New Expressions in Travel & Tourism. 8 Design Trends That Are Defining Communication in the Global Travel Industry

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1 New Expressions in Travel & Tourism 8 Design Trends That Are Defining Communication in the Global Travel Industry

2 We collected emergent travel related communications from around the world TOURIST DESTINATIONS HOTELS ONLINE TRAVEL SITES AIRLINES ATTRACTIONS F&B RETAIL ARTS AND ENTERTAINMENT SINGAPORE CHINA INDIA INDONESIA THAILAND MALAYSIA JAPAN AUSTRALIA U.S. GERMANY UK

3 We applied semiotic analysis to decode them and identify patterns based on their defining and emergent characteristics eventually coming up with communications design trends The result is certain ways that a travel related brand can express its positioning in a way that is fresh, distinct and culturally empowering

4 1. White Overlays White overlays over landscapes communicate purification and lighthearted-ness. This design trend tends to place white elements in very visible spots in the advertisement. The use of fine lines and handwriting fonts tap on to relaxation and cleansing from the everyday routine for brands that want to communicate a purifying experience as result of traveling.

5 2. Symbolic Minimalism Symbolic minimalism in communication implies cleverness by inviting to discover the meaning of the advertisement as a metaphor of discovering new places. This design trend uses few colors, close-ups and flat background for brands that want to convey smart simplicity, sophistication and intellectuality targeting eclectic travelers.

6 3. Color Accent Black and white photos inspire classic value and elegance yet the color accent connotes passion for traveling and refined exclusivity. The element that is colored usually becomes the point of the visual composition where emphasis wants to be given. Fonts of this trends tend to use capital letters connoting superiority for brands that want to stand out in the luxury travel sector.

7 4. Spontaneous Shots Spontaneity in depicting people communicates unpredictable travel, propelled by fun and intensity, also expressed by the saturated colors. The copy of the ads are youthful and positive and use different sizes, colors and fonts in the same advertisement underlining a general playful feeling and energy embraced by brands targeting young travelers.

8 5. Color Desaturation Through desaturated colors and a low key contrast a sense of nostalgia and romanticism is communicated for travelers that aspire to a more idyllic and relaxed experience. This communication trend uses photographic effects like sepia with other design elements being subtly integrated. For brands that want to communicate the beauty of travelling as it used to be in the good old days, when getting there was as important as being there.

9 6. Dynamic Close Ups Dynamic close ups, vanishing points and dramatic perspectives create the sensation of authority and greatness. This trend which is used with capital letters on the text, mainly addresses business class travelers who see travel brands as a professional tool that provides them effective and empowering solutions.

10 7. Distinctive Color A distinctive color hue can symbolize certain feelings or qualities of a destination, implying distinctiveness, differentiation and exclusivity. The display of flat surfaces is smartly combined with silhouettes of landmarks or text adding extra contextual meaning and relevance. A brand can go as far as adopting a distinct color hue and naming it after itself creating a further emphasis on its uniqueness.

11 8. Humour Humorous compositions connote straightforward and confident brand. The complementary simple layout and ironic and witty tone of voice add feelings of honesty and assurance addressing people who seek carefree simplicity when traveling. Using humor as a symbol for the relaxing effect that travelling has, this is a code that can be used by most travel related brands.

12 Cultural Strategy: Unlocking meaning through the power of semiotics

13 Culture The sum total of human production The medium through which we express and communicate How we give meaning to the things that we buy, the choices we make, how we are perceived Culture is constantly changing Brands are part of culture and need to keep up

14 Brands That Understand Culture Can Have More Effective Conversations With Consumers Cultural Insight does not talk to consumers; instead it offers another POV gaining insight from communications and cultural progress i.e. the latest in advertising, art, products, retail environments, TV, film, media etc. Consumer Insight traces current perceptions and is by nature more backward looking, while Cultural Insight provides a more future focused POV CULTURAL INSIGHT QUALITATIVE / QUANTITATIVE A holistic approach that examines marketing & branding from all possible perspectives

15 How Cultural Insight Helps a Brand Be Relevant Be Clear Be Fresh Understand the cultural context of a concept or category Understand the meaning of your brand (and competitors) Inspiring future brand expression What does nutrition mean in China? What s emerging in luxury in China? How do I better connect with women? What are my competitors communicating? (to ensure I am different) How do I make my brand positioning clearer, more specific and defined? How can I map the category and identify a positioning space? How can we generate more breakthrough innovation ideas? How do I express or activate my brand in a fresh way? (logo, ad, packaging, retail, web-site, product) How can I create tight and efficient creative briefs?

16 Do you want to know more about travel communications or how to use cultural strategy to empower your brand? Contact: Panos Dimitropoulos Cultural Strategy Director Strategic Marketing that Works