Communication theory: Persimmon

Communication theory studies how people create, transmit, interpret, and transform meanings through interactions. Moreover it explores how communication shapes culture and society.

Communication plays a vital role in various spheres of life and is fundamental to routine processes. The principles of communication theory are also presented in the realm of design. Design is an act of communication, in which the designer not only creates an attractive image but also transmits a visual message with a certain purpose. The designer considers the key aspects upon which communication is built. Therefore, design becomes a strategic tool: it captures attention and helps to reach a particular goal or task. Hence, design can assist a company or brand to attract new audiences, convey the core values and persuade customers to purchase a product or service. Communication theory aids to develop a correct communication idea and consider the delivery methods.

Fisher's narrative paradigm states that individuals perceive the world through stories and consider communication as a narrative process. [1] Design could be used as a storytelling medium. It expresses a brand's narrative through visual language, creates an emotional impact and fosters viewer empathy.

In communication, meaning is conveyed through symbols: verbal and non-verbal. In design, the symbols for communication are form, composition, color, and typography. In any communicative act context is significant because it shapes the interpretation of the message. In design context similarly impacts the interpretation of the visual image. Furthermore, in communication theory the medium in which the idea is delivered from one person to another is crucial. In design the perception of a visual message also depends on the format and requires a customized design approach for each channel (on a website, a mobile application, or a billboard). Communication theory in design serves to create a visual message that corresponds with users expectations and behaviors, thereby ensuring the intended communicative objectives are met. Furthermore, communication theory highlights the strategies for building relationships with customers on social media platforms where design serves as the core of visual engagement. Its primary roles are to capture users' attention and stimulate interaction with the brand.

This project will investigate the application of communication theory within the context of a handmade jewelry brand.

«Persimmon» — handmade jewelry brand.

Founded by Alina Veytsel in March 2025, the brand's journey began with her crafting pendants featuring original clay characters by hand. Later she improved her designs by adding mineral beads in the necklaces. Alina explores new creative formats and the current brand's collection includes a wide range of stylish items: mono-earrings, necklaces, pendants, bag charms, and rings.

The unique style of jewelry is based on contrasts and contradictions. The aesthetic of the products is a mix of cute and dark styles. In the handmade pendants soft, rounded shapes are combined with sharp once, clay figures harmonise with natural stones. This mix of different elements creates a unique and eye-catching accent for any style.

The brand targets a young audience, primarily teenagers and young adults aged 16 to 30. People at this age tend to experiment a lot with their style. They are actively trying to create a unique identity and often look for special accessories. Unconventional jewelry becomes a tool for self-expression.

The Persimmon brand emphasizes the beauty and value of individuality. The brand offers unique, handcrafted accessories that are designed to complement personal style, highlight uniqueness and serve as a new form of self-expression.

The unusual clay characters reveal the courage and beauty of being unique. The jewelry brand symbolizes how people can combine various aspects of their personality and embrace a range of feelings.

Therefore, the brand’s mission is to empower young people to express their individuality through the accessories.

The Persimmon brand is based on several key values:

1. Handcraft uniqueness. The brand believes every accessory should be special. Persimmon’s items are made by hand with love and care. Therefore, jewelries are unique and differ from mass-produced ware.

2. Individuality empowering. The Persimmon believes each customer's style is distinctive. Each jewelry of the brand is special and one-of-a-kind, highlighting the personality of the owner. This idea matches the demand for personalized items.

3. Facilitating emotional expression. The handmade clay characters on the jewelry show different emotional states. In that way, the brand encourages people to non-verbally communicate their feelings or mood through the accessories.

4. Promoting versatility and customization. Persimmon jewelry is designed for multifunctionality and personal transformation. For instance, a pendant comes with different fittings, so the customer can wear it in multiple ways: as a necklace, an earring, or a bag charm. Therefore the jewelry is more useful and personal for each owner.

The brand creates unique accessories with individual stories. Persimmon is open for collaborations with other brands that value quality craftsmanship. The brand is aiming to expand in the accessories market.

Brand Color Palette: The colors are a key part of visual style. They highlight brand’s idea of the aesthetics mix.

The Jewelry Core: Every piece include a pendant featuring a character with a specific expression. These clay parts made using a simple black and white color palette. By applying only these two colors the cohesive style of accessories is created.

Accents and Contrast: Persimmon also introduce vibrant colors — mostly cool tones. These bright colors appear only in the added parts of the jewelry and in brand's visuals. Paired with the black and white pendants, they create a striking contrast and define the mood of each accessory.

Design of Emotions: The jewelry include stylized character faces that express different moods, often with a touch of melancholy. Each piece is meant to capture a specific emotion that the wearer can connect with.

Persimmon uses a special technique that might interest other designers and crafters. At first glance, the pendants look like ceramic. However, they are made from polymer clay, not traditional ceramic material. The making process follows several steps. First, each piece is sculpted from white material and fired once at 130°C. Then comes the hand-painting stage, where every pendant is decorated with acrylic and gouache paints. Before final assembly, a layer of UV resin is applied. This makes the jewelry durable and gives it a smooth, glossy finish. Some designs also include extra details like natural stones, silver-colored chains, or soft plush parts to diversify the items.