Representational - Symbolic - Abstract
Council Tales won an award for their annual report in 2009. By the overall look, it is very representational of camping. The impact of its representation is that the company invests enough in its representation that it is willing to go the extra mile to translate that into their annual report. It shows the dedication and improves the credibility of the company.
The items chosen to package the annual report in and with are very symbolic of the outdoors and camping. Although the mini sleeping bag and tent are not actually functional in a real camp setting and are used solely to house the annual report, the flashlight comes fully functional and includes batteries. The impact of the symbolism involved with these items give a sense of encouragement to explore the outdoors. The company even provides a flashlight as extra incentive.
The packaging of the annual report uses the sleeping bag as the sleeve for the report and the tent and the entire packaging to house all of the items. The abstraction of the use of the tent and sleeping bag as a means of packaging shows the creative intentions behind the company.
Through the interaction of all 3 levels, the viewer is provided with enough information about Council Tales to know that it is communicating ideas of the outdoors and camping. The overall look and feel represents it, while the items symbolize the action. When they are all combined into the packaging, abstraction takes place and without even opening the annual report, the viewer gets a sense of fun and adventure through an outdoors experience.
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