Experiences of functional communication
Posted: Sat Jan 18, 2025 6:13 am
Example: Google
unnamedGoogle has a simple basic logo, which also has a number of abstractions, but varies enormously with the playful ' doodles ' that match an item of that day. These items make the logo relevant in terms of content and are a creative expression that characterizes the brand. The logo itself often comes back very abstractly. This is relevant in terms of content, based on the day on which you go to Google. The style is created by the designers and can vary greatly.
7. Function
The function of an identity is related to the function of the company or project. This can vary greatly, from a 'feeling' to a fairly literal or conceptual translation of the brand. The communicative function of an identity is basically almost the same, the content and functional content can vary greatly based on the goals to be achieved.
facebook iconsExample: Facebook
For example, with Facebook, the thumb is universally recognizable as Facebook, but also functional: 'I like'. (Now the thumb has more or less been abandoned recently by putting the Facebook 'F' central, which refers even more strongly to the brand). Furthermore, Facebook has little to no 'branding', the brand = the functionality. This is a tendency that is strong among ' online-only ' brands, which have to rely on function. What you can do with it, must then be strong enough to carry the identity.
8. Meaning
This question can be quite deep. What does the brand stand for? What is its purpose? What are the USPs? What is the meaning for the people who work for the company, but above all: what is the meaning for the person it is intended to reach? In the case of commercial brands, this is often about a feeling, an association. With commercial brands, this usually means that expressions must be simple, funny, horny or cool (the 3 g's). Most (commercial) brand expressions aim for that. It works too - to a certain extent. Otherwise, campaigns would not be designed in this way to a large extent.
The image society is, from the perspective of traditional advertising, a projection of a false reality, which strongly influences reality. It influences emotions, behavior ( role models ) and the economy (purchasing behavior). If you really want to be different, brands must have something to say. This is an increasingly stronger phenomenon since the internet has become the starting point of brand communication.
The story behind the picture
What is the meaning of a brand and what is the story behind the image? The first websites of brands were mainly online brochures, with the company structure explained. Now there are two major movements: marketing in the form of interactive (web) experiences, and functional apps and websites as online expansion of the products and services.
The first category primarily serves the young target group, with visual experiences that are playful in nature and combine video or photography with interaction. In terms of communication, still an online brochure – but more beautiful, more immersive and more interactive. In the second category, the functional possibilities of the internet ensure that you as a user can do more and build a substantive or functional relationship with the brand. Communicate, participate and interact online, often personalized. From a commercial perspective, you can, for example, top up your credit, gain and maintain detailed insight into your energy consumption, or assemble and buy a product such as a car.
The experiences have a push character (like traditional advertising) and persuade benin mobile phone number list people to a certain brand via ' brand image '. The functional approach ensures that the brand has real added value in practice. Depending on the brand, the communication focuses more on ' experiences ' or functional communication. Brands that have to rely on style will opt for the former, service providers and companies for the latter. Brands that can only exist online, such as Google and Facebook, are purely functional in nature. Their brand image is derived from this.
The ideal mix
The visual impact of experiences and the function or content can be combined. Then the communication goes beyond leaving a visual or interactive impression. A direction that may not seem new is ' playful communication '. A few years ago, online action marketing games were popular - or at least the making of them. Many won prizes.
But do they work? These 'advergames' usually had nothing to do with the product or service and this can even damage a brand. A car commercial with a shooting game for example: no functional or substantive relationship. Real playful communication is a combination of the functional, substantive and the playful brand experience. A style and form that suits the target group, but a substantive added value from the USPs of the brand, the program or the organization. Teaching people something or letting them discover something, who are motivated to do this thanks to the game experience.
Examples of gamification & playful learning
unnamedGoogle has a simple basic logo, which also has a number of abstractions, but varies enormously with the playful ' doodles ' that match an item of that day. These items make the logo relevant in terms of content and are a creative expression that characterizes the brand. The logo itself often comes back very abstractly. This is relevant in terms of content, based on the day on which you go to Google. The style is created by the designers and can vary greatly.
7. Function
The function of an identity is related to the function of the company or project. This can vary greatly, from a 'feeling' to a fairly literal or conceptual translation of the brand. The communicative function of an identity is basically almost the same, the content and functional content can vary greatly based on the goals to be achieved.
facebook iconsExample: Facebook
For example, with Facebook, the thumb is universally recognizable as Facebook, but also functional: 'I like'. (Now the thumb has more or less been abandoned recently by putting the Facebook 'F' central, which refers even more strongly to the brand). Furthermore, Facebook has little to no 'branding', the brand = the functionality. This is a tendency that is strong among ' online-only ' brands, which have to rely on function. What you can do with it, must then be strong enough to carry the identity.
8. Meaning
This question can be quite deep. What does the brand stand for? What is its purpose? What are the USPs? What is the meaning for the people who work for the company, but above all: what is the meaning for the person it is intended to reach? In the case of commercial brands, this is often about a feeling, an association. With commercial brands, this usually means that expressions must be simple, funny, horny or cool (the 3 g's). Most (commercial) brand expressions aim for that. It works too - to a certain extent. Otherwise, campaigns would not be designed in this way to a large extent.
The image society is, from the perspective of traditional advertising, a projection of a false reality, which strongly influences reality. It influences emotions, behavior ( role models ) and the economy (purchasing behavior). If you really want to be different, brands must have something to say. This is an increasingly stronger phenomenon since the internet has become the starting point of brand communication.
The story behind the picture
What is the meaning of a brand and what is the story behind the image? The first websites of brands were mainly online brochures, with the company structure explained. Now there are two major movements: marketing in the form of interactive (web) experiences, and functional apps and websites as online expansion of the products and services.
The first category primarily serves the young target group, with visual experiences that are playful in nature and combine video or photography with interaction. In terms of communication, still an online brochure – but more beautiful, more immersive and more interactive. In the second category, the functional possibilities of the internet ensure that you as a user can do more and build a substantive or functional relationship with the brand. Communicate, participate and interact online, often personalized. From a commercial perspective, you can, for example, top up your credit, gain and maintain detailed insight into your energy consumption, or assemble and buy a product such as a car.
The experiences have a push character (like traditional advertising) and persuade benin mobile phone number list people to a certain brand via ' brand image '. The functional approach ensures that the brand has real added value in practice. Depending on the brand, the communication focuses more on ' experiences ' or functional communication. Brands that have to rely on style will opt for the former, service providers and companies for the latter. Brands that can only exist online, such as Google and Facebook, are purely functional in nature. Their brand image is derived from this.
The ideal mix
The visual impact of experiences and the function or content can be combined. Then the communication goes beyond leaving a visual or interactive impression. A direction that may not seem new is ' playful communication '. A few years ago, online action marketing games were popular - or at least the making of them. Many won prizes.
But do they work? These 'advergames' usually had nothing to do with the product or service and this can even damage a brand. A car commercial with a shooting game for example: no functional or substantive relationship. Real playful communication is a combination of the functional, substantive and the playful brand experience. A style and form that suits the target group, but a substantive added value from the USPs of the brand, the program or the organization. Teaching people something or letting them discover something, who are motivated to do this thanks to the game experience.
Examples of gamification & playful learning