January 8, 2017
So, this is the beginning of my blog. Never had one before, and never been good on writing either so you shouldn’t even bothering of reading it!
As you probably know by now, I work as Visual Communicator. For me, text is something visual. An abstract picture we learned to decode into different meanings depending on which order they are put together.
Think of it! Text, letters, our alphabet is one of the most abstract visuals vi deal with every day. At some point we collectively decided the shapes of different sounds and built a language out of it. This 28 signs we call an alphabet, is an incredible code we created to form an understanding, and exchange of thoughts and messages with others, both in written visual form and in a verbal form. This ”code” form different meanings depending on which order we arrange them with eachother.
This code helps us to navigate through our daily lives. They are framed within yellow backgrounds shouting out varnings. If on green or blue backgrounds they might change their purpose and instead telling you which direction to take. You find this code everywhere! On tags to show the value of a product or as numbers confirming if a your food from the supermarket is still good to eat or not.
Whats mostly amazing with this abstract but yet highly visual form of communication isn’t the creation of the ”code” but how we are trained to decode it.
But it's not only the letters who communicates messages. It is the combination of letters, shapes and colors who creates the bigger picture and the certain purpose of the main message. Big capital letters on a yellow background is by default read and translated as varning signs. But the same thing with an orange background communicates a direct danger.
Whats mostly amazing with this abstract but yet highly visual form of communication isn’t the creation of the ”code” but how we are trained to decode it. Compare/Put hindi next to farsi and Swedish and it will be totally impossible to understand what the meaning of them are.
But with added visuals you can almost predict what it could be about. And with some training we can teach our selfs to read the code. Yet without any cultural references your message could be decoded very differently.
And this is what I do. I work with the bigger picture. Not one single message or sign. But the whole concept which is read by our eyes. The message you want to communicate is bounded by its cultural norms, the shapes and colors we have taught our selfs to decode into different associations and meanings effect the final interpretation. The room the message is suppose to be communicated, the space which surrounds it, the sounds and smells you feel while decoding the message will all effect the final meaning of it. And thats what I’m always saying to my customers, you will never get a 100% effective message communicated to your group target, because every single individual will, depending on their backgrounds and experiences decode your message in accordance with their perceptions.
Working with positioning isn’t about finding your position, it’s about finding an available position with your target group. You will never own your brand, it will always be owned by your costumers. But thats another post for another day!