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New Expressions in Travel & Tourism

8 Design Trends That Are Defining
Communication in the Global Travel Industry
We collected emergent travel related communications from around the world

ARTS AND

TOURIST DESTINATIONS HOTELS ONLINE TRAVEL SITES AIRLINES ATTRACTIONS F&B RETAIL ENTERTAINMENT

SINGAPORE CHINA INDIA INDONESIA THAILAND MALAYSIA JAPAN AUSTRALIA U.S. GERMANY UK
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
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.
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.
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.
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.
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.
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.
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.
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


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分享于 2017-10-20 12:06:38

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