Communication theory: KOMOREBI
1. The communication theory in the design field 2. About brand 3. For professional audience 4. Communication theory as a basis for the presentations 5. Sources
The communication theory in the design field
In brand design, we are fundamentally constructing a system of signs and interactions. Each decision conveys meaning. Communication theory provides the analytical tools to understand how these meanings are generated. Key questions include: How will this be interpreted by others? What impression does this material create? In what way does it influence the behavior of individuals?
The semiotic tradition views communication as sharing meaning through signs and symbols. In design, meaning isn’t built into objects themselves—it emerges through interpretation shaped by cultural context. This explains why different audiences read the same design differently. Common design signs and symbols include:
- Colours convey emotion (red = energy, blue = trust, green = nature) - Shapes suggest ideas (circles = unity, squares = stability, triangles = movement) - Fonts set tone (script = elegance, modern = innovation) - Icons indicate actions (arrows = direction, checkmarks = success) - Images communicate concepts (nature photos = sustainability) - Textures suggest quality (smooth = modern, rough = authentic) - Composition shows hierarchy (centered elements = importance)
Other communication theories apply to desighn too: Politeness theory shows how designers navigate social relationships through tone and accessibility. Commercial design often uses friendly, inclusive approaches to build connection with audiences. Critical theory pushes designers to consider the ethical and political impact of their work. Design choices don’t just solve problems—they shape identities, normalize behaviors, and determine who gets seen or ignored. By applying communication theory, designers move beyond surface-level problem-solving. Theory provides frameworks to understand how visual messages influence society, turning intuition into systematic thinking about identity, power, and culture.
About brand
«The Art of Gentle Light»
«Komorebi» makes energy-saving lamps inspired by nature’s most beautiful light.
Named after the Japanese word for sunlight filtering through leaves, we craft floral lighting that brings moments of calm and beauty to where you work and live.
Our floral lamps recreate this feeling indoors, transforming functional lighting into an experience of tranquility and beauty. Each piece filters light through botanical forms, bringing that intimate sense of pause and wonder into your everyday spaces.
Sustainable design. Serene illumination.
For professional audience
Target audience
The target audience is modern young people, navigating demanding careers while prioritizing mental health and work-life balance. They’ve intentionally designed home offices and living spaces that support focus and tranquility. For people who is creating sanctuaries in their homes and workspaces.
Also for who is drawn to Japanese aesthetics and biophilic design — the idea that nature indoors isn’t luxury, but necessity. Whether practicing yoga, reading, or simply decompressing after a demanding day, they appreciate lighting that doesn’t just illuminate, but transforms.
Naming and design
Komorebi is a Japanese word for sunlight filtering through tree leaves — those dappled patterns of light and shadow you see in a forest on a sunny day.
Headings: SVERDLOVSK
We have two types of logo, which means we have different types of lamps.
Logo can work with and without naming. It can be colorful of black and white, in one color.
Colours
Our variations: 1. English cottage style (abundant, mixed florals) 2. Vintage floral (chintz fabrics, traditional patterns) 3. Modern botanical (minimalist, single-stem arrangements) 4. Tropical floral (bold, exotic blooms).
English cottage style
Vintage floral
Modern botanical
Tropical floral
Communication theory as a basis for the presentations
Effective communication requires customization based on the audience’s background and anticipations, informed by distinct theoretical frameworks.
In addressing a broad audience, the presentation integrated insights from affective and semiotic theories.
Affective theory, concerned with subconscious emotional reactions, prioritized intuition above rationality. Consequently, the visual design featured abstract, soft-focus, and textured colour bursts intended to elicit feelings prior to intellectual comprehension. Meanwhile, semiotics steered away from conventional floral imagery and stereotypical symbols (such as roses equating love) and associated hues (like beige and pink). An innovative visual lexicon emerged, wherein color became the predominant indicator of sentiment, rendering the message direct yet amenable to individual interpretation. Language choices emphasised sensory experiences and benefits («an instant rush of sensation») instead of technical details about the product.
At its core, the communication theory acted as an instrument for segmenting and organizing content. It offered a well-defined justification for distinguishing between the emotional resonance aimed at general audiences and the strategic reasoning targeted towards professionals. This ensured that every presentation was grounded in understanding how its particular audience forms significance and evaluates worth.
Midjourney
DALL-E
Stable Diffusion
Artbreeder
NightCafe Creator
DeepArt
