Communication theory: Jungleholic
Сommunication theory in the field of design
Communication theory in design posits that design serves as a structured process for transmitting information from a sender (designer) to a receiver (audience), akin to encoding and decoding messages while accounting for noise or disruptions. Authors like Philip Meggs in «Type and Image: The Language of Graphic Design» outline this as starting with an information source generating original content, which the encoder (designer) adapts into a communicable signal, received and interpreted by the decoder amid potential interferences.
the final product
This linear model emphasizes bidirectional exchange over mere transmission, evolving into multidirectional communication where design fosters interaction and meaning-making. Designers create contextual events for engagement, shifting focus from static objects to dynamic persuasion that influences receivers’ thoughts or behaviors.
the label
Message design logics, such as expressive (personal belief-driven), conventional (context-appropriate cooperation), and rhetorical (goal-oriented adaptation), guide how communicators tailor messages within design contexts. These logics treat communication as non-uniform, enabling designers to align visuals and media with audience needs for effective information dissemination and behavioral change.
the label
Presentation for a general audience
Welcome to a new world of entertainment and flavor with our unique cider lineup! Now every bottle is not just a drink, but the start of an exciting AR adventure. Point your phone camera at the label to unlock a magical game where you raise your own pet.
the label
Your care for the pet turns into real bonuses and discounts on future purchases. The game offers enjoyable interactive communication and motivates you to hunt for rare releases to expand your collection and unlock even more privileges.
the label
We want you not only to enjoy the taste of cider but also to become part of our digital community with merch and additional products, while creating an unforgettable brand.
the label
Join our AR family, where cider and gaming go hand in hand!
Presentation for a professional audience
We present the cider lineup with integrated AR game — a revolutionary approach to brand communication that combines entertainment, flavor, and deep engagement.
the label
Pointing a smartphone camera at the label activates marker-based AR (ARCore/ARKit), where the user gets a personal virtual pet to raise — from simple scanning to a full Tamagotchi experience.
packs
Loyalty gamification leverages proven principles: Emotional attachment — daily care → dopamine response and FOMO effect Collecting — 12+ rare releases with unique pets Social proof — sharing achievements on social media with brand watermarks
the packs' picture
Design system harmoniously combines: Fonts: Berlin Sans FB (headings) + Montserrat (text) Colors: • Primary: #00FF88 (bright green) • Secondary: #8B00FF (purple) • Accents: FF69B4 (pink), FF8C00 (orange), F5F5DC (beige)
characters' 3d sculpting
Technical Architecture and Monetization 1. DETECTION: Image recognition (Vuforia/8th Wall) 2. GAME ENGINE: Unity3D with AR Foundation 3. BACKEND: Firebase (progress, discounts) 4. ANALYTICS: Amplitude (heatmaps, drop-off) 5. MONETIZATION: In-app merch + loyalty wallet
JungleHolic app
We invite you to partner for co-branding and exclusive releases!
Communication theory as basis for the presentations
Communication theory structured the presentation’s creation as a deliberate encoding process, where the designer (sender) crafts messages tailored to distinct audiences (receivers), minimizing noise through contextual adaptation and bidirectional elements like AR interactivity. This draws from linear models (sender-message-channel-receiver-feedback) evolving to transactional/multidirectional ones, as outlined by Meggs, ensuring designs transmit meaning while fostering engagement and behavior change.
Message Design Logics
● Expressive logic infused personal belief in cider’s fun potential, evident in the general audience’s enthusiastic «Welcome to a new world» opener and «Join our AR family,» reflecting the creator’s vision of brand joy.
● Conventional logic ensured cooperation via familiar norms—casual, inviting language for consumers (e. g., «every bottle is not just a drink») aligns with everyday product pitches, while professional sections use structured lists and jargon (e. g., «ARCore/ARKit») for industry expectations.
● Rhetorical logic adapted goal-oriented persuasion: general version motivates purchases via emotional hooks (pet care, bonuses); pro version targets partnerships with specifics (dopamine/FOMO, tech stack), using Aristotle’s ethos (credibility via tools like Unity3D/Firebase)
Audience Adaptation (Interpersonal/Group Lens)
Politeness and Social Exchange Theories from interpersonal/group communication informed receiver-focused encoding: positive face needs (appreciation via «unforgettable brand») and rewards (discounts, merch) outweigh costs (scanning effort), creating equity. Craig’s traditions applied—rhetorical for persuasive speeches, socio-psychological for influence (FOMO/social proof), cybernetic for AR feedback loops.
Persuasion and Feedback Mechanisms
Elaboration Likelihood Model (ELM) shaped routes: peripheral cues (vibrant colors, fun pet narrative) engage low-motivation general audiences; central route details (tech architecture, analytics) persuade high-ability professionals. Narrative Paradigm enhanced fidelity/coherence in stories (Tamagotchi-like pet journey), with AR enabling symbolic convergence (shared digital community) and dialogic principles (empathy via care, communal merch) for loyalty.
Linear/Transactional Model in Practice
Meggs’ model sequenced creation: information source (cider innovation) → encoder adapts signal (fonts/colors, AR game) → decoder interprets amid noise (e. g., tech unfamiliarity mitigated by simple instructions). Bidirectional shift via AR scanning/unlocking turns passive reception into interactive meaning-making, predicting engagement per Theory of Planned Behavior (norms via social sharing, control via easy access).
characters and their bottles
«Communication Theory: Bridging Academia and Practice» online-course
Communication Design: What Is It & Everything Else You Need to Know. // Shillington URL: https://www.shillingtoneducation.com/blog/communication-design (05.12.2025).
Message design logic // Wikipedia URL: https://en.wikipedia.org/wiki/Message_design_logic (05.12.2025).
Milan Guenther Communication Design: Computer Science. Intersection, 2013
Peter K Storkerson Designing Theory in Communication: Languages and Linguistics. 2003, Visible Language. — 33 p.
Visual Communication Theory // pollution.sustainability URL: https://pollution.sustainability-directory.com/term/visual-communication-theory/ (дата обращения: 05.12.2025).
Jungleholic — сидр с AR // HSEDESIGN URL: https://hsedesign.ru/project/6deca8c5bc9248089558c4ab8c9af452 (дата обращения: 05.12.2025).
