Within every picture is a hidden language that conveys a message, whether it is intended or not. This language is based on the ways people perceive and process visual information. By understanding visual language as the interface between a graphic and a viewer, designers and illustrators can learn to inform with accuracy and power. In a time of unprecedented competition for audience attention and with an increasing demand for complex graphics, Visual Language for Designers explains how to achieve quick and effective communications. This book presents ways to design for the strengths of our innate mental capacities and to compensate for our cognitive limitations. Visual Language for Designers includes: —How to organize graphics for quick perception —How to direct the eyes to essential information —How to use visual shorthand for efficient communication —How to make abstract ideas concrete —How to best express visual complexity —How to charge a graphic with energy and emotion
The Language of Branding: Theory, Strategies, and Tactics will teach you how to use language successfully to improve brand value and influence consumer behavior. Luna and Lerman are among only a few researchers who take a multidisciplinary perspective on the ways language influences how consumers act. Together with Morais, an anthropologist in market research, they describe and apply principles from four fields of study: * the structure and meaning of language; * how humans acquire, use and understand language; * how social setting impacts language use; and * the signs and symbols that make up communication The strengths of each of these approaches are combined into a solid theory of creating brand value. The book shows how understanding language functions, like the sounds or meanings of words, impacts on traditional branding principles, like brand awareness. They recommend specific steps for building a sound brand strategy based on exploiting the richness and complexity of language. This book includes exercises to stimulate class discussion of the theories, and cases to help you apply these theories in practice. The Language of Branding can be used on a number of courses, including consumer behavior, branding and advertising, linguistics, and communications.
Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish for the brand. It lays out the available possibilities for constructing logos and distinguishes basic types along with examples of their use and evolution over time.
This thesis focuses on finding ways of creating products that communicate a brand's core message to the user through a structured and clearly defined design framework known as Visual Brand Language (VBL). The work has two parts. The first part highlights the need for a triadic communication model (Brand, Product, User), which serves as a vehicle for the brand message to travel from the hands of business teams through design teams to the consumer. In the second part, the emphasis is on VBL creation methodologies that enable designers to extract design attributes for the product to be designed. Two methods discussed in this part are The VBL Pyramid and the Disk Method. The VBL Pyramid is a methodical translation of the brand core values in a stepwise manner going from the bottom to the top from abstract to specific of a hypothetical pyramid and at each step arriving at form elements that will drive product design. The Disk Method focuses on creating image collages that describe brands core values in consumers own interpretation which then leads into cues that designers use to formulate signature elements and a design strategy. Finally as a conclusion, emphasis is drawn upon how a VBL strategy helps multibrand companies to monitor, manage and communicate important features of a design to other stakeholders in the product development process without sacrificing creativity.
Branding can be approached from various angles, for example with a marketing, sales or business mindset. On 156 pages, this unique book has a strong visual focus and provides an opportunity for learning and development, mostly to graphic designers, marketing specialists and consultants who are open to visual ideas and wish to grow professionally – and to future clients planning to have their visual identity designed. From a brand to a visual language The five chapters take the reader through the visual branding process, covering branding and the meaning of visual elements. Detailed descriptions are complemented with explanatory illustrations or images on almost every page. The last chapter offers short, supplementary pieces of information and several useful tools and guides. Who is this book aimed at? » Graphic designers wishing to dive deeper into the branding process » Consultants seeking a better understanding of the visual aspects of branding » Students of visual fields » Entrepreneurs wishing to get an insight into branding and visual identity design The structure of the book The branding process: brand, brand sprint and brand design. The visual response: basic forms and their meaning, bouba or kiki, typography and how to choose a colour. The visual branding process:briefing, draft designs, presentation, iteration and delivery. Digital visual identities: website, application, advertisements, social media, design systems. Useful materials: useful materials and guides for branding and visual identity design.
Ideal for students of design, independent designers, and entrepreneurs who want to expand their understanding of effective design in business, Identity Designed is the definitive guide to visual branding. Written by best-selling writer and renowned designer David Airey, Identity Designed formalizes the process and the benefits of brand identity design and includes a substantial collection of high-caliber projects from a variety of the world’s most talented design studios. You’ll see the history and importance of branding, a contemporary assessment of best practices, and how there’s always more than one way to exceed client expectations. You’ll also learn a range of methods for conducting research, defining strategy, generating ideas, developing touchpoints, implementing style guides, and futureproofing your designs. Each identity case study is followed by a recap of key points. The book includes projects by Lantern, Base, Pharus, OCD, Rice Creative, Foreign Policy, Underline Studio, Fedoriv, Freytag Anderson, Bedow, Robot Food, Together Design, Believe in, Jack Renwick Studio, ico Design, and Lundgren+Lindqvist. Identity Designed is a must-have, not only for designers, but also for entrepreneurs who want to improve their work with a greater understanding of how good design is good business.
When information truly is ubiquitous, when reach and connectivity are completely global, when computing resources are infinite, and when a whole new set of impossibilities are not only possible, but happening, what will that do to your business? What improvements have been achieved? Which measures and indicators matter? What are the key elements of your Visual brand language performance improvement system, including your evaluation, organizational learning, and innovation processes? If you got fired and a new hire took your place, what would she do different? Defining, designing, creating, and implementing a process to solve a challenge or meet an objective is the most valuable role... In EVERY group, company, organization and department. Unless you are talking a one-time, single-use project, there should be a process. Whether that process is managed and implemented by humans, AI, or a combination of the two, it needs to be designed by someone with a complex enough perspective to ask the right questions. Someone capable of asking the right questions and step back and say, 'What are we really trying to accomplish here? And is there a different way to look at it?' This Self-Assessment empowers people to do just that - whether their title is entrepreneur, manager, consultant, (Vice-)President, CxO etc... - they are the people who rule the future. They are the person who asks the right questions to make Visual Brand Language investments work better. This Visual Brand Language All-Inclusive Self-Assessment enables You to be that person. All the tools you need to an in-depth Visual Brand Language Self-Assessment. Featuring 957 new and updated case-based questions, organized into seven core areas of process design, this Self-Assessment will help you identify areas in which Visual Brand Language improvements can be made. In using the questions you will be better able to: - diagnose Visual Brand Language projects, initiatives, organizations, businesses and processes using accepted diagnostic standards and practices - implement evidence-based best practice strategies aligned with overall goals - integrate recent advances in Visual Brand Language and process design strategies into practice according to best practice guidelines Using a Self-Assessment tool known as the Visual Brand Language Scorecard, you will develop a clear picture of which Visual Brand Language areas need attention. Your purchase includes access details to the Visual Brand Language self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows your organization exactly what to do next. You will receive the following contents with New and Updated specific criteria: - The latest quick edition of the book in PDF - The latest complete edition of the book in PDF, which criteria correspond to the criteria in... - The Self-Assessment Excel Dashboard - Example pre-filled Self-Assessment Excel Dashboard to get familiar with results generation - In-depth and specific Visual Brand Language Checklists - Project management checklists and templates to assist with implementation INCLUDES LIFETIME SELF ASSESSMENT UPDATES Every self assessment comes with Lifetime Updates and Lifetime Free Updated Books. Lifetime Updates is an industry-first feature which allows you to receive verified self assessment updates, ensuring you always have the most accurate information at your fingertips.
Visual design has become an increasingly important product differentiation tool for companies. By deploying a consistent visual design language that communicates brand-specific values, a company can foster recognition for its brand as a whole. When a brand seeks to launch a new product, it can take advantage of its established brand recognition, by extending its visual language to the new product. In doing so, the brand increases the new product's ability to be recognized. Supportive branding tools for industrial designers are lacking, yet strategic decisions related to visual design have become increasingly important. The objective of this thesis was to investigate how designers may extend a brand's visual design language to new products in practice. A framework was derived based on established branding theory and on design research related to visual recognition. The aim was to derive a framework that could support designers in strategic decisions, while also leaving room for designers to express their individual creativity within a viable frame of reference. An experiment was conducted to assess the framework's performance and designers' attitudes towards it. In addition, designers' own practical approaches to the task were explored. An expert panel was utilized to evaluate designers' product drafts. The results indicate that designers, while applying the framework, designed products that communicated the target brands' visual design language more clearly than without the framework, whereas no significant difference in the concepts' creativity levels were found. Perceived advantages associated with the framework were usually linked to its structure and helpfulness in determining brands' visual strategies. In order to strengthen the findings of this study, future research should explore the effectiveness of the proposed framework with larger sample sizes and additional means of evaluation. The framework may prove especially useful in educational settings, fostering designers' ability to think about visual design in a strategic manner. As such, future experiments may be conducted at institutions offering educational programs within the field of industrial design.
Graphic Design, Referenced is a visual and informational guide to the most commonly referenced terms, historical moments, landmark projects, and influential practitioners in the field of graphic design. With more than 2,000 design projects illustrating more than 400 entries, it provides an intense overview of the varied elements that make up the graphic design profession through a unique set of chapters: "principles" defines the very basic foundation of what constitutes graphic design to establish the language, terms, and concepts that govern what we do and how we do it, covering layout, typography, and printing terms; "knowledge" explores the most influential sources through which we learn about graphic design from the educational institutions we attend to the magazines and books we read; "representatives" gathers the designers who over the years have proven the most prominent or have steered the course of graphic design in one way or another; and "practice" highlights some of the most iconic work produced that not only serve as examples of best practices, but also illustrate its potential lasting legacy. Graphic Design, Referenced serves as a comprehensive source of information and inspiration by documenting and chronicling the scope of contemporary graphic design, stemming from the middle of the twentieth century to today.
