Language is a universal power in which we communicate. Its diversity spans across countries, tribes, communities and nations. Our communication comes through both speech and visual counterparts. Language allows brands to communicate and connect with customers. We tailor our language to attract, inspire or encourage them. However, when we focus our communication to only written language, we often limit the market we can reach. Universal language is important when you want to connect with the diverse world we live in.
Universal Language beyond words
1. Prehistoric Communication
Dating back to over 200,000 years, the earliest form of prehistoric visual communication can be found in Africa. These cave paintings aren’t fine art. They were universal and utilitarian. Plus, they even served for survival purposes. Early civilizations didn’t have an established spoken language. The most universal language at that time, was beyond words — dots, squares, geometric signs, figures and animals. It would be years before humans developed a formal written language.
2. Communication Today
If we look at the way we communicate today, we can certainly see how diverse our world has become. Both verbal and visual communication allow us to tell powerful stories. We’ve developed different languages and dialects across the world. The difference is so much, that it’s a challenge to communicate to a world-wide audience. When we attempt to reach a global market, our message can be limited to ONLY those that speak the same language. Brands that need to communicate on an international level, will often need to create specific collateral tailored to each language. And that, can be incredibly expensive!
3. Here Come the Emojis
Emojis became extremely popular because it allows people to express emotions without long sentences. It became convenient. And it quickly became an international form of communication. A smily face means the same across the world. Even that smiling poop emoji carries the same significance anywhere you see it. While emojis aren’t really created to bring us back to our prehistoric form of communication, it has allowed brands to reach a global audience.
One brand that has discovered a way to use language beyond words, is Pepsi. Their Pepsimoji campaign is breaking the communication barriers that brands often face. By simply using emojis! These are strategically used to express HOW we can feel when we consume their product.
Emojis can be a universal language that goes beyond words. It can help connect our diverse world. And if your brand wants to reach a global audience, sometimes, emojis are the way to go. However, the way it’s executed should make sense for your market.