What is Communication
Communication is an art, a tool, sometimes it’s a weapon.
Communication is a Latin word which means ‘to share’. It is a process of conveying a message either to a person (one-way communication) or a group of people (two-way communications). In order to conduct a communication, it involves a sender, a receiver and a medium or a platform which information is conducted. In communication, feedback is a form of data, a useful and valuable data to understand the sender or the customers, in the process of exchanging messages, people can easily build up a relationship with each other. These data can support in identifying and exploring many interrelated elements so as to develop appropriate and effective strategies for a product or a service.
Communication involves creativity, creativity is an art. Smart people can communicate with different people in a creative way by using different tone and manner, beautiful vocabularies, phrases which can change a person’s attitudes towards a situation. It could influence people’s first impression, feelings, thoughts or even change the original perception from positive to negative or vice versa. If the sender presents a message in a way with an intention, it could be a weapon to the receiver.
Art & Design in Communication
Art is a one-way expression, particularly on self-expression. Design is a two-way communication which involves a sender and a receiver, conveying a message to communicate with each others. A designer as a sender should convey a message to receivers by visual communication. Before visually communicate with receivers, the designer is the most involved person with a full understanding of the profile of the target audience, age, gender, education background, lifestyle, place, needs etc, the purpose, the subject of this communication and how to convey the core message/selling points to receivers in an appropriate and effective way.
Decode and Encode
In any conversation, while both sender and receivers are communicating, decoding and encoding are the process of turning thoughts into communication and vice versa. There are many external and internal and factors which will create noises for both parties and lead to miscommunication. Throughout the process, people can learn how to ignore all the noise, be an open minded person and communicate in the most effective and the right way.
Research
Research is to define any of the elements which can visually influence the target audiences on perception and recognition are important. Through research you can find the relevant elements like cultural aesthetics, lifestyles, beliefs etc, analyze them. Based on the findings, designer can define what is nice-to-have and what is must-have and skillfully to put the relevant elements into the design to enhance the perception.
During class, we had a group exercise on decode and encode, we were asked to take the role as a receiver, to decode and understand the message of the below image in proper perspective and react which accords to its decoded.
We tried to decode the above logo device, we could not really tell the business nature at all. This ring image could relate to connections, data analysis, environmental industry or even technology. Moreover, the colours appear on this logo are based on the three primary colours, magenta, cyan and yellow.
We ignored all the noises and avoid being narrow minded, we decoded the logo again. There‘s a gap between the ring, so we took out the possibility of connections. The colours are too fancy for a technology or data analysis company, we took out these two options as well. Finally, we had a conclusion of these three colours appear in the logo might related to three different items, so it could be a logo for a recycle company, say yellow for paper, blue for aluminum cans, pink for plastic bottles. We did have a suggestion to improve in this logo by adding a company name, a slogan or a description to describe the company.
However, we got it wrong, the correct answer is DXOMARK, which is an independent benchmark that scientifically assesses smartphones, lenses and cameras. They test image quality of lenses and cameras and image as well as audio quality of smartphones. Hundreds of individual test results for each device are combined into one score called the DXOMARK score. This logo device makes more senses when it appears in full especially with the word “MARK” and we can easily associated that the ring image is a shutter of a camera.
Throughout the course, the decode-encode exercise inspired me much on critical thinking, a clear and systematic way. Firstly, gather and structure the information, secondly, analyze and evaluate arguments or noises, lastly, make a conclusion and develop an integrated solution. I then go back to my current logo development project by applying the knowledge I learnt and take the first role as receiver to review my current project.
Project Background
- To create a name and develop a logo for a Spanish-style bar & grill restaurant
The Hotel is located in Chap Lap Kok and is designed to be a “Revitalizing Urban Resort”: an easily accessible oasis in the heart of the city, where guests can relax, recharge and rediscover themselves. Built around the ancient Chinese concept of harmonious balance called WuXing 五行 — the five elements — the hotel brings guests close to nature in a casual, natural and balanced way with premium, and thoughtful amenities, and service that offer a sense of true relaxation in an environment of harmony and comfort.
The name of the restaurant is called FUEGO, which is a Spanish word for fire, and fuego is slang term for something excellent or sexy when it is used in English. Based on the snowflake motif used on columns and ceiling, the first logo created.
Responses as a receiver
- the name of the restaurant is fine, no need to think of another name
- a neatly arranged logo and quite solemn
- lack of Spain element, cannot tell it’s a Spanish-style restaurant
- lack of character
- the floral pattern looks like a lotus, if the logo does not have the wordings “Bar & Grill”, it could be something about religious
Responses from other receivers
- the name of the restaurant is fine, no need to think of another name
- tiles is also unique, it could be part of the logo
- lack of Spain element
- a abstract flame vector art which strongly associate with a grill restaurant
After collecting the above feedback, I applied the encode-decode theory that I learnt; analyze and evaluate arguments and noises. I called to the interior designer and asked for the original design concept and the core style /message he wants to deliver and did a research on the interrelated visual elements that could reflect on the design and influence the cognition and perception of the target audience. I had the following findings:-
a)Pablo Picasso
A Spanish innovative artist, master painter, sculptor, printmaker, ceramics artist, etching artist and writer, the most important figure in modern art.
b) Culture of Spain
Spaniards are cheerful, friendly, kind, active, carefree. They like to hanging out with friends enjoying good weather, good food and parties. They like flamenco dancing and bullfighting as well. Red and black the common colour combination in flamenco dancing and bullfighting.
c) Mosaic
Mosaic is one of the most ancient forms of decorative art, it has been used in Europe for centuries. You can find a lot of mosaic used in Spain architecture.
2nd Round Design
[Logo 1] A Picasso’s signature-liked fonts for FUEGO which people can easily associate with a famous Spanish artist. Hand-writing also illustrates a feeling of carefree and cheerful. Red and black are the colours commonly used on flamenco dancers’ outfit. The brush under Fuego represents active. The word Fuego (Fire) also represents enthusiasm, fever, hot and emotion, the letter ‘g’ and the brush could be imagined as a lady is swinging her flamenco dress while dancing.
Response: The colours have enhanced the feel of Spanish, however the red dot also gives audiences another perception of the national flag of Japan. Also, it’s hard to tell the business nature of this logo.
[Logo 2] Using the same fonts in Logo 1 with a red and orange mosaic background as mosaic is a popular decorative art in Spain.
Response: The mosaic is quite an iconic element of Spain, however, the logo is hard to read especially when the logo is small, the details cannot be clearly seen. Again, it’s hard to tell the business nature of this logo.
After gone through the decode-encode process back and forth several times, I can see my improvement in my technical competence and understanding, and here comes the final logo.
In order to have a better visual perception and higher cognition to the target audiences, a simple and more direct logo was developed. The description of the restaurant was also added to the logo which target audiences can easily recognized it’s a Bar & Grill Restaurant.
In conclusion, critical thinking is important in communication, no matter in what kind of communications, verbal, non-verbal, written or visual. Throughout the communication process, people are not only exchange messages, it also creates a relationship with others, or even a community with a group of people sharing different views and thoughts. In the process of communication design, we need to think thoroughly on the purpose, subject of the communication, the needs and profile of the target audiences and communicate the core message in an effective and appropriate way . Be a good designer, be a good story-teller, be a good listener as well.
