Expressing an emotional concept in visual communication design based on the identification created for the international festival „Jazz Jamboree”.

Abstract

Graphic design has the ability to evoke emotions and influence the message we receive. Emotions experienced on a daily basis change the way our brain and body work, but we are often unaware of it. There is evidence suggesting that visuals corresponding to emotions of the viewer are more likely to be noticed and remembered by the audience. It is important for the designers to understand what role emotions play in the response to their work. In many editions of Jazz Jamboree, a number of great Polish artists designed posters advertising the event. These remain great examples of visualization of emotions that create associations with jazz music. They have been my inspiration to create my own project on visual communication for a jazz festival. In my design process I focused on the process of selection and visualization of emotions associated with jazz music. What is more, I analyzed the current situation of Jazz Jamboree in order to understand current trends and meet expectations of the organizers. Apart from my project, this dissertation shows the difficult and long process of creation that every designer is involved in to produce coherent visual communication clearly corresponding to the features of the event.