{"id":152,"date":"2021-06-11T14:57:19","date_gmt":"2021-06-11T19:57:19","guid":{"rendered":"https:\/\/excal.design\/?p=152"},"modified":"2021-09-07T12:13:30","modified_gmt":"2021-09-07T17:13:30","slug":"branding-communication-design-bcd-series-part-1","status":"publish","type":"post","link":"https:\/\/excal.design\/index.php\/branding-communication-design-bcd-series-part-1\/","title":{"rendered":"Branding, Communication & Design: Part I"},"content":{"rendered":"
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BC&D Series<\/strong> is a three-part series that will explore the basic principles for effective branding through communication and design. <\/em><\/p>\n

Part-1 of this series will explore the fundamental relationship between branding, communication and design by unraveling their fundamental definitions.<\/em><\/p>\n

 <\/p>\n

Branding, Communication and Design: Definitions<\/h3>\n

Branding can be defined as a strategy for enabling people to quickly identify and experience a brand. It is a well-defined process of giving meaning to specific companies, organizations, products or services by creating and shaping a brand in peoples\u2019 minds.<\/p>\n

Brand can be considered\u00a0as the physical (e.g. \u201cthe shoe is light-weight\u201d) and emotional (e.g. \u201cthe shoe makes me feel powerful\u201d) manifestation of ideas or images about specific activities, products and services. It is therefore\u00a0not just the physical features that create a brand but also\u00a0the emotions that people create towards companies or organizations and their products or services.<\/p>\n

What is communication? Communication can be defined as the fundamental requirement for the existence and survival of people.\u00a0It is a well-defined process\u00a0of sharing ideas, feelings, etc. with the purpose of arriving at a common understanding.<\/p>\n

What is design? Design can be defined as the process of transferring ideas into action and creating something new. Design can also be defined as the process of envisioning and planning these creations. And finally, design is the result of these creations that people can experience through brands, products or services. . People communicate through languages, while brands communicate through design. Therefore branding can be considered as the mode of communicating a brand\u2019s identity through design.<\/p>\n

 <\/p>\n

Design can communicate brand messages<\/h3>\n

Design<\/a> can communicate branding messages\u00a0faster than words by making sure that the messaging is clear and compelling.<\/p>\n

In order to achieve this objective, design has to first develop a relationship between the audience and the brand visuals. Before knowing what the brand visuals will look like, designers should consider the message that needs to be communicated and how to strategically engage people. Design needs to consider key aspects that capture peoples\u2019 attention first, the common associations that people have, and the psychology behind how design elements affect peoples\u2019 moods.<\/p>\n

Communication can better be understood through its\u00a0basic principles. Principles constitute those validated guidelines used in performing different tasks or functions for achieving pre-defined goals. Generally speaking, there hasn't been a universal consensus about the \u201cbasic\u201d principles of design. It is entirely possible to create a good brand design without a thorough understanding of the principles of design merely by \u201cdesign intuition.\u201d But this may take a lot of trial and error in order to create a brand that actually looks good and creates an optimal experience.<\/p>\n

Therefore, understanding how the principles of communication can be applied in the design of brands, thereby creating better branding and marketing campaigns, can help businesses deliver the right message.<\/p>\n

 <\/p>\n

Studying the basic principles of communication to structure branding can be an incredibly valuable tool in designing and communicating strategic information about a brand.<\/p>\n

Part-2 of this series will explore the basic principles of communication and their applications in the process of designing brands.<\/p>\n<\/div>\n

 <\/p>\n

Author: Dr. Amardeep M. Dugar, \u00a0<\/strong>IALD, IDA, MIES, FISLE, FSLL<\/p>\n

Dr. Amardeep M. Dugar is the <\/span>founding principal of Lighting Research & Design. <\/span><\/div>\n
He has a Masters degree in Architectural Lighting from University of Wismar, Germany<\/a> and a Ph.D. from Victoria University of Wellington, New Zealand. <\/a><\/span><\/div>\n
He is also the co-founder of the Virtual Lighting Design Community.<\/a><\/span><\/div>\n
<\/div>\n

The views\u00a0expressed by the author are his own.<\/i><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

BC&D Series is a three-part series that will explore the basic principles for effective branding through communication and design. Part-1 of this series will explore the fundamental relationship between branding, communication and design by unraveling their fundamental definitions.   Branding, Communication and Design: Definitions Branding can be defined as a strategy for enabling people to […]<\/p>\n","protected":false},"author":5,"featured_media":195,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2],"tags":[16,21,3,6,22],"class_list":["post-152","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-thought-leadership","tag-branding","tag-communication","tag-design","tag-experience","tag-intuitive-design"],"yoast_head":"\nBranding, Communication & Design: Part I - Excal Design<\/title>\n<meta name=\"description\" content=\"B&D Series is a three-part series that will explore the basic principles for effective branding through communication and design.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/excal.design\/index.php\/branding-communication-design-bcd-series-part-1\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Branding, Communication & Design: Part I - Excal Design\" \/>\n<meta property=\"og:description\" content=\"B&D Series is a three-part series that will explore the basic principles for effective branding through communication and design.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/excal.design\/index.php\/branding-communication-design-bcd-series-part-1\/\" \/>\n<meta property=\"og:site_name\" content=\"Excal Design\" \/>\n<meta property=\"article:published_time\" content=\"2021-06-11T19:57:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-09-07T17:13:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/excal.design\/wp-content\/uploads\/2021\/06\/education-1651259_640-e1622661732598.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"450\" \/>\n\t<meta property=\"og:image:height\" content=\"317\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Dr. Amardeep M. 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