Image 1-3. Sale posters by Lucency, 2023.
This is the sale post of one of my favorite fashion brands called "Lucency".
We could see that for the word 'SALE' and related information, they made them all capitalized and put in the middle of posts. That is surely the most important information that they want us to pay attention to.
The denotation of 'Sale' is the action of selling something.
For me, the connotation of 'Sale' goes to cheap, a good chance, urgent, occasional.
The denotation of 'online' is controlled by or connected to a computer or to the internet.
For me, the connotation of 'online' goes to fast, convenient, not real, flat, new things.
We could see that they used the picture of details of a garment as the background. The background picture surely gives me the idea of what they are selling. The white and thin texture fabric gives me a feeling of cheap and didn't pay a lot attention on fabric choosing when making this cloth and there is not many details or patterns on this garment. Combine with the last post which there is raw edges for this dress, the background pictures of those three posts give me a feeling of the garments on sale are defective, not well designed and maybe cheap.
We could see that they used different text colors for different posts.
I believe in this case black is the deepest color, so it stands for the most expensive price level. I couldn't say purple is deeper than green, but purple gives me more feeling of luxury, formal and rare, whereas green gives me more feeling of common.
The logo of this brand makes me think of wind, waves, and tides. it gives me the feeling of this brand is coming to me in a gentle way.
Image Reference List
Image 1-3. Lucency. 2023. Sale Posters. Available from: https://item.taobao.com/item.htm?spm=a230r.7195193.1997079397.8.671043f02Srhe2&id=659918273895&abbucket=19. [Accessed 17th February]
Thank you!
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