The Power of Visual Communication

  Nik Oliva   None

Visual communication

 

There’s an old saying that “a picture is worth a thousand words”. That is because a picture contains an idea. In our everyday life, Visual communication is all around us. It is a survival skill that we tend to take for granted. We do not have to visit an art gallery or museum to experience visual communication. We communicate both through visual communication and language. Nevertheless, we tend to forget that we do. When asked to give an example of a method of communication, people usually reply “language”. We use visual communication to navigate and understand the world. We take visual communication for granted because it happens unconsciously most of the time.

‘Visual communication’ is a generally defined term. The term ‘visual communication’ as the name suggests is communication through visual aid and is described as the conveyance of ideas and information in forms that can be read or looked upon. Actually, there are three forms in which people interact with each other. They can be differentiated as written communication, oral communication and visual communication. In some cases all the forms of communication or a couple of them work in tandem. All the forms of communication, even individually are extremely valuable.

These are some of the reasons why showing is such an important form of communication. This kind of communication is essential to us, that is, it can’t be separated from human beings and will remain applicable in our lives as long as we continue communicating with each other. There are many types of visual communication designers. Some take a more analytical approach, some more conceptual, some expressive. Different situations or scenarios demand application of different approaches of visual communication. It is therefore important for any visual communicator to employ these approaches accurately to enhance successful communication.

Visual communication is used in a variety of different fields. There is traditional advertising, which includes magazines, buses, trains, posters and press. In addition to those paper-based advertising, TV, Cinema and now urban advertising such as bus stops and banners are now integrating flat screen technology allowing them to be more effective in Visual communication. Screens and monitors are now everywhere.

Advertising is a flourishing business globally. Advertising is one field in particular that relies heavily on images to convey ideas. Whether it be print-based, or based on new computer technology, it has become increasingly important in our fast-paced and image-reliant society. It involves the development of communication strategies that best target a predefined market. there are three major roles that images in advertising perform. “They can elicit emotions by simulating the appearance of a real person or object; they can serve as photographic proof that something really did happen; and they can establish an implicit link between the thing that is being sold and some other image”.

An appealing idea is important in advertising design and it often appeals to the audience’s emotions, causing them to make a purchase or to change their perception. Emotion is defined as response to things and people via gestures and expression due to psychological instinct. The emotional presentation of visual communication, with the fundamentals of visual physics and mentality, is the combination and arrangement of elements of design such as pattern, hue, words etc. Since visual communication is impressively varied, it is possible to have different emotional experience.

In brand identity design, the designer’s role is to understand the lifestyle and behavior of the target market, its competitors and come up a visual identity system that communicates the values of the brand. The designer’s ultimate goal is to attract sales and increase the profitability of the business. Similar to planning a business’ branding strategy, market research is also important. It is often important for advertisements and promotion designs to attract attentions of passers-by. Visual communication in advertising is therefore similar to how verbal or written language works.

Basically, graphic designers play the most crucial and important role in visual communications. They are the people most relied upon in the advertisement creativity industry. They are the people who take the ideas of the product manufacturers and become very imaginative in the creation of some type of image, print, or whatever it takes to personify the product line to the marketplace to become recognizable amongst the consumer or target market. Clearly, advertising plays an important role in a our economy. When companies successfully use advertising, they create more jobs and pay more taxes and that directly contributes to economic growth.

Overall, the design of visual communication is composed of the modeling of visual language and graphic design with the motive of relaying information, ideas and messages in the field of advertising. In order to create effective visual communication design, the designer should develop design skills to manipulate and organize elements, design principles, production method, selected media and materials. Successful and efficient design requires the designer to have the ideas of the kind of learning style of the recipient. The main aim of the designer is effectively to convey a message that is clear accessible and easy to understand to the end user.

Fundamentally, visual communication design is a creative process that combines the visual arts and technology to communicate ideas. It begins with a message that, in the hands of a talented designer, is transformed into visual communication that transcends mere words and pictures. By controlling color, type, movement, symbols, and images, the visual communication designer creates and manages the production of visuals designed to inform, educate, persuade, and even entertain a specific audience. The ability to communicate effectively and consistently has long been considered an essential aspect of our lives, life would indeed be difficult without paintings, photographs, diagrams, charts, drawings, and graphic symbols.

 

Key Factors that Influence Customer Loyalty

  Nik Oliva   None

Customer Service Satisfaction Concept

In recent years, the World Wide Web has evolved to a business platform with worldwide reach and 24h/7 days service for selling various kinds of goods. Also, the number of users having access to this business platform is going towards more than one billion and thus the number of potential customers for online businesses is undeniably large. Moreover, every online businesses’ interest lies in attracting new customers and creating a wide base of loyal customers. Since loyal customers generate regular revenues, the aim of online businesses is to occasional customers into loyal customers.

Loyal customers are indeed crucial to business survival. For that reason many companies use defensive marketing strategies to increase their revenue and profitability by maximizing customer retention. Customer loyalty has been recognized as a key path to profitability. Loyalty has been defined in the business field as “a deeply help commitment to re-purchase or re-patronized a preferred product or service consistently in the future, thereby causing repetitive same brand-set purchasing despite situational influences and marketing efforts having the potential to cause switching behavior.”

 

Loyalty, is a customer’s favorable attitude toward the seller that results in repeat buying behavior. But what influences customer’s loyalty?

 

During the past decades, service quality became a major area of attention to businesses owing its strong impact on business performance, customer satisfaction, customer loyalty and profitability. Service quality, generally is a global judgment or attitude relating to a particular service; the customer’s overall impression of the relative inferiority or superiority of the organization and its services. Service quality is a cognitive judgment. The assessment of the quality of a product or service is made during the actual delivery process, usually involving a customer  to employee encounter. Customers asses service quality by comparing expectations of services provided with perceptions of the actual service or product received from a particular service or product provider.

Many businesses have already begun to incorporate some degree of customization of their product or service for  their customer’s specific needs. In e-commerce, customization is operationally defined as the extent to which an online retailer’s website can recognize a customer and then tailor the choice of products, services, and shopping experience for the customer. It reflects the degree to which information or a service is tailored to meet the needs of the individual visitor, so customers can complete their transactions more efficiently when the site is customized.  For example, a large product or service selection can frustrate potential customers and drive them to use simplistic decision rules to narrow down the their choices. If the company is able to accurately tailor or narrow choices for individual customers, it can lesser the time customers spend browsing through an entire product assortment to find precisely what they want. Simply, customization increases the probability that customers will find something that they wish to buy. Customization also creates the perception of increased choice by enabling a quick focus on what the customer really wants. Creating satisfactory website for e-commerce is important because the first impression of an e-commerce website may strongly affect the development of trust, and effective communication may facilitate trust maintenance.

An online customer has virtually instant access to competitors, so switching to a competing seller is easy. Therefore, businesses need to ensure proper care of their customers. Care refers to the attention that a business pays to all the pre- and post-purchase customers to facilitate both immediate transactions and long term business and customer relationships.  Generally, care is the extent to which a customer is kept informed about the availability of their preferred products and the status of orders, and the level of efforts expended to minimize disruptions in providing desired services. Service failures weaken customer-company bonds and lower perceptions of service quality. For that reason, it is expected that the level of care that a company exercises to minimize inconvenience in customer service will lead to higher customers’ loyalty.

Customer’s privacy and security are important elements in offline or online business settings. Security refers to the protection of information or systems from unauthorized intrusions or preventing the information to leak publicly. Fear of lack of security has been identified as affecting the use of online services. Privacy, on the other hand, refers to the protection of various types of data that are collected without the knowledge of the user during users’ interactions with the online system such as registration process, which may also affect the usage of the systems. By that, businesses must gain their customer’s trust. Trust is the willingness of the certain individual to be vulnerable to the actions of another individual based on the expectation that the other will perform an agreed action without monitoring or controlling.

The importance of customer satisfaction cannot be dismissed because a satisfied customer is a repeat and loyal customer. Obtaining customer satisfaction is important to the growth and expansion of a business as it leads to an increase in acquiring loyal customers which ultimately results in stable profitability. Customer satisfaction is an emotional post consumption response that may happen as the result of comparing expected and actual performance. It is an elevation of emotion as it reflects the level which a consumer believes that the possession or the consumption of a product or service causes positive feelings which is an evaluation as well as an emotion response to a service.

Customer satisfaction holds significant importance in any business because without satisfied and loyal customers, you don’t have a business. imply, Customers were less likely to switch product or service if their levels of satisfaction were high. Also, a single unsatisfied customer can send away more business from your organization than twenty highly satisfied customers. The more you focus on customer satisfaction, the more long-term business you will get. Keep in mind that Customer satisfaction is in fact not necessarily a guarantee of loyalty. In certain industries, some customers who switch products or services say that they were satisfied or even highly satisfied with their previous service provider. But customers may change their mind providers because of other factors such as price, availability or because the rival is offering new opportunities, or simply because they want some variation.

Customer satisfaction is an overall customer attitude or behavior towards a certain product or service provider, or an emotional reaction towards the difference between what customers expect and what they receive, regarding the fulfillment of some desire, need or goal Customer loyalty, on the other hand, is the result of a business’ creating a benefit for customers so that they will maintain and increasingly repeat purchase with the business. It is in fact an intensely held commitment of customers to prefer products or services of a particular business in future despite situational constraints or marketing influences to cause the switching behavior. Moreover, a genuine customer loyalty is created when customers become advocate of an organization without receiving any incentive.

 

Understanding Personal Branding

  Nik Oliva   None

personal branding

Having a strong “personal branding” is a very important asset in today’s competitive world. Everyone has a personal brand, whether they are aware of it or not. It is no doubt that a good leader, who is at the same time a skilled and experienced communicator, is an asset for any organization. Personal branding is valuable for many reasons, but mainly because it’s the way you market yourself for others to see.

Your target market are the people who can buy from you, invest with you or refer you to people who are able to make your goals a reality. Most buying decisions are based on trust, confidence and the feeling of connection people have related to a product, service or person. For example, consider this personal brand. Jack is a trustworthy realtor who specializes in properties under $600,000 in California, he usually serves families who are transferring from out of state. he has a caring attitude and a gentle, advice-giving manner. He treats his clients with honesty and confidence.  Anyone can buy and sell houses. But Jack’s personal qualities are what attracts his target clients. Jack’s qualities is his personal brand.  It’s the trusted relationship that counts, which often seems valuable when offering your product or service to your target audience. Relationship stands for its meaning when it is established and maintained. The real challenge lies in gaining mutual connections. Personal branding helps us achieve this. We can improve a brand identity of ourselves when we are identified with a valuable knowledge, traits, and significance. We must evolve to be a product sought after by many costumers. We need to create and maintain a value to ourselves so that we grow with specific identity to ourselves.

The term “Personal Branding” is a modern invention, but the phenomenon of people instantly labeling each other based on reputation and  behavior is as old as human interaction. Tom Peters, who coined the phrase in 1997 in his article “The Brand Called You,” had this to say:

“You’re every bit as much a brand as Nike, Coke, Pepsi, or the Body Shop. To start thinking like your own favorite brand manager, ask yourself the same question the brand managers at Nike, Coke, Pepsi, or the Body Shop ask themselves: What is it that my product or service does that makes it different? We are CEOs of our own companies: Me Inc. Create a message and a strategy to promote the brand called You.” – Tom Peters

Personal branding is a new marketing concept related to the marketing strategies that a person adopts in order to promote his or her major personal characteristics. Personal branding is heavily used by celebrities politicians, and people who look for social integration, support or uniqueness. Building a strong personal brand is a process which helps others recognize your key skills and appreciate your worth. Even within primitive societies, individuals judged each other based on quick impressions, and decided whom to trust based on unreliable emotional contexts.

personal brand

 

When building a personal brand, it is important to know how others perceive you. Our personal brand must be genuine. Genuine personal branding is a journey towards a happier and more successful life. Our personal brand should therefore arise from our search for our own identity and meaning in life, and it is about getting very clear on what we want, fixing it in our minds, giving it all our positive energy, doing what we love and develop ourselves continuously. Our personal brand should always reflect our innate character, and should be built on our values, strengths, and uniqueness, If we are branded in this organic, and genuine way ,our Personal Brand will become strong, clear, complete, and worthwhile to others. We will also create a life that that makes us feel complete and we will automatically attract the people and possible opportunities that are a perfect fit for us. If we are not branded in this way, if we don’t deliver according to our brand promise, and if we focus mainly on selling and promoting ourselves, we will be perceived  as “someone who thinks very high of oneself”. And the branding will be perceived in contrast to our branding goals.

When building your personal brand, don’t let your job or profession title dictate who you are. Your brand is much more than just your title, you must induce your purpose in life, what you want to accomplish, and the impact you want to have on others. Also, your personal brand does not need to showcase every aspect of yourself. A personal brand identity that displays your every interest not often works. Nevertheless, if done correctly, your personal brand’s reputation and credibility will help you stand out from the crowd, and create an environment in which more opportunities come to you. Also, it might be tempting to try and mold yourself into a brand that fills a void in the marketplace. But don’t just pull a brand identity out of the air. You might will lose brand equity with your audience. Your brand should be a natural extension of yourself. Building your personal brand is very much like creating a brand for your business. You must decide the brand elements, give meaning to them, position them, communicate the meaning and manage it over time. Each of us has unique gifts and a distinct purpose in life.

A strong personal brand that fits with a business ,has the power to turn customers’ perception into profits. This is valuable for most entrepreneurs who often start businesses with nothing more than an idea and a firm handshake. Your values, personal qualities and nature, including the way you naturally think and act distinguish you. You might be hard-working, stylish, friendly, analytical, confident, creative, intuitive or a combination of any traits we people believe describe every person on the planet. Effective personal brands, similar to business brands, are those primarily based upon good quality, consistency and alignment with core value. It is up to you to impress your target audience with these qualities and characteristics within you, bring all the pieces together, and communicate a very clear, consistent message across multiple channels online and offline, that differentiates your unique promise of value and connects you with your target audience.