VISUAL COMMUNICATION DESIGN FOR PRODUCT PERSONALITY REPRESENT IN SOCIAL MEDIA

Abstract

The objectives of this research are to analyze the influence of visual communication design towards the understanding of brand personality and to develop visual strategies and solutions for better communication of brand personality in social media. Methodologies of this research are collecting case studies of visual communication design from Modernform furniture in order to design a data collection process for interviews of both experts and end-users, as well as to use the analysis given from satisfaction measurement tools from the theory of J.L. Aaker in 1997. The key findings of this research are as follows: 1. Brand personality of Modernform furniture in social media is perceived as the one with full capability, credibility, and luxurious style. The next attributes are pleasure and modern. 2. The way we use colors, illustrations, texture, mood and tone, harmony of graphic elements is essential in visual communication design which affects the perception of brand personality in social media. 3. In order to create visual communication design, emphasizes are placed on not only using cool colors, but also considering a balance and harmony of graphic elements, texture, and mood and tone. The tonality will be a bright tone with illustrations in pictures.