Does Visual Communication Get Through to Its Audiences

Research output: Contribution to conferencePaperResearchpeer-review


Visual communication is often directed towards an assumed homogenous target group, a market- or 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.
Original languageEnglish
Publication date2013
Number of pages9
Publication statusPublished - 2013
Event2013 Tsinghua International Design Management Symposium: Design-Driven Business Innovation - Shenzhen, China
Duration: 1 Dec 20132 Dec 2013


Conference2013 Tsinghua International Design Management Symposium
SponsorInstitute of Electrical and Electronics Engineers
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