Communicating with Images - Essay Example

KAQUA Bottled Water Student’s Name Subject Professor University/Institution Location Date Introduction Communication using images is a very important method of communication especially when focusing on the message being displayed by a particular poster. The company’s logo (Appendix 1.0) distinguishes the company’s product from others in the market. The logo is fundamental element for branding and business marketing (Muñiz, Jr & Schau 2007). KAQUA is a short-form for Karni Aqua meaning a name that promotes sport for adult. The logo is used to anchor the company’s brand and in particular in this contexts, a focus on a certain market segment; those who understands the meaning of the logo and adults who engages in active roles, occupations and sports. Clearly, the logo is visible, bolded with a larger font and a thin line crossing over the letters to make it visible from a distance. In order to make it appealing, the line that crosses along the letters provides unique graphical display. The color of the logo is bluish which provides essential information about the product; water which is taken as a common color of masses of water like lakes, seas and oceans. As a well deigned logo, it is an essential part of the company’s overall marketing strategy. For one, a simple name KAQUA is easy to remember or recall when for consumers making it a recognizable brand and simple to describe through word-of-mouth, referrals, testimonials and endorsements. For the first time consumers, the word ‘AQUA’ is also a common term with many water bottling companies and thus, the logo is comprehensible to potential customers. A logo should be designed to offer some information about the product and to some extent, the company (Klein 2009). The label (Appendix 2.0) demonstrates unique logo and background which is further explained under the logo ‘Naturally Pure from the Italian Alps’. The background of ranges or mountains communicates about product’s quality. It is obvious to most people that pure water flows from the mountain tops. The mountain is also recaps coldness and thus refreshing quality of the water. A more appealing slogan also shows the quality of the product with the message ‘The only thing you should taste in your water is WATER’. That gives a convincing message to the consumers that the water is highly purified. Under the logos and the description are the quantity and more importantly, the Standard mark of quality. In most cases, the consumers will look at whether the product has been ascertained by the standardizing agent. Eventually, that promotes the credibility of the company as a having complied with health and safety regulations. On the far right, there is a bar describing the Nutritional Facts. A number of commonly occurring salts in water are highlighted with their composition percentage indicated; all at 0%. On the far left is an explanation of the product, the company and more quality information. The label design is has at least three unique features with the topmost part covering at one-thirds of the total label size with mountain tops visible above the writings. Important information distinctly features with varying fonts and levels of boldness. The label catches all sufficient information where different information competes visually. Analysis of the poster Poster 1 (Appendix 3.0) is purposely set to get attention and help the consumers reinforce an important message (Rhoads 2008). The KAQUA poster is designed in a way to promote and raise awareness. In creates a distinct design where bottles are placed in a unique patter that is more attractive. Looking at the poster, consumers will have their attention grabbed. From a closer look, it is plain that two bottles are put behind the front bottle. When looking at it from a distance, it seems like the bottles are arranged in a different pattern. That creates a desire for someone who sees the bottle from the shelf, on the table or at being held by another person feel to look closely to note the specific design. The poster shows three bottles of water with the far right with ‘KA’ only visible the second ‘KAQUA’ completed and ‘QUA’ at the last bottle only visible. The first and the last bottle set a balance in making the name complete. The package is set behind a larger background of bluish masses of water which is visible when looking through the bottles. Simply, that shows how the water is crystal clear and that it is transparent as if someone is looking through a naked eye. At the same time, the poster demonstrates the very important part; the logo. Therefore, despite its attention attraction property, it also delivers the message quickly and clearly. The image creates a memory peg that can be useful to act at a later time. It is possible for potential customer to specifically ask or purchase the brand based on the poster’s impression. Marketing is all about targeting for captive audience and prominent posters can make a lot of sense (Bass & Keathley 2007). Poster 2 (Appendix 4.0) is designed to communicate very quickly. Based on the photo of a man with sweat rolling down his nose and the mouth wide open, it shows someone who is tired, thirsty and ready to drink water. The poster can be seen as an effective advertising as its message is uniformly identifiable and potentially conveys one single message in unique ways. Through the inclusion of the three bold and separate words ‘WORK’ ‘SWEAT’ and ‘REFUEL ‘, might appear repetitive to someone who conceptualize that the man has used a lot of efforts, is sweating and ready to drink, it eliminates any misunderstanding that might make the photo look weird if someone derivers a different interpretation. For instance, without the three words, a malevolent person of competitor might try to interpret it as a facial sign showing someone who has tasted something bitter. Eventually, the poster avoids ‘the big mistake’ by ignoring such simple facts. Almost anyone who looks at the poster can take note that is showing relief after hard work. The mental picture created will promote the product to targeted consumers. It shows the relaxing nature of KAQUA. The poster communicates benefits to the consumers. In fact the point of focus is how the product is good for consumers. This is a simple and uncomplicated poster whose impressions cannot confuse viewers. For Who? Every product has its target market where most of the purchases are expected. However, that does not impugn on other consumers that are grouped in different market segments. The target market for KAQUA products is active customers and probably between the ages 20 to 45. These are revealed as the case through the core theme of ‘WORK, SWEAT’. In fact the photo shown shows an image of a person that has finished a race, hiking, rock climbing, surfing, bicycling, rising horse, skiing, kayaking or other such activities that require much efforts. In short, these are people who fit in the promotional message ‘WORK & SWEAT’ or ‘Go Play Outside’. However, that does not mean that the only consumers are active group of people but it targets those people that are involved in active lifestyles. The potential customers are pinpointed and they represent a demographic group that comprise of the most people who would busy on the streets and far away from home and would want to take some water on the way. The segment also has disposable incomes and actively spend on products that reveals their unique orientation; status oriented. Though they might not overly be status oriented, they are willing to pay premium prices for certain brand that marks them as a group. The people has a lot of influence and are also connected to networks of peer, family and other significant relationships where they can influence them to be like the product and purchase. Why? The message is creative and the subject is reasonably related to the product that is being promoted. The combination of a message and pictorial makes the advertising unique and highly focused on certain consumers. The graphic is properly executed and creates a memory peg for written message. The last word ‘REFUEL’ is metaphorical and related to a car that requires to be refilled after a ride. The picture is so compelling and only need the message as set to complete the message. The two posters are meant to promote the product at different platforms. It is attractive to distributors like wholesale as well as customer base, point of purchase and pedestrian traffic locations, retail customers and poster giveaways. The poster, the label and the logo can make an impact and the message can be used for long. The logo, label and poster are designed with return on investment in mind. As consumers grow in knowledge, they will like and trust the brand as it can stand out amongst the other brands. Where the message communicated targets a specific group rather than common consumers, the segment of customers is able to respond positively and lead to successive promotion of the logo. Eventually, the groups of consumers that develop loyalty to a brand potentially lead to increased sales and improved mind share in the target market. In addition, these are well designed logo, label and posters and will likely help to steer an implication that the manufacturers have a high degree of competence and professionalism. Eventually, that can steer new customers toward selecting the brand amongst other substandard logos, label and posters. Work, Sweat and Refuel The promotional message is clear and concise and seems so obvious. It is astounding how the KAQUA has got simple message is the right way. The message is tight and descriptive where, it can simply be said, and it does not beg the viewers to think. The words, ‘WORK’ ‘SWEAT’ and ‘REFUEL’ are separated and organized in a suitable direction. This is an attempt to be blunt for the sake of making use of most effective approach. The words are short and with simple message that also inject creativity. The word ‘REFUEL’ is the climax of creativity. Instead of using the word like ‘DRINK’ or ‘QUENCH’, ‘refuel’ goes beyond the obvious revealing creative use of language. Eventually, concise message can save the company a lot of time and money that will be used for promotional purposes as the potential customer will not have to think hard to understand what the product is and what it stands for. The words ‘WORK’ ‘SWEAT’ and ‘REFUEL’ sets the right image of taking the right product when it is desperately needed. It sets a scenario of hurting thirst where after drinking water, there will be a sense of relieve. The message is simple and effective. People will tend to believe that KAQUA works and probably feel some relief from that believe alone. The ultimate aim of such a message is to ensure that those who comes across the poster will not struggle to understand and can relate the message with commonly understood human biological need for water. Evaluation of the posters The design of KAQUA logo, label and poster connect to people in obvious ways. They uses a more common technique by directly relating the product to people’s inner desires. The poster is appealing to five common senses and particularly the one with a sweating man’s face and bottled water near a gapping mouth. The product is directly sensed by the body where the sense can frame the mind of consumers that are not thirsty giving them a feeling of a fulfilled desire. The appeal by certain senses can easily connect a consumer to a product and give an irresistible appeal. For instance, the depiction of a thirsty man can connect with consumers’ feeling of longing and accomplishment. The poster is a depiction of a sense of opportunity with just an old cliché in promotion but which works and has the potential to be effective. On top, the poster has used a metaphor as a more direct association. Drinking is referred as refueling and that is substitution of a more obvious word to bring the taste by use of an appropriate term. REFUEL is appropriately used to help customers think of core desires the product would fulfill. In this case, it is quenching thirsts, revitalizing the body and the word is associated with desire for water. Inspire? There are a few techniques that are applied in these posters to inspire consumers. First, the posters are real and by looking at it, nothing seems fake or insincere. Water qualities are understood and a product like bottled water should only use dome obviously known aspects about water. The last poster of a sweating man shows what matters to consumers when they are sweating. The slogans used like ‘The only thing you should taste in your water is WATER’ and the words, ‘WORK’ ‘SWEAT’ and ‘REFUEL’ are simple or not exaggerated. This helps to focus on the real nature of the product but not trying to make it seem like the product is exaggerated or showing how cool it is or giving messages that shows open competition by impugning on other similar products. It shares something about itself like in the label the source of water is stated and shown on the background ‘Naturally Pure from the Italian Alps’. The poster has aspects of strong emotion by showing the face of a man who is really sweating and thirsty. It shows the obvious, people get thirsty after undertaking difficult tasks and they need to know that a product like KAQUA is readily available for their situation. You like it? As far as graphic design for the poster is concerned, the poster can be said to be simple and one that communicates vital information about KAQUA. For me, the poster was inspiring and it seems that the manufacturer were sure of the image they would create among consumers. There are a number of aspects I noted with the poster and that led me to like it. First, the both posters gets attention, they have good photographs. The one with three bottles is disturbing imagery where a consumer would like to look closer to note how the bottles are arranged. The other one has used a lot of space to have great impact by showing a face of sweating man (actually black to show the teeth with open mouth). The poster can make people stop and look. Secondly, everything about the poster is kept simple starting from the logo, color and graphic elements. The poster avoids too much text on the poster which is a good idea for a product like water. For me, I cannot stand to look at a poster that where I would spend time to read line by line! Thirdly, the poster has used great fonts. The fonts are simple and do not appear fantastic and they have not used different fonts on the poster. Eventually, the poster has no cluttered final impact. Fourthly, the information given is a though on consumption where most vital piece of information is given with plain logic. The information is placed in a manner that they eyes of a viewer can follow one information to another towards the lower region of the poster. For instance, ‘WORK’ ‘SWEAT’ and ‘REFUEL’. It also uses color with care where blue is used; the obvious color for water. References Bass, M, & Keathley, R 2007, Effectiveness of Social Marketing Poster Campaigns on a University Campus Research Quarterly for Exercise and Sport, 78(1). Klein, N 2009, No logo Macmillan. Muñiz, Jr, A M, & Schau, H J 2007, Vigilante marketing and consumer-created communications Journal of Advertising, 36(3), 35-50. Rhoads, G B 2008, US Patent No 7,377,421 Washington, DC: US Patent and Trademark Office. Read More

Important information distinctly features with varying fonts and levels of boldness. The label catches all sufficient information where different information competes visually. Analysis of the poster Poster 1 (Appendix 3.0) is purposely set to get attention and help the consumers reinforce an important message (Rhoads 2008). The KAQUA poster is designed in a way to promote and raise awareness. In creates a distinct design where bottles are placed in a unique patter that is more attractive. Looking at the poster, consumers will have their attention grabbed.

From a closer look, it is plain that two bottles are put behind the front bottle. When looking at it from a distance, it seems like the bottles are arranged in a different pattern. That creates a desire for someone who sees the bottle from the shelf, on the table or at being held by another person feel to look closely to note the specific design. The poster shows three bottles of water with the far right with ‘KA’ only visible the second ‘KAQUA’ completed and ‘QUA’ at the last bottle only visible.

The first and the last bottle set a balance in making the name complete. The package is set behind a larger background of bluish masses of water which is visible when looking through the bottles. Simply, that shows how the water is crystal clear and that it is transparent as if someone is looking through a naked eye. At the same time, the poster demonstrates the very important part; the logo. Therefore, despite its attention attraction property, it also delivers the message quickly and clearly.

The image creates a memory peg that can be useful to act at a later time. It is possible for potential customer to specifically ask or purchase the brand based on the poster’s impression. Marketing is all about targeting for captive audience and prominent posters can make a lot of sense (Bass & Keathley 2007). Poster 2 (Appendix 4.0) is designed to communicate very quickly. Based on the photo of a man with sweat rolling down his nose and the mouth wide open, it shows someone who is tired, thirsty and ready to drink water.

The poster can be seen as an effective advertising as its message is uniformly identifiable and potentially conveys one single message in unique ways. Through the inclusion of the three bold and separate words ‘WORK’ ‘SWEAT’ and ‘REFUEL ‘, might appear repetitive to someone who conceptualize that the man has used a lot of efforts, is sweating and ready to drink, it eliminates any misunderstanding that might make the photo look weird if someone derivers a different interpretation.

For instance, without the three words, a malevolent person of competitor might try to interpret it as a facial sign showing someone who has tasted something bitter. Eventually, the poster avoids ‘the big mistake’ by ignoring such simple facts. Almost anyone who looks at the poster can take note that is showing relief after hard work. The mental picture created will promote the product to targeted consumers. It shows the relaxing nature of KAQUA. The poster communicates benefits to the consumers.

In fact the point of focus is how the product is good for consumers. This is a simple and uncomplicated poster whose impressions cannot confuse viewers. For Who? Every product has its target market where most of the purchases are expected. However, that does not impugn on other consumers that are grouped in different market segments. The target market for KAQUA products is active customers and probably between the ages 20 to 45. These are revealed as the case through the core theme of ‘WORK, SWEAT’.

In fact the photo shown shows an image of a person that has finished a race, hiking, rock climbing, surfing, bicycling, rising horse, skiing, kayaking or other such activities that require much efforts. In short, these are people who fit in the promotional message ‘WORK & SWEAT’ or ‘Go Play Outside’. However, that does not mean that the only consumers are active group of people but it targets those people that are involved in active lifestyles.

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