Week 3 - Visual Codes

In this lecture we looked at the visual codes of luxury for 4 brands in different styles.

Heritage
Ancestry, legacy, tradition, lineage, progenitor, provenance
Example brand - Louis Vitton
- damous for luxury travel goods
- classic trunk
- not afraid to modernise

Wit
Playfulness, guile, adroitness, repartee, raillery, badinage
Example brand - Paul Smith
- instantly recognisable
- play with the logo
- modern twist on tailoring
- sense of fun continued in store
- eclectic mix

Purity
Simplicity, classical, artistic, graceful, elegant, immaculacy
Example brand - Calvin Klein
- minimalism
- instantly recognisable
- underwear
- use celebrities
- use a lot of contrast in photos

Sensuality 
Physically, seduction, passion, suggestiveness, indulgence, decadence
Example brand - Dolce & Gabbana
- instantly recognisable
- use celebrities
- lots of imagery in adverts
- recognisable palette of colour

Using visual codes brands create a visual identity.
Type - Headline/display font
Image - Photography/illustration
Colour - Colour palette/on trend/on brand
Icon - Motif/logo
Pattern - Texture/gradients

Continuing on with visual codes in our seminar we were given an image from a fashion related advert, we then had to pick out the key themes and what we could see within the image. 

The key themes we saw within our image were; seductive, animalistic, obsessive, sexual, fixated, dominatrix, feline, gold digger.

In the image we could see; a young woman, daylight, an office, a mans shoe, she had perfect hair and makeup, she was just wearing seductive, black, classy underwear, she had claw like nails.