Communication theory: Udobri
Udobri is a brand of organic fertilizers that are environmentally safe and suitable for beginner gardeners. The brand addresses two target audiences: B2C, which includes novice gardeners who may find it challenging to navigate the complexities of plant care, and B2B, consisting of small farming enterprises that prioritize the safest possible cultivation practices.
How communication theory works in the field of design
One of the main tasks of design is to convey specific meanings, values and ideas to the consumer. These can be the advantages of a brand, associating it with a certain lifestyle, persuading consumers to purchase a product, etc. In this regard, communication theory is important for increasing the effectiveness of a design product.
«Media don’t tell us what to think, but what to think about» — Agenda Setting Theory
According to Agenda Setting Theory, the media form the agenda and prioritize people’s thinking. This principle is also realized through design: with the help of accents in scale, visual hierarchy, composition techniques, and so on, we can «direct» the attention of the reader, user or consumer in accordance with our goals. At the same time, according to Framing Theory, the same information can be presented in different ways. So, with the help of design, the news of a new fertilizer can be presented as a positive event reflecting the possibility of increasing yields, or as a negative event that threatens ecosystem stability. Perception is also influenced by the medium chosen for communication. Thus, the same message posted in a newspaper and on a social network can be perceived in different ways (The Medium is the Message Theory)
However, at the same time, content consumers do not become passive recipients. Uses and Gratifications Theory states that people filter incoming information based on their needs. Thus, people are not just exposed to the media, but they themselves choose which content, in what form and from what source to consume. Brand communication in this regard should meet the needs of the target audience, and the design used for it should not go against user expectations (except in cases when it is done consciously) and the context of use.
This theory is related to Selective Exposure theory, which states that people tend to filter out content that contradicts their attitudes, beliefs, and values. Thus, people prefer to consume information that confirms their views on the world in order to avoid cognitive dissonance.
This tendency of a person to the familiar, the established is considered in the works of the Frankfurt school. Thus, Critical Theory describes the media as an autonomous institution that has now become an instrument of social control. Mass culture can lead to standardization, lack of critical thinking, and abandonment of the pursuit of novelty. This is also evident in design: there is already a trend towards the global unification of visual language, which ensures global comprehensibility but also risks reducing diversity and promoting standardization.
Thus, communication theory allows us to consider design not only from the point of view of visual, but also from the point of view of meanings and perception. This makes it possible to solve design tasks more efficiently, consciously and responsibly.
Presentation for a general audience
Embark on a journey towards lush gardens and thriving crops with Udobri—the brand dedicated to enriching both your soil and soul through organic excellence. Our carefully crafted line of environmentally friendly fertilizers ensures that each step you take toward cultivating greenery aligns perfectly with sustainable living principles.
Designed especially for those taking their first steps into gardening or running smaller agricultural ventures focused on safety above all else, Udobri makes caring for plants easy and enjoyable. From tender flower beds to robust vegetable patches, watch your efforts blossom effortlessly under the gentle guidance of these natural boosters.
Imagine transforming barren plots into vibrant landscapes teeming with life, knowing full well that no harm comes to Earth during the process. That’s what sets apart Udobri—not only do they nourish flora effectively but also reflect a commitment to ecological balance.
So whether you’re eagerly awaiting blooms after planting seeds indoors or managing acres filled with future produce, trust Udobri to help turn aspirations into reality. Choose wisely today; choose organically tomorrow!
Presentation for a professional audience
Udobri brand is focused on organic fertilizers designed for environmentally responsible agriculture. The brand’s visual and communication system emphasizes clarity, ecological safety, and ease of professional use.
Brand communication is built as a rational and transparent exchange between the sender and the receiver. Visual elements function as carriers of meaning, communicating reliability, sustainability, and controlled impact on the ecosystem.
The visual language is restrained and functional. Natural colors associated with soil and plants reinforce the organic positioning of the product. Simple typography and a clear visual hierarchy ensure legibility of technical information, product composition, and usage instructions, reducing cognitive load for the user.
Packaging and communication materials minimize visual noise and prioritize transparency. Information is structured to guide attention to key data, supporting informed decision-making. This approach positions Udobri as a reliable and professional solution for small farms and agricultural specialists working within sustainable cultivation practices.
Communication theory as basis for the presentations
Agenda Setting Theory
Agenda Setting Theory influenced the prioritization of information in both presentations. In the presentation to the general audience, the emphasis shifts to the formation of positive associations between caring for the environment and self-realization. Visual cues highlight the simplicity and joy inherent in growing your own crop, and guide the perception to consider Udobri products as essential companions along the way. The presentation for professionals focuses on environmental safety, sustainable development and transparency of the composition as the core values of the Udobri brand, which professionals consider to be the most important.Framing Theory
By applying Framing Theory, Udobri positions itself as a bridge connecting individual efforts with broader goals of ecological harmony. Presentations illustrate how everyday actions contribute meaningfully to larger collective endeavors, encouraging pride in being part of something greater. In presentation for professional audience, Framing Theory informed the way product information is presented. Fertilizers are framed as controlled and responsible agricultural inputs rather than as tools for aggressive yield maximization. This framing aligns the brand with long-term soil health and ecosystem stability, which are key concerns for professional users.Uses and Gratifications Theory
Understanding the motivations behind why general audience engage with the brand led to designing a presentation rich in inspirational narratives. Users seeking validation, reassurance, or simply delightful escapism find solace in stories highlighting real-life transformations made possible by using Udobri. According to Uses and Gratifications Theory, professional audiences actively seek information that satisfies practical and informational needs. Therefore, the Udobri presentation prioritizes clarity, usability, and factual content, avoiding unnecessary emotional or decorative elements that could interfere with effective communication.Selective Exposure Theory
Selective Exposure Theory was taken into account by aligning the brand message with the existing values of environmentally conscious agricultural professionals and beginner gardeners. By reinforcing beliefs related to sustainability and responsible cultivation, the presentation reduces cognitive dissonance and increases trust in the brand.Communication Theory: Bridging Academia and Practice // Сайт edu.hse.ru (URL: https://edu.hse.ru/course/view.php?id=133853) Date of request: 10.12.2025
Brand images adapted for an English-speaking audience are taken from a project by Elena Korneva: https://lms.hsedesign.ru/project/ed411e38911a450e95dba5e0ab619f99 (Date of request: 12.12.2025)
