Visuality in Corporate Communication
Book chapter > Chapter Other Book · 2019
Authors: Emine Özen OKAT, Bahadır Burak SOLAK
Advances in Multimedia and Interactive Technologies, Chapter Other Book, IGI Global, B, International, 2019, pp 37-59, ,
DOI: 10.4018/978-1-7998-1041-4.ch003
Summary
One of the most important areas where visual communication is prominent today is marketing. Brands try to adopt to the visual world of today in order to make their communication with their target audience more meaningful and effective. This way, organizations, and therefore brands, take significant steps for differentiation from their competitors by forming their visual identity. Additionally, considering the current advertisements of brands, it is seen that visual narratives are highly abundant. In this context, brands which are starting to use visual communication effectively are gaining a broader place in the memories of their target audience by increasing brand awareness. As a result, it is believed that the significance of visual communication and identity is increasingly higher in terms of influencing existing and potential masses by being integrated into the visual world of today.