udobri: communication theory
Udobri is a brand of organic fertilizers that are environmentally safe and suitable for beginner gardeners. The brand addresses two target audiences: B2C, which includes novice gardeners who may find it challenging to navigate the complexities of plant care, and B2B, consisting of small farming enterprises that prioritize the safest possible cultivation practices.
How communication theory works in the field of design
One of the main tasks of design is to convey specific meanings, values and ideas to the consumer. These can be the advantages of a brand, associating it with a certain lifestyle, persuading consumers to purchase a product, etc. In this regard, communication theory is important for increasing the effectiveness of a design product.
«Media don’t tell us what to think, but what to think about» — Agenda Setting Theory
According to Agenda Setting Theory, the media form the agenda and prioritize people’s thinking. This principle is also realized through design: with the help of accents in scale, visual hierarchy, composition techniques, and so on, we can «direct» the attention of the reader, user or consumer in accordance with our goals. At the same time, according to Framing Theory, the same information can be presented in different ways. So, with the help of design, the news of a new fertilizer can be presented as a positive event reflecting the possibility of increasing yields, or as a negative event that threatens ecosystem stability. Perception is also influenced by the medium chosen for communication. Thus, the same message posted in a newspaper and on a social network can be perceived in different ways (The Medium is the Message Theory)
However, at the same time, content consumers do not become passive recipients. Uses and Gratifications Theory states that people filter incoming information based on their needs. Thus, people are not just exposed to the media, but they themselves choose which content, in what form and from what source to consume. Brand communication in this regard should meet the needs of the target audience, and the design used for it should not go against user expectations (except in cases when it is done consciously) and the context of use.
This theory is related to Selective Exposure theory, which states that people tend to filter out content that contradicts their attitudes, beliefs, and values. Thus, people prefer to consume information that confirms their views on the world in order to avoid cognitive dissonance.
This tendency of a person to the familiar, the established is considered in the works of the Frankfurt school. Thus, Critical Theory describes the media as an autonomous institution that has now become an instrument of social control. Mass culture can lead to standardization, lack of critical thinking, and abandonment of the pursuit of novelty. This is also evident in design: there is already a trend towards the global unification of visual language, which ensures global comprehensibility but also risks reducing diversity and promoting standardization.
Thus, communication theory allows us to consider design not only from the point of view of visual, but also from the point of view of meanings and perception. This makes it possible to solve design tasks more efficiently, consciously and responsibly.
Presentation for a general audience
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Communication theory as basis for the presentations
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