Communication Seminar - WEEK 12

14/10/19

 WHAT DEFINES COMMUNICATION?

 exchanging information through speaking, writing, other mediums like visual communications 

 (SHANNON AND WEAVER 1962)
there is always a sender and receiver

 communication in recent times like using emoticons, symbols.

 "Imagine a world with no communication"
what would it be like?
how would we sell and promote, buy items?
express creativity?
visual communication is the conveyance

 TYPES OF VISUAL COMMUNICATION:

  • art
  • photography
  • Graphic Design/Infographics
  • advertising
  • typography 

 TYPES OF VISUAL COMMUNICATION IN FASHION:
billboards
vinyl wraps; taxis, trains, planes
apps
tv advertisement
websites 
PPC/Re-marketing banners
packaging designs
point of sale
product placement
print media; books, magazines
visual merchandising 
retail/In-store design 
exhibitions/fashion shows
social media
influencer marketing 

'VISUAL IDENTITY' DEFINITION:
visual identity is the visible element of a brand such as a logo, typography, colour, illustration, photography, products and often the rules for their application. 
BRAND ESSENCE - values, personality, tone 
of voice, target audience, narrative/storytelling.

VISUAL IDENTITY 

Touchpoint             Guidelines           Brand name             Branding & logo             product
-apps                      -audience     

 BRAND NARRATIVE AND STORYTELLING.

 'BRAND NARRATIVE' DEFINITION:
a brand narrative is the core of a meaningful brand strategy and helps to build the visual identity. 
It is built upon insight and information set in place when establishing the brand identity, yet may shift to meet market changes and audience trends.   

 built up by demographic and location, storytelling is influenced by historical references and expressing their vision. 

 Brand example: BURBERRY.
was a heritage brand and founded in 1856 by Thomas Burberry intending to be for outdoor wear - climbing clothes for Mt. Everest climbers.
Trench coats for the military in the war, aviator clothing

 THEN, later adopted by civilians as a 'fashion brand'.

 PLOT: brand vision/history / origin / message.

 HERO: character/model evoking the brand values and personality, echo the aspirations of consumer self-image.

 PLATFORM: location/setting/ scene associated with the brand values.

 PREMISE: hero, product or branding motivation, relating to the aspiration of the consumer and product function.

 AUDIENCE: who to engage with, and how to entice them.



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