Communication is everywhere. You cannot be human unless you eat, sleep, and use some form of communication. The beauty of communication, is that it allows every person to communicate differently, which is a big contribution to what makes us such unique individuals. The different types of communication, which include, visual, verbal, audio, and written, lead us to respond to information in different ways.
I respond best to visual communication. Visuals are easy for me to remember, almost like a photographic memory. This happens the most when I’m driving. Over the years I’ve earned the nickname “Tom Tom”, after the popular navigation device, because of my great sense of direction and ability to locate any destination that I’ve been to, even if it was only once. I “blame” that on my response to visuals (signs, street names, intersections, etc.) which act as triggers for my memory.
In visual communication, in order for the information to work and to be interpreted correctly, the tools must be designed and used properly. Tools like images, symbols, directional cues, are imperative to insuring the accuracy of the visuals you are trying to follow. It’s hard for me to hear something verbally and then transcend those set of directions into visual cues. The help of visual tools add that extra guidance due to my need to have to physically see something in order to “get” it.
In today’s world of “tech”, there are companies, people, brands, etc. all over that utilize strong visual logos. The success of these logos depends on the way they are communicated and marketed to the public.
Lulu Lemon, an athletic apparel company, is a great example of this. With fitness and clean eating currently on trend, “doing” the part is just as important as “looking” the part as well. Spending $98 dollars on yoga gear is a little lavish, but for some, wearing an outfit that has a popular logo on it gives the consumer that extra boost of confidence. I think Lulu Lemon does a great job at marketing themselves using just the right balance. When you see their logo on a pair of pants, sweatshirt, or gym bag, etc., you automatically think of what they are selling; trendy athletic wear while promoting a healthy lifestyle.
Gatorade also uses strong visual communication. The lightening bolt and orange cap are the only two things you need to see in order to know what you're drinking. They do a great job communicating visually with the public with their consistency in visuals in their ad campaigns. And lets be honest, nothing tastes as good as a Gatorade does after a long night out…or a game, practice, work-out, of course.
The last brand that I feel uses strong visual communication would be Nike. Typical, I know, but what athletic company is honestly doing it better than this one? From their sponsorships of successful athletes, to their ad campaigns, this logo is EVERYWHERE and most people know it well, unless you live under a rock.
