Visual communication models

Sara Bigazzi

VISUAL COMMUNICATION

How to communicate specific meanings

playing with visual features

people/ non people

high angle /

low angle shot

frontal / lateral

close-up/ overview

light/ dark

From dark to light

Bright / Pale

Bright >> artificial, synthetic

Bright>> artificial, synthetic

top/ down

central / peripherical

Inside / outside

STANDARD OF PRINTED ADV

Headline

visual

Pay-off

Pack-shot Bodycopy

logo sequential

visual

(Pay-off)

(Pack-shot)

logo axial

STANDARD OF PRINTED ADV

powerful, strong, aggressive, impulsive, dynamic, taste intensity, elegance, romance

Natural, fertile, calm, peaceful, quiet, genuine for food products

safe, calm, honest, prestigious, noble, institutional, fresh for food products (milk,…)

Future, development, modern, new, natural for food (cornfield)

pure, clean, hygienic

feminine, sweet, tender

elegant, sophisticated, quality, value, refined

BLACK

MODELS & TECHNIQUE IN VISUAL COMMUNICATION

MODELS & TECHNIQUE IN VISUAL COMMUNICATION

  point of view   role-play   tone of voice

NARRATIVE POINT OF VIEW:   external   internal

THE EVENTS ARE SEEN FROM AN EXTERNAL

POINT OF OBSERVATION

> WHO’S LOOKING / TALKING DOESN’T APPEAR (both at a verbal and at a visual level)

The statement hasn’t a protagonist

> External Point of view

Who’s talking is:

  an external observer, neutral and impartial

  “somebody” we can’t see

There is no clue about verbal references to “I” or “You”

> External Point of view

The statement tells a “general statement”

It’s like who’s talking was “The common sense” “the public opinion” “THE Science” “THE good taste”.. “THE society”

> External Point of view

OUTPUT:   lower involvement   info is presented as “real”, as something given for granted

> External Point of view

>> in social communication

> External Point of view

THE EVENTS ARE TOLD FROM THE INSIDE

WE CAN SEE WHO’S TALKING

(at a visual level and/or verbal one)

> Internal Point of view

WHO’S TALKING IS VISIBLE AND (OFTEN) IS LOOKING AT US

> Internal Point of view

experienced expert

> Internal Point of view

He/she talks according to his/her experience, since he/she has already passed throught those kind of choice or situations and therefore knows it very well.

> Internal Point of view > EXPERIENCED

Authotitative and prepared, the Expert is not involved in first person, but know what we’re talking about because he’s used to cope with it each single day.

> Internal Point of view

> EXPERT

OUTPUT:   presence effect   bigger involvement   process of identification   subjective point of view

> Internal Point of view

For example:   somebody who already did the mistake and wants to prevent us from doing it   somebody that had the guts to say no/or that behave in the right way”   somebody who’s been helped and is communication his gratitude   somebody who’s donating some money   somebody who wants to make people aware about his situation

>> in social communication

HE watches, lives, and tells IN FIRST PERSON

> internal Point of view

>> in social communication

For example:   somebody who already did the mistake and wants to prevent us from doing it   somebody that had the guts to say no/or that behave in the right way”   somebody who’s been helped and is communication his gratitude   somebody who’s donating some money   somebody who wants to make people aware about his situation

> internal Point of view

2. ROLE-PLAY:   “I have a dream”   “I know, therefore trust me”   “I am a perfomer”   “Awards: positive or negative”

“I HAVE A DREAM” The brand proposes a aim, a dream to achieve, and ask the target to participate

>> usually the product is the tool thru which the aim could be achieved

Two main sub-strategies:

  SUGGESTION

  REQUEST (asking for)

I HAVE A DREAM >> in social communication

  THE SUGGESTION >> an action is suggested for the wellness of the whole society

Proposal of detachment from a negative behaviour and/or

proposal of positive behaviours

I HAVE A DREAM >> in social communication

Proposal of detachment from a negative behaviour

proposal of positive behaviours

  REQUEST >> the goal is to achieve a concrete action (donation, money)

I HAVE A DREAM >> social communication

“I KNOW, THEREFORE TRUST ME”

Focus on the Brand knowledge and competence

Know / Know-how

Able/ Able to

>> the brand knows what the consumer want’s

“I KNOW, THEREFORE TRUST ME”

Brand know-how

>> long-term experienced, great care

Who’s talking (ONG, Public institution, Non-profit organization,…):

  is well-known, is perceived as competent and skilled on the matter is talking about,has been working on that field for a long time.

  knows what’s better for the well-being of the target

  is represented by a testimonial, well-known to be skilled on the social issue promoted

“I KNOW, THEREFORE TRUST ME”

>> in social communication

“I’M A PERFORMER”

Focus on the product performances, showing points of strenght

“I’M A PERFOMER”

People are shown while acting in the correct way ie: people behaving in the right way or volunteers at work, while healing, helping…

“I’M A PERFORMER” >> in social communication

people behaving in the right way

volunteers at work, while healing, helping…

GET A REWARD

  Value acknowledgment

  Consumer satisfaction

(often the focus is on the

act of consuming as

desiderable and

gratifying)

Commercial adv

euphorical

REWARD >> in social communication

Social adv

disphorical euphorical

VS

positive award positive award negative award

POSITIVE AWARD

  satisfaction of the protagonist, while thinking or doing a positive action Es: proudness of the blood donours

  acknowledgment of an achieved goal es: positive things built or achieved with the fund raising,…

  social approval / beneficiaries gratitude es: children while studying, people saying thank you,…

AWARD >> in social communication

positive

NEGATIVE

What would happen if...

… we won’t adopt the correct behavious

Show of the negative conseguences

of the wrong behaviour

i.e: car accident, a city overwhelmed by urban waste, the general pollution…

AWARD >> in social communication

Negative

Negative

Negative

Negative Positive

negative >> positive

3. STYLES:   “Happy end”   “Fear Arousal Appeal”   “Paradox”

Positive feelings friendly reassuring, good practices, hyronical and playful

WORKING ON EUPHORICAL

HAPPY END

WORKING ON DISPHORICAL

FEAR AROUSAL APPEAL

Direct Shocking Use of strong and though images Aggressive High-emotional-impact

WORKING ON NON –DISPHORICAL & NON-EUPHORICAL

PARADOX EFFECT

Striking from a rational point of view Puts things in a differente perspective Plays on identification Plays on contrasts and on irony

ACCORDING TO YOU, HOW IT WORKS IN YOUR COUNTRY?

SOCIAL COMMUNICATION: Environmental issues