustainable and long-lasting as possible, and is 3d-printed from the best-quality steel.
If you want more than just a set of tableware — then we have some good news! Our brand presents the merchandise line inspired by the PlayStation console. Simple yet familiar shapes and sharp edges will remind you of sleepless nights spent playing your favorite game.
Buy Tableware Demake — feel like the main character!
The final product
Presentation for a professional audience
We present the unique interpretation of the tableware set — «Tableware Demake». The designer approach is based on reinforcing nostalgia among users by encouraging their associative thinking. The combination of routine physical objects and digital context distinguishes our brand from the competitors.
The final product
Target audience reference
We expect the emotion-driven engagement with the brand mainly due to its childhood nostalgia-driven focus. Thus, the target audience can be described as younger millennials (25-35 y.o.) from middle to upper-middle class, who are engaged in video game industry. They most likely had a PS1 in their childhood, and/or are interested in collecting artifacts from the late 1990s to early 2000s.
Based on this description, we made the emphasis on the aesthetics of PS1 games and advertisement. We incorporated warm colors, pixel art graphics and game-related objects into the promotional materials.
Animated poster
The final product
Mixed colors: Darken red (#DE0606) Darken yellow (#FFAE00) Font: Druk Wide Cyr (pixelated) Key visuals: pixel art, PS1 design elements
Packaging
The potential for growth can be implemented through the diversification of the products and further development of the visual style. Collaboration with gamer-oriented brands and even game development studios will also contribute to the significant growth and the greater trust from the audience.
Growth and Innovation strategies: - Limited edition sets - Merchandise development - Collaborations with gamer-oriented brands - Introducing collectables
The final product
Communication theory as basis for the presentations
Communication theory has helped to structure and define both ways of introducing a brand to different audiences. In the following analysis, both tactics will be explained according to Craig’s 7 traditions and message design logics, as well as the transactional model between the designer and the audience.
Craig’s method
- Socio-cultural tradition is prevalent in the presentation, as the brand identity relies on the shared socio-cultural identity and plays on nostalgia for a certain time period. It is represented both in language («childhood nostalgia», «your favorite PS1 video game») and in visuals (identity resembles the PS1 interface and game imagery)
- Semiotic tradition is seen through the use of certain colors, fonts and other visual elements that form a system of signs and references. This system is then interpreted by the user and turned into the overall brand image. Thus, the goal is to make this image resonate with a wider audience on a deeper level.
Message Design Logics
- Expressive logic is used more in the presentation for the general audience, creating the engaging environment and the illusion of personal connection with the user. It is seen in expressive openers, exclamation marks and the slogan «Buy Tableware Demake — feel like the main character!»
- Rhetorical logic values persuasion and goal-oriented strategy. Due to that, our presentation contains bright and inviting phrases («our brand is for you») and is written using the «we» pronoun to engage the audience. On the other hand, the professional terminology is used to increase the credibility among both general audience and professionals.
- Conventional logic is implied to the very structure of presentation that is written in casual style and resembles other brand presentations done by the studios or students.
Transactional model
The transactional model is based on the mutual exchange of signals between the sender (designer) and the receiver (audience). The aim of the brand is to translate the information as effectively as possible and to encourage user to imply associative thinking and resonate with the message on a subconscious level.
Through bright visuals and easily distinguishable imagery the brand is expected to draw attention of the target audience. Then, by engaging with the brand, feedback will be formed and the relation between the designer and the audience will become bidirectional.
«Communication Theory: Bridging Academia and Practice», online-course
Storkerson, P. (2002) Information and cognitive process: a communication theory for design, in Durling, D. and Shackleton, J. (eds.), Common Ground — DRS International Conference // https://dl.designresearchsociety.org/cgi/viewcontent.cgi?article=2750&context=drs-conference-papers
3d models, mockups and brand identity are retrieved from Pavel’s project «Tableware Demake»: https://hsedesign.ru/project/t-6bdcf44e7f3946cc9e47282cdc7c64d8
