Post on 30-Dec-2015
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“How to brand through text and pictures.”
Roger Aeschbacher
The following presentation was held by Roger Aeschbacher at the Museum of Kommunikation in Bern at the Swiss Biotech Association Event „Communication – Make the best of an important business tool“ on Nov 14th 2008 .
Did you come by train?
Multiple colours, multiple pictures/forms, multiple text styles compete for attention. Everything is very confusing
Did you arrive by car?
Multiple colours, multiple pictures/forms, multiple texts compete for attention. Everything is very confusing
Don‘t forget the Drämmli!
This happens, when a bus driver tries to make sense out of such confusing traffic signs, while driving.
It‘s a complex world
The world is globally networked
Understanding the system is difficult
Navigation through life is tough
Better use a GPS
Brands help us navigate through life
Brands give us orientation in an overcrowded marketplace. Brands simplify decisions. Brands comfort us … if kept simple.
One colour
One form
One word
One design
One smell
One soundscape, etc.
The challenge in communication
The speaker has a certain intention. The receiver must (and will) interpret it.
4 aspects are always communicated
„Wanna try this new
aspirin?“
– Fact: I found a new formulation. – Appeal: I want you to try it.– Relationship I like you and care for you.– Self-disclosure I know what is good for you.
Schulz von Thun
– Fact: You didn’t bring me the original. – Appeal: You want me to change brands.– Relationship You don’t care for me.– Self-disclosure You want to dominate me.
The receiver decides what he hears
Interpretation by receiver:
New message is sent:
„No!“
Communication is interpretation
All four aspects are always interpreted.
The receiver decides what he wants to hear.
The reaction may show how theinformation was received.
Non-verbal signs help us to interpretthe messages.
Claims communicate all 4 aspects
Claims, like all communication instruments, send always a four-fold message.
E.g.: „We Innovate Healthcare“
What is indeed communicated here? – Emphasis on fact– Strong self-disclosure– Important impact on relationship– Appeal may not be the one intended
Claims should care for all 4 aspects
– Fact: We speak your language– Appeal: We want you to talk to us– Relationship We see ourselves as partners– Self-disclosure We would like to be your
partner
Our own work: „We speak Life Sciences“
Tip: Balance all 4 aspects of a message well.Help reader interpret all 4 aspects.
Claims should care for all 4 aspects
– Fact: We know biotech and can help you
– Appeal: We want to help you– Relationship We are your partner– Self-disclosure We are happy to support you
Our work: „We help you biotech“
Tip: By balancing all 4 aspects, you can try to
steer the interpretation by the reader.
Tip: A meaningful visualization of a claim
will boost it‘s message.
The challenge with texts
Words carry meanings (usually) known to all.Yet, texts must (and will) be interpreted.
Which single word represents a companies throughout its development?– Young start up: Fast and furious– Break-through: Perfect partner– Pharma: Serious and stable
Danger using fake words, or using more words.
The challenge with pictures
Pictures are not decoration. Pictures convey tons of meanings.
Pictures don’t carry a tag how to use them.
Absence of body language, tonality allows more room for interpretation.
Very precise selection of pictures is needed.
Danger to use „generalized“ or „neutral“ images
Texts and pictures correspond
„In a well designed communication instrument, pictures and texts support each other to help a stakeholder understand all our intentions.“
Roger
Aeschbacher
Just one example: One of our texts
Challenge: How to communicate that a German company is happy to meet customers in Switzerland, too?
By using text an image
What to avoid with text and pictures
See on the slides just some current examples
of a specific communication instrument –advertisements photographed at the train station Basel SBB.
Negative: Text only
Texts stating purefacts are boring
Power of picturesis not used
Negative: Picture is boring
Text is interesting
Yet, picture is boring
Picture doesn‘t enhance meaning
Emotions not directed towards the product
Negative: Text and picture are boring
Is a yellow bottle light?
What should one do now?
What do I get, if I get the message?
Negative: Nice picture, nice text
Everything is perfect, but …doesn‘t really fit together.
Positive examples
Positive examples
Reduced to max.
Text evokes an image. Image is a text sign.
Text and picture boost each other.
Balance of fact, appeal, relationship, self-disclosure.
Positive examples
Reduced to max.
Text and picture correspond excellently.
Message is a fact and an appeal.
Relationship and appeal aspects are nicely visualized.
Positive examples: My favorite
Such a brand gives comfort
Reduced to max
Simple unique words create whole worlds
Excellent enhancement of text and picture
Balance between fact, appeal, relationship, self-disclos.
Brand invites you to enter a conversation, find comfort
Excellent CIs care for the „I“ and the „You“.
Excellent CIs enable a brand to steer the conversation with it‘s stake- and shareholders.
Texts, pictures, claims, newsletters, logos, etc. are simply instruments to enable a conversation.
Avoid pictures as decoration. Select them carefully.
Avoid texts as facts only.
Texts and pictures boost each other.
Care for all 4 aspects of a message.
Take home messages: How to brand through text and pictures
Always!
we are texters and designers
We are happy to help you communicate Find more information under www.skarema.com
Thank you for your attention
Roger Aeschbacher info@skarema.com078 637 69 80 www.skarema.com