Communication theory: Makuti
Сommunication theory in the field of design
Design and contemporary art are often spoken about in terms of aesthetics, originality or emotion — yet at their core they function as systems of communication. Every visual form, object or installation is a message: it is created, encoded with meaning, transmitted through a medium, and ultimately interpreted by an audience. What makes communication theory valuable in these fields is that it allows us to see creative work not only as expression, also as interaction.
When an artist paints a canvas or a designer constructs a brand identity, they are not simply arranging colors and shapes — they are building a message intended to reach someone on the other side of perception. Meaning does not appear automatically; it emerges in the space between sender and receiver. A viewer may read the same artwork differently depending on cultural background, personal history, emotional state or even the physical context in which the work is seen.
Logo
Communication theory helps to explain this by framing meaning as something that is constructed, not delivered pre-packaged. A symbol becomes meaningful only when decoded by someone capable of recognizing it. Contemporary art often plays with this instability — think of conceptual works that appear minimal or cryptic until contextual information reshapes their interpretation. In design, same mechanism manifests in how typography, color and imagery evoke associations.
Another powerful idea within communication theory is that the message is inseparable from context. Artists intentionally exploit this fluidity, inviting audiences to construct meaning collaboratively. Designers, in turn, attempt to manage this process strategically — reducing ambiguity where clarity matters, amplifying emotional tone when persuasion is the goal.
Presentation for a general audience
Step into a world where imagination comes alive — welcome to Makuti, the puppet theater that turns recycled wood into magical characters! Each figure opens the door to a universe of fairy tales, creativity, and playful storytelling.
Posters
Characters from different tales invite you to join their adventures at each season of a year. For example, catching bubbles during a family picnic or sitting by the candlelight as it is a fireplace, where family and friends can gather and tell stories enjoying the cozy atmosphere!
Collection «Snow Queen»: Snow Queen, Gerda, Kai, little robber girl, deer
Collection «Villains»: Three-headed Dragon, Karabas Barabas, Maleficent, Cruella, Baba Yaga
Collection «Town Musicians of Bremen»: Dog, Rooster, Donkey, Cat
Become part of the Makuti world, where fairy tales extend beyond the stage and every character opens the door to a new adventure!
Presentation for a professional audience
«Makuti» is a puppet theater from recycled wood. The foundation of creating figures is fairy tales. Their variety enables the creation of a large variety of collections that can be combined with one another. As a result, the child not only has fun but also enhances their imagination.
Recycling wood to make toys is an environmentally friendly idea that is still relevant today. Reusing raw materials is not only a cost-effective way to save money, but it also has the potential to be a marketing strategy that draws attention to the audience.
Box
The brand’s limited merchandise is one of its features. The release of a collection will be influenced by different holidays or seasons. For instance, in the summer series, bubbles are featured as a fun game for the entire family in the fresh air, and in autumn, candles with recognizable characters are featured to create cozy evenings. The decoration of each item will include characters from fairy tales or logos. This marketing strategy distinguishes the promotional brand from potential competitors in the market.
Spring collection — glasses
Summer collection — bubbles
Autumn collection — candles
Winter collection — hats
The brand’s primary colors are what make it stand out. The main idea of «Makuti» is conveyed through the combination of pink, blue, and purple, which is closely linked to the fairy tale and dream.
Сolor palette
The market is now dominated by puppet theaters that focus mainly on Russian folk tales. Their primary colors are red, orange, and gold as a result. «Makuti» presents a unique approach with opposite colors and a diverse concept, which distinguishes him from the competition.
A comparison between classic puppet theatre and «Makuti»
A large house in the brand’s recognizable style is displayed on the first page of the website. This isn’t just pretty, it’s also convenient: every element directs you to a specific area. The site can be both useful for parents and interesting for the child through this approach.
Communication theory as basis for the presentations
In developing two distinct presentations for Makuti, we treated communication theory as a practical framework for tailoring the message to different audiences. We focused on how people understand visual symbols. This helped us design two clear approaches. The public presentation uses fairy-tale characters, colors, and seasonal scenes to create quick emotional reactions. The professional version uses clean visuals and structured layouts to present information clearly.
We also relied on a socio-cultural approach. Both presentations are built on shared cultural ideas. For families and children, we used familiar fairy tales and childhood memories. For professionals, we focused on values important in their field, such as sustainability, production logic, and strategy.
Identity theories also influenced the content. Social Identity Theory helped us think about how each audience sees itself. The general version creates a warm and imaginative world for families and children. The professional version speaks to experts who value innovation and ecological responsibility. Optimal Distinctiveness Theory helped us balance familiarity and originality. The public version uses well-known fairy-tale motifs with small unique details. The professional version highlights what makes the brand outstanding in its niche, due to recycled wood, limited collections, and an unusual color palette.
Finally, we applied ideas from cybernetic communication theory. We aimed to reduce unnecessary information. The public presentation uses short phrases and visual storytelling to avoid overload. The professional presentation follows a clear structure with logical order and concise explanations. In both cases, we remembered that meaning is created through interaction with the audience. The public version allows for imagination, while the professional version supports analysis. Together, these approaches helped the brand communicate effectively with very different audiences.
«Communication Theory: Bridging Academia and Practice», HSE online-course (дата обращения: 12.12.2025).
Макути // HSEDESIGN URL: https://hsedesign.ru/project/1cfcaee37f9b4a928b39d6c37243a922 (дата обращения: 12.12.2025).
Театр кукол Семейный, TGE01 // DOLLS-PUPPETS URL: https://www.dolls-puppets.com/Derevyannyj-teatr-kukol-tge01.html (дата обращения: 12.12.2025).
