Does Visual Communication Get through to its Audiences

Visual communication is often directed towards an assumed homogenous target group, a marketor segment. However, this study shows that such constructs as typical, average consumer, modal or blue or red segment can be misleading. Individuals and markets represent distinct levels of analysis. The logo is a prime each individual to receive the next message in a positive mood. In this paper, a distinction is made between how the message is received by the single individual and how the message is received by the market that is how it is received by the “average respondent”. The distinction is made between individual vs. market variation. A variation seen by the individual means that the message is received with its complexity and meaningfulness, while a big market variation means people understand different things and a Babylonian confusion is the outcome. Also differences between cultures are investigated but found to be limited compared to the between
subject- or market variation.
The present study aims at explaining which elements of a logo that enables it to be seen, understood and accepted based on the visual elements. The measurements conducted are various forms of variation. Individual variation is desired because it means a thorough deep understanding, but between people variation means that the reception resembles a Babylonian confusion. We find that various visual elements are able to explain how these variations occur. When the market does not work well as a mass market, it should be addressed in a different manner, either as a network of homogenous users or the visual elements should be changed.