4. Easy
wasn’t
it?
• There
were
40
coloured
shapes
on
that
page
• You
found
the
green
square
quickly
and
subconsciously
• You
could
do
this
because
you
understood
the
visual
language
of
a
green
square
• We
culturally
share
this
language
• Every
category
has
its
own
visual
language
which
shoppers
share.
They
use
this
visual
language
to
idenCfy
products
and
brands
and
judge
their
relevance
to
the
shopping
mission
da-‐pao.com
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powering
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5. BUT
WHERE
WERE
THE
BLUE
TRIANGLES???
da-‐pao.com
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powering
Vancouver
brands
7. Visual
Language…
• The
blue
triangles
were
not
relevant
to
your
task
• You
subconsciously
deselect
them
• Customers
shop
by
automaCcally
dismissing
most
informaCon
as
irrelevant
to
their
shopping
tasks
and
seeing
only
those
things
that
are
relevant
da-‐pao.com
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powering
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8. TODAY
I’D
LIKE
TO
TALK
ABOUT
VISUAL
COMMUNICATIONS
AND
THEIR
IMPACT
ON
PEOPLE
da-‐pao.com
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powering
Vancouver
brands
9. It’s
about
how
we
can
in8luence
behaviour
change
da-‐pao.com
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powering
Vancouver
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10. What
does
this
mean?
da-‐pao.com
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12. stop
apple
da-‐pao.com
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Vancouver
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13. stop
apple
dove
da-‐pao.com
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brands
14. Signs
are
important
because
they
have
more
meaning
than
the
obvious
danger
health
peace
da-‐pao.com
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powering
Vancouver
brands
15. THE
INTERPRETATION
OF
A
SIGN
IS
DEPENDENT
ON
THE
CONTEXT,
ITS
RELATIONSHIP
TO
OTHER
SIGNS
AND
ITS
ENVIRONMENT.
da-‐pao.com
|
powering
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16. IN
OTHER
WORDS,
CULTURE.
da-‐pao.com
|
powering
Vancouver
brands
17. SEMIOTICS
IS
THE
STUDY
OF
SIGNS
–
VISUAL
AND
SENSORY
da-‐pao.com
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powering
Vancouver
brands
18. Sometimes,
signs
don’t
signify
the
same
thing
to
everyone,
depending
on
context
...
brands
need
to
provide
that
context
if
they
want
to
use
signs
to
create
meaning
with
consumers
da-‐pao.com
|
powering
Vancouver
brands
19. fruit
from
the
tree
of
knowledge,
with
a
byte/bite
da-‐pao.com
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powering
Vancouver
brands
25. LET’S
START
WITH
COLOUR
da-‐pao.com
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powering
Vancouver
brands
26. Red
ac'vates
your
pituitary
gland,
increasing
your
heart
rate
and
causing
you
to
breathe
more
rapidly.
This
visceral
response
makes
red
aggressive,
energe'c,
provoca've
and
a;en'on-‐grabbing.
Count
on
red
to
evoke
a
passionate
response,
albeit
not
always
a
favorable
one.
For
example,
red
can
represent
danger
or
indebtedness.
source:
www.entrepreneur.com/arCcle/175428
da-‐pao.com
|
powering
Vancouver
brands
28. Cool
blue
is
perceived
as
trustworthy,
dependable,
fiscally
responsible
and
secure.
Strongly
associated
with
the
sky
and
sea,
blue
is
serene
and
universally
well-‐liked.
Blue
is
an
especially
popular
color
with
financial
ins'tu'ons,
as
its
message
of
stability
inspires
trust.
source:
www.entrepreneur.com/arCcle/175428
da-‐pao.com
|
powering
Vancouver
brands
30. In
general,
green
connotes
health,
freshness,
environmental
consciousness
and
serenity.
However,
green's
meaning
varies
with
its
many
shades.
Deeper
greens
are
associated
with
wealth
or
pres'ge,
while
light
greens
are
calming.
source:
www.entrepreneur.com/arCcle/175428
da-‐pao.com
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powering
Vancouver
brands
32. In
every
society,
yellow
is
associated
with
the
sun.
Thus,
it
communicates
op'mism,
posi'vism,
light
and
warmth.
Certain
shades
seem
to
mo'vate
and
s'mulate
crea've
thought
and
energy.
The
eye
sees
bright
yellows
before
any
other
color,
making
them
great
for
point-‐of-‐purchase
displays.
da-‐pao.com
|
powering
Vancouver
brands
34. Purple
is
a
color
favored
by
crea've
types.
With
its
blend
of
passionate
red
and
tranquil
blue,
it
evokes
mystery,
sophis'ca'on,
spirituality
and
royalty.
Lavender
evokes
nostalgia
and
sen'mentality.
source:
www.entrepreneur.com/arCcle/175428
da-‐pao.com
|
powering
Vancouver
brands
36. Pink's
message
varies
by
intensity.
Hot
pinks
convey
energy,
youthfulness,
fun
and
excitement
and
are
recommended
for
less
expensive
or
trendy
products
for
women
or
girls.
Dusty
pinks
appear
sen'mental.
Lighter
pinks
are
more
roman'c.
source:
www.entrepreneur.com/arCcle/175428
da-‐pao.com
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powering
Vancouver
brands
38. This
earthy
color
conveys
simplicity,
durability
and
stability.
It
can
also
elicit
a
nega've
response
from
consumers
who
relate
to
it
as
dirty.
Certain
shades
of
brown,
like
terraco;a,
can
convey
an
upscale
look.
From
a
func'onal
perspec've,
brown
tends
to
hide
dirt,
making
it
a
logical
choice
for
some
trucking
and
industrial
companies.
source:
www.entrepreneur.com/arCcle/175428
da-‐pao.com
|
powering
Vancouver
brands
40. White
connotes
simplicity,
cleanliness
and
purity.
The
human
eye
views
white
as
a
brilliant
colour,
so
it
immediately
catches
the
eye
in
signage.
White
is
oMen
used
with
infant
and
health-‐related
products.
source:
www.entrepreneur.com/arCcle/175428
da-‐pao.com
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powering
Vancouver
brands
42. Black
is
serious,
bold,
powerful
and
classic.
It
creates
drama
and
connotes
sophis'ca'on.
Black
works
well
for
expensive
products,
but
can
also
make
a
product
look
heavy.
source:
www.entrepreneur.com/arCcle/175428
da-‐pao.com
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powering
Vancouver
brands
44. Cheerful
orange
evokes
exuberance,
fun
and
vitality.
With
the
drama
of
red
plus
the
cheer
of
yellow,
orange
is
viewed
as
gregarious
and
oMen
childlike.
Research
indicates
its
lighter
shades
appeal
to
an
upscale
market.
Peach
tones
work
well
with
health
care,
restaurants
and
beauty
salons.
source:
www.entrepreneur.com/arCcle/175428
da-‐pao.com
|
powering
Vancouver
brands
51. Designers
use
shape
to...
• Organise
informaCon
through
connecCon
and
separaCon
• Symbolise
different
ideas
• Create
movement,
texture,
and
depth
• Convey
mood
and
emoCon
• Emphasise
and
create
entry
points
and
areas
of
interest
• Lead
the
eye
from
one
design
element
to
the
next
(source:
www.vanseodesign.com/web-‐design/visual-‐grammar-‐shapes/)
da-‐pao.com
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powering
Vancouver
brands
53. Circles
have
no
beginning
or
end.
They
represent
the
eternal
whole
and
in
every
culture
are
an
archetypical
form
represen'ng
the
sun,
the
earth,
the
moon,
the
universe,
and
other
celes'al
objects
between.
Circles
suggest
familiar
objects
such
as
wheels,
balls
and
fruit.
They
suggest
well-‐roundedness
and
completeness.
Circles
are
graceful
and
their
curves
are
seen
as
feminine.
They
are
warm,
comfor'ng
and
give
a
sense
of
sensuality
and
love.
Their
movement
suggests
energy
and
power.
Their
completeness
suggest
the
infinite,
unity
and
harmony.
Circles
protect,
they
endure,
they
restrict.
They
confine
what’s
within
and
restrict
what’s
without.
They
offer
safety
and
connec'on.
Circles
suggest
community,
integrity
and
perfec'on.
hYp://www.vanseodesign.com/web-‐design/visual-‐grammar-‐shapes/
da-‐pao.com
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powering
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brands
56. Squares
and
rectangles
are
stable.
They’re
familiar
and
trusted
shapes
and
suggest
honesty.
They
have
right
angles
and
represent
order,
mathema'cs,
ra'onality,
and
formality.
They
are
seen
as
earthbound.
Rectangles
are
the
most
common
geometric
shape
encountered.
The
majority
of
text
we
read
is
set
in
rectangles
or
squares.
Squares
and
rectangles
suggest
conformity,
peacefulness,
solidity,
security,
and
equality.
Their
familiarity
and
stability,
along
with
their
commonness
can
seem
boring.
They
are
generally
not
a;en'on
ge;ers,
but
can
be
'lted
to
add
an
unexpected
twist.
Think
of
web
pages
that
'lts
framed
images
to
help
them
stand
out.
hYp://www.vanseodesign.com/web-‐design/visual-‐grammar-‐shapes/
da-‐pao.com
|
powering
Vancouver
brands
59. Triangles
can
be
stable
when
siQng
on
their
base
or
unstable
when
not.
They
represent
dynamic
tension,
ac'on,
and
aggression.
Triangles
have
energy
and
power
and
their
stable/unstable
dynamic
can
suggest
either
conflict
or
steady
strength.
They
are
balanced
and
can
be
a
symbol
for
law,
science,
and
religion.Triangles
can
direct
movement
based
which
way
they
point.
They
can
be
used
to
suggest
familiar
themes
like
pyramids,
arrows
and,
pennants.
Spiritually
they
represent
the
religious
trinity.
They
can
suggest
self-‐discovery
and
revela'on.The
strength
of
triangles
suggests
masculinity.
Their
dynamic
nature
make
them
be;er
suited
to
a
growing
high
tech
company
than
a
stable
financial
ins'tu'on
when
designing
a
logo.
Triangles
can
be
used
to
convey
progression,
direc'on,
and
purpose.
hYp://www.vanseodesign.com/web-‐design/visual-‐grammar-‐shapes/
da-‐pao.com
|
powering
Vancouver
brands
62. Spirals
are
expressions
of
crea'vity.
They
are
oMen
found
in
the
natural
growth
pa;ern
of
many
organisms
and
suggest
the
process
of
growth
and
evolu'on.
Spirals
convey
ideas
of
fer'lity,
birth,
death,
expansion,
and
transforma'on.
They
are
cycles
of
'me,
life,
and
the
seasons
and
are
a
common
shape
in
religious
and
mys'cal
symbolism.
Spirals
move
in
either
direc'on
and
represent
returning
to
the
same
point
on
life’s
journey
with
new
levels
of
understanding.
They
represent
trust
during
change,
the
release
of
energy
and
maintaining
flexibility
through
transforma'on.
Clockwise
spirals
represent
projec'on
of
an
inten'on
and
counterclockwise
spirals
the
fulfillment
of
an
inten'on.
Double
spirals
can
be
used
to
symbolize
opposing
forces.
hYp://www.vanseodesign.com/web-‐design/visual-‐grammar-‐shapes/
da-‐pao.com
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powering
Vancouver
brands
63. or
just
swirly
mixing
of
chocolate!
da-‐pao.com
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powering
Vancouver
brands
64. Crosses
symbolize
spirituality
and
healing.
They
are
seen
as
the
mee'ng
place
of
divine
energies.
The
4
points
of
a
cross
represent
self,
nature,
wisdom,
and
higher
power
or
being.
Crosses
suggest
transi'on,
balance,
faith,
unity,
temperance,
hope,
and
life.They
represent
rela'onships
and
synthesis
and
a
need
for
connec'on
to
something,
whether
that
something
is
group,
individual,
self,
or
project
related..
hYp://www.vanseodesign.com/web-‐design/visual-‐grammar-‐shapes/
da-‐pao.com
|
powering
Vancouver
brands
66. CURVED
SHAPES
SHARP
SHAPES
rhythm
and
movement
energy,
violence,
anger
happiness,
pleasure
and
generosity
lively
and
youthful
feminine
masculine
da-‐pao.com
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powering
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brands
67. OTHER
SENSES
TRIGGERED
BY
SYMBOLS
AS
WELL
–
TOUCH,
SOUND
da-‐pao.com
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68. Semiotics
investigates
emergent
cultural
meaning
Research
Semio'cs
• talking
to
consumers
• culture
and
• consumers’
feelings
communicaCons
• conscious
• analysing
adverts,
packs,
communicaCons
• un/subconscious
• As
it
is
now
–
dominant
• As
it
will
be
–
emergent
codes
codes
da-‐pao.com
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powering
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brands
69. SO
HOW
ARE
BRANDS
USING
THESE
ELEMENTS?
da-‐pao.com
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powering
Vancouver
brands
70. LOGOS
ARE
THE
EASIEST
PLACE
TO
LOOK,
BUT
THE
STUDY
OF
SEMIOTICS
GOES
BEYOND
LOGOS
da-‐pao.com
|
powering
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brands
