Communication theory: flow

In contemporary design, communication is understood not only as the transmission of information but also as a process of creating meanings, emotions, and relationships between a brand and its audience. Communication theory provides a framework for analyzing how visual imagery, text, color, and physical media influence the perception of a product and shape consumer behavior.

The role of communication is particularly significant in the fast-moving consumer goods market, where the functional characteristics of competing products are often very similar. In such circumstances, communication strategy becomes a key tool for brand differentiation and for building an emotional connection with consumers.

Through its visual language, packaging system, and additional brand touchpoints, flow communicates the idea of protection as a natural and unobtrusive element of everyday life. In this way, design functions not only as a means of product presentation but also as a tool for communicating the brand’s values and worldview.

For whom

The main audience of the brand is young adults aged 18-35 who appreciate the convenience, mobility and aesthetics of surrounding objects. Unlike traditional repellents associated with medical supplies or emergency protection, flow integrates into the user’s habitual lifestyle.

The slogan emphasizes the idea of constant user support and perceives the product not as a forced purchase, but as a natural accessory for a comfortable stay.

Positive perception of the category

The design helps to rethink repellents not as an alarming or purely utilitarian product, but as a lightweight, modern and visually pleasing accessory for everyday use.

Reducing anxiety

Ironic mosquito characters soften negative associations with insects. Instead of feeling dangerous, the packaging conveys play, humor, and control over the situation.

Emotional connection with the user

Funny illustrations and friendly visual presentation make the product closer to the user. The brand is perceived not as a strict protective tool, but as an understandable and sympathetic companion in the warm season.

Packaging as a communication medium

The product surface works not only as a shell, but also as an independent visual language of the brand. Illustrations, color, and shape convey the character of the product without the need for additional explanations.

Stimulating user-generated content

The attractive appearance of the packaging makes the product photogenic and visible in the daily environment. This makes it more likely that users will share it on social media.

Recognition among the young audience

The modern palette, minimalistic shape and ironic graphics help the brand stand out on the shelf and become more memorable for a young audience accustomed to visually expressive products.

The brand’s communication strategy is built around several key values.

Comfort

The brand strives to make insect protection a simple and natural part of everyday life. This idea is supported by compact packaging formats and the convenience of using products.

Lightness

Instead of visual images of danger and struggle, the brand uses a calm natural aesthetic associated with relaxation, travel and summer experiences.

Freedom of movement

The name flow refers to the state of flow and continuity. The user can freely do their favorite things without being distracted by the discomfort of insects.

Proximity to nature

The color palette is based on natural shades of green, blue and beige. It forms associations with the natural environment and supports the eco-friendly image of the brand.

Aesthetics of everyday things

Packaging is designed as an object that you don’t want to hide. Due to this, the product becomes part of the user’s visual culture and receives additional communication potential.

The flow brand’s communication strategy has been developed as a comprehensive visual system aimed not only at the end user, but also at the professional community of designers, marketers, and branding specialists.

The main objective of the project was to rethink the visual code of the category of repellents. Traditionally, such products use communication through fear, warning, or threat demonstration. In the flow project, this approach is replaced by communication through comfort and positive experiences.

Visual rhetoric

The brand name refers to the concept of «flow state», creating associations with ease, continuity and freedom of movement. This idea is supported by the entire visual system of the brand.

The color palette includes muted natural shades of green. This decision creates associations with nature, recreation and the summer season.

The typography is based on the use of modern grotesque, providing good readability and visual neutrality.

Branded key rings are an additional communication tool. They perform not only a decorative function, but also become an element of brand expansion beyond packaging. The user receives a physical object that continues to remind them of the brand even outside of the purchase and use of the product.

Mosquitoes as symbols of a threat turned into a game

The visual image of mosquitoes is used not only as a direct indication of the purpose of the product, but also as a symbol of the problem with which the repellent interacts. At the same time, the insects are not depicted realistically and frighteningly, but as funny graphic characters. Due to this, the threat sign is reinterpreted: the mosquito ceases to cause alarm and becomes part of the brand’s playful, ironic communication.

Natural shades as a code of safety and naturalness

Beige, olive, green and muted shades form a visual connection with nature, air, vegetation and open space. This palette reduces the chemical feel of the product and encodes it as softer, safer, and more casual. Color works as a sign of trust, that is, the product is perceived not as an aggressive means of protection, but as a careful object of care.

Compact shape as a sign of mobility

The small packaging format informs the user that the product is easy to take with you (in a bag, backpack, for a walk, on a trip or on vacation). Compactness becomes a visual code for convenience and freedom of movement. The shape of the product conveys the idea that insect protection can always be at hand and does not require a complex use case.

Illustrations as an emotional brand code

Graphic characters on the packaging surface add personality to the product and make it more memorable. They work as emotional markers and create a light mood, evoke a smile and form a friendly tone of communication. Due to this, packaging is perceived not only as a functional object, but also as a carrier of the brand’s character. In general, each element of packaging — color, shape, illustration, and material — does not work separately, but within a single semiotic system. Mosquitoes represent a problem, a natural palette translates safety, a compact shape communicates mobility, and graphics create emotional engagement. Together, these signs form the image of a modern, friendly and visually expressive product.

Packaging as the main medium of communication

In this project, packaging performs not only a protective and informational function, but also becomes the main way for the brand to communicate with the user. Through shape, color, illustrations and materials, she immediately conveys the character of the product: light, friendly, modern and non-alarming.

Photogenicity of the product

Due to its expressive appearance, the packaging becomes an object that you want to examine and photograph. Funny characters, translucent details and a neat color palette make the product visually appealing not only on the shelf, but also in everyday environments, such as at home, in a bag, on a walk or on a trip.

The appearance of packaging on social media

Photogenic design increases the likelihood that the user will want to share the product on social networks. Packaging begins to work as an independent visual content, it can appear in stories, collections, reviews and lifestyle photos, expanding the brand’s communication beyond the store.

Key rings as additional points of contact

Key rings continue the visual language of packaging and bring the brand into the user’s daily life. They become not just a decorative addition, but an additional communication medium, and stay with the person after the purchase, remind them of the brand and strengthen emotional attachment to the product.

First of all, this is a relationship built on trust. The brand builds a sense of security and care. The repellent is perceived not as an aggressive chemical agent, but as an understandable and mild product that helps to stay calmly outdoors, relax and not experience discomfort due to insects.

But it can also be noted that due to the funny characters and friendly visual presentation, the brand speaks to the user not formally, but easily and ironically. This helps to create a warmer attitude towards the product.

The compact shape and mobile format create the image of a satellite brand.

The brand builds communication in a language that is close to a young audience, through visuals, irony, photogenicity and a digital environment. This helps the product to be visible not only on the store shelf, but also on social networks, where additional recognition is generated.

In our project, we rely on the theory of framing, because we believe that the perception of a product largely depends on the context in which it is shown. The same product can evoke different emotions: anxiety if you talk about it through danger, or a sense of comfort if you put it in a vacation scenario.

Framing theory

Usually, repellents are framed through negative images, such as bites, insects, irritation, protection, and struggle. Such communication focuses on the problem and creates a sense of threat. The user perceives the repellent as a forced remedy that must be used to avoid unpleasant consequences.

We believe that this category can be shown differently. At the flow brand, we are changing the familiar frame and shifting the repellent into the context of summer, travel, walking, freedom and relaxing holidays. It is important for us to show the product not through fear of insects, but through a pleasant state that it helps to preserve.

Thus, we are shifting the focus from fighting to comfort. The repellent becomes not an aggressive means of protection, but a small everyday accessory that you can take with you and calmly continue to enjoy the moment.

Visually, this idea is revealed through natural shades, compact packaging, friendly graphics and ironic characters-mosquitoes. We specifically make the image of the product softer and emotionally closer in order to reduce the anxiety of the category and form a more positive attitude towards repellents.

Semiotic theory

In our project, we also rely on semiotic theory, because we consider each design element as a sign that conveys a certain meaning. Color, shape, illustrations, name, and materials work not only as visual elements, but also as a code system through which the user reads the brand’s character.

We believe that packaging should speak to the audience without unnecessary explanations. Therefore, in the design of flow, each element performs its own communicative role. The green shades refer to nature, plants and outdoor recreation.

The blue color is associated with freshness, air and lightness. Together, these colors create a sense of security, purity, and naturalness.

The name flow is also an important sign within the brand system. It is associated with movement, lightness, freedom and a natural state. For us, this name reflects the idea of the product, that it does not interfere with rest, but helps to maintain comfort and keep moving.

Soft packaging forms also work as a safety sign. They don’t look aggressive or medical, but on the contrary create a sense of convenience, friendliness and everyday life. You don’t want to hide such a product, it is perceived as a neat accessory that you can take with you.

ELM — information processing probability model

In our project, we also use the ELM information processing probability model. This theory helps to explain how a user makes a purchase decision and which packaging elements influence their perception.

According to this model, information can be processed in two ways: central and peripheral.

The central path is connected with rational analysis, when a person carefully examines the properties of a product, its composition, level of protection, method of application and effectiveness. In the case of a repellent, this is an important part of communication, because the user must understand how the product works, what it protects against, and how convenient it is to use it.

However, we believe that not only rational information plays an important role in our category, but also the first emotional impression. This is where the peripheral information processing path begins to work. The user can pay attention to the product not because he immediately studied all the characteristics, but because he was attracted by the packaging.

In the flow brand, peripheral signals become especially important. The natural palette evokes associations with safety and freshness, illustrations create a light and friendly mood, and key rings make the product more visible and emotionally attractive. All this helps to create a positive impression even before the user starts reading the detailed information on the package.

Thus, a purchase decision can be made not only through a rational understanding of the benefits of the product, but also through visual and emotional signals. We make the packaging attractive, photogenic and understandable, so that it immediately arouses interest and trust.

For us, ELM is important because it shows that packaging works on two levels at once. On the one hand, it provides practical information about the product, and on the other, it creates an emotional image of the brand. It is the combination of a central and peripheral path that makes flow communication more efficient.