Communication theory: The Fragrant Village
Сommunication theory in the field of design and illustration
Branding and illustration cannot exist without the design itself, as well as without the audience, the customers, for whom this design is intended. The way to communicate with the target audience and respond to their requests is directly related to communication theory. There is a large number of people, and each of them has their own problems and needs. The designer needs to determine, for example, whether a person has sadness or nostalgia for his past or for his hometown, or maybe he needs to learn something new, immerse himself in a new atmosphere, and explore something unusual for him. In the modern world, the possibility of interactivity and individualization of consumed content and products plays a huge role.
People tend to receive information in two different ways: through the central and peripheral routes. A brand can impact the target audience in both of the routes, creating symbols and promoting ideas. It is important to admit that design sends the message to the consumers through visual and audial elements.
Logotype
To connect with customers, the brand’s concept and design can be modified with the use of communication theory. According to the narrative paradigm, a brand sends the target audience information that has been analyzed in order to explain the concept and establish a link between the product and the consumer.
Presentation for a general audience
Tired of the hustle and bustle of the city? Missing the calmness and atmosphere of the countryside? With the aid of The Fragrant Village, a line of air diffusers with village scents, you can briefly transport yourself to the countryside.
The Fragrant Village allows you to create a unique perfume by combining different scents yourself!
The aromatic oils in the collection evoke rustic motifs and scenes that are strongly linked to the warmth of a village.
Aroma oils
Fragrance oils should be applied to wooden diffuser figures to help spread the fragrance throughout the room.
Combine different diffusers and create your own little village at home!
Wooden diffusers
The collection includes 10 unique wooden diffusers that are inspired by rustic motifs: a haystack, a pig, a rustic house, a greenhouse, and much more. For purchase, you can choose any wooden diffuser that you like more and resonates more strongly with you.
Wooden diffusers
You can also purchase pre-made kits in different sizes: large, medium, and small. These kits include diffusers, aroma oils, and a decorative stand that can also be used as a storage box.
Pre-made kits
Presentation for a professional audience
The logo is based on a fence and the brand name, with icons above the fence that vary depending on the aroma chosen.
Logotype variations
Icons
Each of the aroma oils has its own illustration on the label, reflecting the uniqueness of the fragrance and the situation it associatively evokes: morning in the village, fresh milk, or ripe apples.
Etiquettes for aroma oils
Each illustration is filled with objects that are specific to the plot and a character placed in a particular situation. This creates additional potential for how the image can be viewed.
Etiquettes for aroma oils
The modern graphics in the illustrations make the visual language of the brand easy to adapt to different formats and media. Additionally, the stylistic choices used to rethink the typical idea of a village, making it more relatable to modern people while still preserving its unique features in terms of color and aesthetic.
Posters
The posters feature characters from the illustrations that can be seen on the labels. They continue the theme of rural aesthetics but make it more substantial and personal. They are showing us the village, piece by piece, and, firstly, they introduce us to its characters.
Poster
Moving from left to right, each of these characters takes center stage in the piece. This motion is linked to forward motion, enabling the observer to envision the narrative that will transpire when the character exits the poster’s bounds.
The commercial maintains the brand’s visual style by adding a new storyline — an urban dweller missing the countryside. Nevertheless, the video doesn’t seem depressing; instead, it makes use of happy hues and entertaining poetry.
Communication theory as basis for the design presentations
Optimal distinctiveness theory
According to this theory, people identify more strongly with small, specific groups. The brand’s target audience is those who would like to live in a village, those who appreciate the rural aesthetic, but for various reasons choose to live in the city. They may have grown up in a village but moved to the city as they grew older, or they may have relatives in the village with whom they have fond memories. These people are likewise interested in their heritage and wish to re-establish a connection with their roots. Our offer emphasizes the target audience’s common history and makes a direct appeal that distinguishes the customer from other city dwellers.
Narrative paradigm and logic of good reason
According to the narrative paradigm proposed by Walter Fisher, people are storytellers. The message should be relevant to the user and relate to their experience. We aimed to arouse memories and a sense of nostalgia among the audience members who had visited the area but are currently urban residents. The commercial shows the story of someone living in the city but wishing to appear in the village. This narrative allows the viewers to apply this story to their own experiences and values, which would feed their perception.
Elaboration Likelihood Model
The Elaboration Likelihood Model brought up by Cacioppo and Petty was reflected in the design of the brand.
If the consumers are not in a favorable environment to be deeply involved in advertising, then they can be influenced by attractive advertising elements, consuming the information through the peripheral route. The advertisement features a pleasant countryside sound that can create the required atmosphere. For example, the chirping of birds causes a positive mood; it sounds attractive to people. In this type of conditions people are more likely to be interested in this advertisement. The funny and memorable rhyme might cause an attitude change.
The presentation for the professional audience uses the central route because it provides a detailed explanation of the visual solutions, which calls for a higher level of cognitive processing.
Marketing communication
Since our brand is targeted on the consumer market, it is essential to nurture the relationship with the customer and take his needs into account. Developing the ability to empathize allows us to create products that resonate with our target audience. Additionally, it’s important to stay up-to-date with global trends in order to understand what’s relevant and necessary for people. Many people move from smaller towns to larger cities, and they often miss familiar landscapes. To make the transition easier and provide a sense of home, it’s helpful to incorporate elements of the country into our products, such as scents that evoke familiar smells.
Сonclusion
Thus, communication theory plays a crucial role in brand and product development. Understanding the target audience and its needs is essential, as well as establishing a dialogue with people through storytelling. This can create a more welcoming atmosphere and help customers feel comfortable.
Different aspects of the design and marketing system of the brand have a huge impact on consumers. People analyze signs to get the message from the company, and it influences their willingness to purchase the goods.
Cabiddu F., De Carlo M., Piccoli G. Social media affordances: Enabling customer engagement //Annals of Tourism Research. — 2014. — Т. 48. — С. 175-192.
Основы теории коммуникации: учебник и практикум для вузов / Т. Д. Венедиктова [и др.]; под редакцией Т. Д. Венедиктовой, Д. Б. Гудкова. — Москва: Издательство Юрайт, 2023. — 193 с.
Mordvinova M., Solovyova O. Communication Theory: Bridging Academia and Practice online-course. HSE. URL: https://edu.hse.ru/course/view.php?id=133853 (Accessed: 09.12.2025)
Парфюм для дома «Деревня Душистая» // Студенческое портфолио URL: https://portfolio.hse.ru/Project/178630 (дата обращения: 07.12.2025).
