Communication Theory: Animazing
the cinema
Сommunication theory in the field of design
All living things in the world are capable of communicating with each other. This is a characteristic of creatures living in society and connection, because without society, any living and breathing creature is doomed to die. Plants communicate through chemical signals in the air, fungi communicate underground through mycelium, animals use smells and sounds, and humans have speech. The entire process of communication and information transfer is embedded in DNA and RNA.
Design also has its own method of communication. The design process itself differs from the usual conversations in everyday life. It is a process where visual, textual, and interactive elements inspire the viewer to experience certain emotions in response to the artist’s creation. Thus, design is not a static auxiliary object; it is a mediator in the exchange of meanings.
In this form of communication, both verbal and nonverbal means are important, because the designer creates a message using form, color, materials, movement, and sound as a code. The audience, in turn, interprets them based on their own perceptions and life experiences. Communication theory in design helps us understand how to create clear and logical expressive solutions to overcome barriers to perception.
Let’s discuss various communication theories in more detail.
First and foremost, such theories help «establish communication» between two parties and understand each other: designers learn and understand valuable tools and concepts that contribute to the creation of more successful and compelling solutions, while the viewer, in turn, grasps the meaning of the product. For example, symbiotic and sign science help artists understand how shapes, colors, and symbols create associations and specific meanings in the viewer. This is precisely what guides the viewer, because when a design element suggests its function through shape and scale, people find it easier to interact with it. These natural cues make the viewer’s experience more intuitive and fluid. When a visual solution reflects familiar images and symbols, they engender a sense of trust, and people are more willing to act.
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Narrative theories also explain how text and stories shape understanding and strengthen emotional connections with a product and its creator. Designers can tell personal stories in presentations and branding to make interactions more human and emotionally relatable. While good visual storytelling helps users see a product, text and a well-crafted story that resonates emotionally with viewers help them understand not only its functionality but also its value.
Thus, various communication approaches make it possible to make design not only aesthetically pleasing but also responsive to human interests and perceptions.
By combining these theoretical foundations, designers are empowered to create solutions that meet users' aesthetic needs and foster deeper emotional connections. Thus, design itself becomes a tool for establishing connections across various contexts.
Presentation to the general audience
Animazing is a cinema network fully dedicated to the world of animation in all its forms — from classic cartoons and modern animated films to anime and independent author animation. The brand communicates with its audience as a passionate expert and a friendly community hub for animation lovers.
The core tone of voice of Animazing is emotional, enthusiastic, and inclusive. The brand speaks to its audience as equals, sharing excitement, opinions, and emotions rather than using formal or corporate language. Animazing positions itself not only as a place to watch animated films, but as a cultural space where fans can meet, discuss, and celebrate animation as an art form.
the label
Key brand values communicated through all channels include creativity, diversity, nostalgia, innovation, and community. Animazing highlights animation as a serious and meaningful art, while still keeping communication fun, playful, and visually expressive. Visual communication relies on bright colors, dynamic graphics, and recognizable animated aesthetics to immediately connect with the target audience.
The primary target audience consists of animation fans of different ages, including young adults, anime fans, students of creative fields, families, and people interested in animation culture and festivals. Communication channels include social media platforms, the official website, in-cinema screens, and live events such as discussions, fan meetings, and festivals.
Presentation for professional audience (designers, art directors)
The promotion of Animazing is built around creating experiences rather than traditional advertising. The main focus is on events, community engagement, and content-driven promotion. Regular animation festivals, themed screenings, premieres of new animated releases, and author animation nights help attract both loyal visitors and new audiences.
the cinema
Social media plays a key role in brand promotion. Animazing actively shares trailers, behind-the-scenes content, animation news, polls, quizzes, and discussions about recent animation events. Collaborations with animation bloggers, illustrators, cosplayers, and local creative communities help increase brand visibility and credibility.
Special events such as cosplay nights, Q& A sessions with animators, and discussion clubs encourage repeat visits and strengthen emotional attachment to the brand. Loyalty programs, themed merchandise, and limited-edition tickets for festivals are also used to increase engagement.
Instagram is a social network banned in Russia
Offline promotion includes partnerships with art schools, universities, and cultural institutions, as well as presence at animation and pop-culture events. Through this integrated promotion strategy, Animazing builds a strong brand image as the main destination for everyone who loves animation in any form.
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How communication theory formed the basis of the project
Animazing as a network of cinemas specializing in animation and a platform for sharing your thoughts can contain the following communication mechanisms:
First of all, as far as the cartoons themselves are concerned, the visual language and narrative creates for the viewer, and to a greater extent for children, a unique experience comparable to the feeling of interpersonal communication when there is an intuitively understandable dialogue with the help of characters and forming not only a basis for new thoughts but also working with the emotional state of the viewer.
Also based on the specifics of the cinema, mass communication and media effects were affected. An approach that was developed by George Geroner in 1976 and is still relevant today — television as the dominant force that can shape how we perceive the world. Especially young viewers are exposed to this.
And speaking of our project as a place where you can share your experience, impressions personally or in the media, on the site, it is worth to touch the aspect of Public rhetoric and persuasion. This applies to everyday digital rhetoric, where people share their thoughts and ideas in the form of a monologue, leaving feedback or criticism. And to make communication more persuasive, digital rhetoric relies on visual rhetoric using visual means such as colors, fonts, and so on.
All these elements together show that the theories of communication are not only words, but also practical aspects that have helped us to form a brand.
the cinema
List of literature and image sources
The project is based on materials from the Communication Theory course.
Odegova K. I. Animated Cinema as an Object of Comprehensive Humanitarian Research: A Philosophical Aspect // Humanitarian Bulletin of TSPU named after L. N. Tolstoy. 2018.
Pictures based on Daria Keyzer’s project made with Leonardo AI assistance: https://portfolio.hse.ru/Project/179790#
