AURA. Communication theory
Design and Communication Theory
In the age of visual culture, the ability to convey meanings without direct verbal formulations becomes a key skill. Communication theory, traditionally associated with linguistics and sociology, gains particular significance in the fields of design and contemporary art. It helps us understand how visual images, compositions, and artistic techniques transform into an effective channel for transmitting ideas.
Communication in design and art is a two‑way process that involves encoding a message by the author (designer or artist) and decoding the information by the recipient (viewer or user). In this context, the basic Shannon‑Weaver communication model (source — channel —receiver) undergoes transformation: images are used instead of words, composition replaces syntax, and colour and form take the place of phonetics. Contextuality plays a crucial role here: the meaning of the message is determined by the audience’s cultural background, the historical moment, and the environment of perception (whether it’s a gallery, urban landscape, or digital interface).
In design, communication theory is implemented through a sophisticated system of visual codes. Colour serves as an emotional marker: red signals danger or attracts attention, while blue is associated with trust and stability. Typography becomes a carrier of style — strict fonts convey professionalism, while handwritten ones create a sense of warmth and individuality. Composition builds a narrative: the rule of thirds guides the viewer’s gaze, while asymmetry adds dynamism. Icons and symbols form a universal language. Thus, communication theory transforms design and art from purely aesthetic practices into powerful tools for dialogue with the audience. In design, it ensures clarity and functionality of the visual language; in art, it provides depth and polyphony of meanings. The key condition for successful communication remains a deep understanding of three components: who the message’s recipient is, what codes they are able to recognise, and in what context the interaction takes place.
In a world where 80 % of information is perceived visually, mastering the language of visual communication becomes not just a professional skill, but also a necessary literacy for the 21st century. Designers and artists who understand the mechanisms of meaning transmission gain the opportunity not only to create visually appealing objects, but also to actively shape the cultural landscape of the modern era.
Presentation for a general audience
AURA — an ecosystem of healthy living: from nutrition to mindfulness.
The modern pace is exhausting. We want to be healthy, but we don’t know where to start. AURA brings together everything you need for balance: healthy nutrition, smart gadgets, and mindfulness practices. AURA Food — ready-made meal plans with superfoods. AURA Band — a stress-monitoring wristband. AURA Mind — a meditation app. AURA Space — coworking spaces for yoga and retreats.
AURA Food/ AURA Space/ AURA Band
Your daily harmony
AURA Mind
«Science, not myths» (evidence-based nutrition). «Nature without compromises»(eco-friendly packaging, local ingredients). «Mindfulness every day» (practices for beginners).
AURA Space
Founded by a nutritionist and a designer in 2024. Our mission is to make a healthy lifestyle accessible and beautiful.
Presentation for a professional audience
One brand, multiple touchpoints AURA is a holistic wellness brand dedicated to harmonizing modern lifestyles with sustainable health practices. We see well-being not as a trend, but as an essential, lifelong journey — one that blends scientific rigor with mindful living. Our mission is to make healthy choices accessible, beautiful, and deeply personal.
We emerged from the growing tension between fast-paced urban life and the universal desire for balance. Today’s consumers are more informed than ever: they scrutinize ingredients, demand transparency, and seek products that align with their values — sustainability, efficacy, and aesthetic sensibility. Yet many wellness solutions remain fragmented: nutrition, mental health, and physical activity are often treated in isolation.
AURA addresses this gap by offering an integrated ecosystem where every touchpoint — from food to wearable tech to digital mindfulness — works in synergy. We believe that true wellness is not about extremes, but about daily, sustainable habits that feel effortless and inspiring.
Visual Identity
Science-backed formulations All AURA Food products are developed with certified nutritionists. We prioritize clinically proven superfoods, bioavailable nutrients, and clean processing. No fillers, no false promises — just ingredients with a purpose.
Design as a form of care Our products are crafted to be a pleasure to use. From the tactile quality of AURA Band’s silicone strap to the serene animations in AURA Mind, every detail is meant to soothe, not overwhelm.
Sustainability at the core We use compostable and recycled materials across packaging. Our supply chain is carbon-neutral, and we partner with reforestation initiatives to offset our footprint.
Personalization without complexity AURA Mind’s adaptive meditation plans and AURA Food’s customizable meal kits let users tailor wellness to their rhythm — no rigid rules, just intuitive support.
Technology as an enabler, not a distraction AURA Band monitors stress and sleep without bombarding users with data. Instead, it offers gentle nudges — a soft vibration to breathe, a warm glow to signal calm — turning insights into actionable harmony.
AURA product ecosystem
Our product ecosystem
AURA Food: ready-to-eat meals and smoothie kits featuring organic superfoods, plant-based proteins, and gut-friendly fibers. Packaged in compostable materials with QR-coded nutrition profiles.
AURA Band: a minimalist wearable that tracks stress biomarkers and guides breathing exercises through subtle haptic feedback. Designed for all-day comfort and discreet mindfulness.
AURA Mind: a meditation and habit-building app with adaptive soundscapes, breathwork routines, and progress visualizations that feel like a digital sanctuary.
AURA Space: co-living and co-working wellness hubs where members can practice yoga, attend nutrition workshops, or simply rest in biophilic environments.
Communication theory used as basis
Framing Theory
Core idea: How an issue is presented shapes perception and decision-making.
Application in AURA: For consumers: We frame wellness as accessible, not elitist. Key frames: — «No extreme diets — just sustainable habits.» — «Tech that supports, not controls.» — «Beauty of function over perfection.»
For professionals: We frame AURA as a market innovator: — «Closing the gap between nutrition, tech, and mindfulness.» — «Sustainability as a profit driver.»
Tactics: — Contrast framing: «Not another fad — a system for life.» — Visual framing: Clean, airy compositions vs. chaotic «busy» lifestyles.
Two-Step Flow of Communication
Core idea: Messages flow from media → opinion leaders → wider audience.
Application in AURA: We identified opinion leaders (wellness influencers, corporate HR directors) as key intermediaries.
Content strategy: — For influencers: Early access to products, co-branded content templates. — For corporate partners: Data dashboards to showcase AURA’S ROI in employee wellness. Effect: Accelerated trust via third-party validation.
Media Ecology Core idea: The medium shapes the message and audience experience.
Application in AURA: — Digital (website/app): Interactive tools (meal planner, stress tracker) for immersion. — Print (packaging, brochures): Tactile materials (recycled paper, soft-touch ink) to reinforce «care.» — Physical (AURA Space): Sensory design (scents, soundscapes) to create memorable brand experiences. — Social media: Short-form videos showing «a day with AURA» for relatability.
Persuasive Communication
Core elements: Ethos (credibility), Pathos (emotion), Logos (logic).
Application in AURA: Ethos: Expert endorsements (nutritionists, UX designers). Certifications (B-Corp, organic labels).
Pathos: Storytelling: «From burnout to balance» customer journeys. Aesthetic harmony (calming visuals, soft sounds).
Logos: Science-backed claims («Clinically proven superfoods»). ROI data for partners («20% higher retention with AURA wellness programs»).
Semiotics Core idea: Signs (visuals, words, symbols) carry cultural meaning.
Application in AURA: Signs and meanings: — Mint green: Nature, renewal, trust. — Gold accent: Premium quality, inner radiance. — Wave/aura motif: Flow, balance, energy. — Circular compositions: Wholeness, sustainability.
Tactics: Consistent use of these signs across touchpoint to build a coherent brand language.
Sources
Material from the Communication Theory course
Melisa Gjika. The Complete Guide to Starting a Wellness Business/ URL: https://www.glofox.com/blog/wellness-business/
Midjourney Ai
