This presentation gives you a short, helpful introduction to understand the importance of signs of words, images and body language (part I). Part II is a framework to analyze and plan for online service design/comunication. The presentation comes with some suggestions for class activities and workshops, but the slides can be used as study materials as well. Fully validated with a bibliography and references/links.

1. Service and
Communication
3
Oral communication
Web communication
COMMUNICATION

2. communication 3
part i
Oral communication:
Signs: Semiotics
Body language
Tone of voice
Presentation

3. communication 3
Signs communicate: Semiotics (theory)
How can we describe how signs communicate? It’s difficult, but the field
of semiotics can provide a theoretical
framework for how to understand signs
and how to strategically use signs.
Denotation
Connotation
Context / Culture
Semiotics is the study of- and the making use of signs in communication.
Signs are:
• ords, written and spoken
w
• melled and tasted
s
• isual artefacts
v
• ody language
b
• ultural codes.
c
Busch et al., 2011: 277 ff.
Dictionary definition
Literal / objective meaning
Perception
Cultural / emotional meaning

4. communication 3
Signs communicate
You say: “Apple”
Etc.
Denotation
Connotation
Context / Culture
Dictionary definition
Literal / objective meaning
Busch et al., 2011: 277 ff.
Perception
Cultural / emotional meaning

5. communication 3
Signs communicate:
Face to face
Tone of voice
Face
to face
Words
McPheat, 2012: 22 f. / See also tips in Beckett, 2013: 40 f.
Body
language

6. communication 3
Signs communicate
A sign never has any “real” meaning;
the sign represents what you percieve
as meaningful.
The sign corresponds with your or
other’s cultural codes of reality; the
sign refers to a particular lifeworld.
But still, the sign is also arbitrary and
it’s encoded in a certain context.
This is important in relation to the way
you intend to make people react to the
signs in your strategic communication.
Workshops
Visit these websites. What is relevant
and can pe presented in short for the
other groups? Apply a reflection of the
signs according to the theory of denotation and connotation. Groups present
the content for each other. Think about:
1) your body language and tone of voice
at the presentation + 2) What kind of
images do you use in your speech
(rhetorics) and for the visual design of
the slides? Academic audience/class!
a : http://stilettosontheglassceiling.
com/2014/02/3-body-language-considerations-on-international-business-trips-bykara-ronin.html
b : http://www.mindtools.com/pages/article/
Body_Language.htm
Busch et al., 2011: 277 ff.

7. communication 3
part ii
Web communication:
Analysis and planning
via The Star Analysis

8. communication 3
Web communication:
The Star Analysis
The star analysis operates with a “party
metaphor”: A website is like a party,
where there is a host who’s inviting
guests. The host is interested in making
a good impression. This analysis can
then be applied to see how the host
and the website do the job.
▼ he Foundation Triangle Why and
T
how the party is to be created:
Purpose, Goal and Resources.
▼ he Design Triangle Visual context
T
and the visual signs: Tradition,
Situation and Trend/motives.
Tradi
ti
on
e
s
po
r
Pu
Situa
tion
s
rce
u
o
s
Re
d/ s
n e
re tiv
T o
m
Go
al
Agerbæk 2002, 2010.

9. communication 3
Web communication:
The Star Analysis
▼ he Foundation Triangle : Purpose, Goal and Resources.
T
Purpose : Host
The host’s overall and general purpose
can be varied in genres: To communicate information, to establish dialogue,
to sell, to change behaviour – or a mix
of these for the sake of a purpose.
Purpose : Guest
What can the guest achieve? He/she
also takes part in the communication
and must therefore have a reason to
come. The greater the interactivity, the
more important it is to make the design
appealing and create a wish on the
part of the guest to participate/act on
a call to action.
Agerbæk 2002, 2010. Image resource: http://tympanus.net/codrops/2010/01/23/24-beautiful-hotel-website-designs-to-get-inspired/

10. communication 3
Web communication:
The Star Analysis
▼ he Foundation Triangle : Purpose, Goal and Resources.
T
Goal : Host
The goal is a concept covering concrete
results which both host and the guests
expect by taking part in the communication on the site. The content and
the form of the website must be user
friendly to support the goal oriented
tasks of the user (usability) and the
general purpose.
Goal : Guest
The goals of the guest in looking up
the website can be very varied: searching, surfing, complaining, buying, booking, contacting staff etc.
Agerbæk 2002, 2010. Image resource: http://khiri.com/wp-content/uploads/2013/11/Khiri-Travel-Homepage.jpg

11. communication 3
Web communication:
The Star Analysis
▼ he Foundation Triangle : Purpose, Goal and Resources.
T
Resources : Host
It is of great importance how many resources the host invests in the project
in the form of money, people and time.
This limits the scope of the interactive
production. The technology chosen for
the interactive solution must fit the
tech-resources of the guests.
Resources : Guest
Guests have in advance a number
of resources. They can be economic,
knowledge, technology, networks etc.
Agerbæk 2002, 2010. Image resource: https://portal.ehawaii.gov/assets/images/rwd-portal.png

12. communication 3
Web communication:
The Star Analysis
▼ he Design Triangle Tradition, Situation and Trend/motives
T
Tradition : Host
The design must be recognised as coming from a definite host. It is relevant
here to follow a line of branding and to
be able to make the layout within the
visual identity. It must be possible for
the guests to recognise who has made
the invitation.
Tradition : Guest
The important thing is to be aware of
which visual expectations the guests
have. The visual expectations often
relate to how the branch generally presents itself. Signs in relation to genres
and culture must be coherent. See also
Trend/motives.
Agerbæk 2002, 2010. Image resource: http://www.awwwards.com/gallery/3381/tasty-design-restaurant-and-catering-websites

13. communication 3
Web communication:
The Star Analysis
▼ he Design Triangle Tradition, Situation and Trend/motives
T
Situation : Host Guest
A piece of visual design always has a
situation. That means a specific point
in space and time where the conversation between host and the guests
actually happens: “the moment”. This is
the point of time when the guests visit
the web site.
It is also relevant to look at what physical situations the guests are in when
they actually click into the site. Are
they at home? Are they at work? Have
they got plenty of time? Are they busy?
What device do they use at the time of
interaction (mobile or pc etc.)?
Agerbæk 2002, 2010. Image resource: http://pages-tdm.au.dk/socialemedier/files/2012/04/Rejseplanen1.png

14. communication 3
Web communication:
The Star Analysis
▼ he Design Triangle Tradition, Situation and Trend/motives
T
Agerbæk 2002, 2010. Image resource: http://goo.gl/shc15G
Trend/motives : Host Guest
This goes further than the actual communication: There is also fashion in
visual design. This concept is used in
so many ways and in so many different
branches. There are unique and varying periods of time in which there have
been created specific styles in design,
but modern design is often a mix of
many genres. But overall you can often
define specific features such as: experimental, collage, organic, cool or warm,
minimalistic etc. The motives (the
signs) must be chosen (by the host) in
relation to the target groups (guests).
Also, think of social media trends.

15. communication 3
Bibliography
References
Background literature/resources
Anne Mette Busch et al. (2011):
Kommunikation i multimediedesign.
Hans Reitzel/Gyldendal Akademisk.
Sean McPheat (2012):
“Effective Communication Skills”.
bookboon.com publising.
Download the document here (PDF):
http://goo.gl/ZNkNAU
Lise Agerbæk (2002):
“The Star Analysis – an analysis
of the visual context of an
interactive multimedia production.”
Published in a later book version:
“Visual Topography – Analysing
the Visual Context of an
Interactive Interface”
in: Lise Agerbæk et al. (2010):
Designing New Media. Academica
David Beckett (2013):
“33 Steps to Great Presentations”.
bookboon.com publising.
Download the document here (PDF):
http://goo.gl/BSS3D0
Graphic design by D. Engelby
Slideshare profile:
http://www.slideshare.net/engelby