Communication theory: UATA
Сommunication theory in the field of design
Communication can be understood as the process of producing meaning through the exchange of symbols within specific social and cultural contexts. By its nature, it is relational, symbolic, and situational: the meaning of a message is not fixed but is shaped depending on the conditions in which it is presented—whether in an exhibition space, a digital social media environment, or private interpersonal correspondence.
Communication theory serves as a structured framework for understanding this dynamic. It translates intuitive comprehension of communicative processes into a set of conceptual models that describe, explain, and, in some cases, transform the ways communication functions. This is particularly evident in design and contemporary art, where every visual object—from a poster to an installation or everyday artifact—operates simultaneously as a utilitarian object and as a carrier of theoretical commentary on identity, power, and culture.
In general, communication theories can be approached from two complementary perspectives.
Objective theories focus on identifying stable and measurable patterns in communication, such as behavioral effects, cognitive responses, or audience influence. These theories primarily rely on quantitative methods and empirical research.
Interpretive theories, by contrast, emphasize the meanings, values, and multiple realities constructed through communication. They employ qualitative methods, close reading of texts, and analysis of cultural practices, highlighting the contextual and often ambiguous nature of meaning.
A useful analytical framework in this context is Robert Craig’s meta-theoretical system of seven traditions of communication, which includes the cybernetic, socio-psychological, sociocultural, critical, rhetorical, phenomenological, and semiotic approaches. Each tradition provides a distinct lens for understanding communication and allows the same object to be examined from multiple theoretical perspectives.
In relation to design and art, this means that any object can be understood simultaneously as a semiotic system of signs and visual codes, as a sociocultural practice shaping identity, as a critical discourse that reinforces or questions existing norms, and as a means of interpersonal communication that shapes modes of interaction, self-presentation, and social perception.
UATA — A Brand of Functional Treats for Horses
Within the framework of Robert Craig’s seven traditions of communication theory, the UATA brand can be understood as:
• a semiotic system in which naturalness and safety operate as visual and material signs of trust; • a sociocultural practice that shapes a culture of careful, conscious interaction with animals; • a means of interpersonal communication that supports dialogue between human and horse throughout training and care.
Thus, UATA is not merely a brand of functional treats, but a communicative mediator that, through taste, composition, and the act of reward, conveys values of respect, care, and long-term health—transforming training into a meaningful and ethical interaction.
Presentation for a general audience
UATA is a brand of natural treats for horses, offering a wide range of flavors that are safe for both animals and humans. Our slogan: «Share the joy: UATA treats — the taste of care for you and your horse.»
Positioning UATA creates a unique category of treats — a premium product for modern horse owners who pay close attention to their horse’s health and emotional well-being.
Relevance for Owners A UATA treat helps owners express their attitude toward their horse: it is a sign of care and trust. By giving a treat, the owner is literally communicating, «I care about you, ” strengthening the emotional bond.
Functional and Emotional Needs Placing a treat into a horse’s hand satisfies not only practical needs (a healthy reward) but also identity-driven ones: owners feel proud to choose a high-quality, natural product.
Core Problem and Its Solution Previously, horse treat packaging often looked cheap and childish, lacking clear positioning. UATA solves this problem: our design is minimalistic, mature, and stylish, with product benefits clearly stated. Owners now have no doubts about safety and value — everything is presented transparently and honestly.
Example of Communication Giving a UATA treat is a symbolic gesture. The owner tells the horse: «You are special, and I invest in the best for you.» The horse’s reaction (joy, trust) and praise from others become feedback within this interaction.
Social Exchange According to social exchange theory, UATA’s value lies in its high reward-to-cost ratio.
Rewards: • Strengthened trust from the horse • Emotional joy from the horse’s satisfaction • A variety of flavors for new experiences • Pride in caring for the horse’s health
Costs: •Financial spending on high-quality treats • Time spent on training or rewarding
The brand emphasizes that all «costs» are justified: a horse’s health and happiness are priceless. We assure owners that investing in UATA treats is an investment in a strong bond and shared pleasure that far outweigh the money and effort spent.
Presentation for a professional audience
Concept and Form UATA treats are designed as a bridge between humans and horses. Their visual language combines tradition and modernity: Tradition: classic motifs — carrot, apple, horseshoe — familiar and emotionally close to every horse owner. Modernity: minimal, clear graphics and concise packaging emphasize naturalness and premium quality.
On a semantic level, each UATA treat functions as a sign of care. Traditionally, giving a horse a treat symbolizes reward and affection. UATA re-encodes this sign through contemporary design.
Formally, the packaging is an eco-friendly pouch with a transparent window, allowing the natural content to be seen immediately. Different flavors are marked with a unique color accent and a pictogram of the corresponding ingredient (carrot, apple, beetroot, mint, etc.).
Color Palette The color selection reflects naturalness and vitality: Green: symbolizes freshness, grass, and nature. Orange: associated with carrots — the classic horse treat — conveying warmth and energy. Red / Burgundy: evokes juicy apples and berries, draws attention, and expresses the owner’s passion for their horse. Beige or Brown: earthy, natural tones associated with safe, natural ingredients and an organic base.
Each product color carries a clear semiotic function: orange explicitly signals «carrot, ” red „apple/berries, ” and green „herbs/mint.“ Together, the palette immerses the buyer in the atmosphere of a stable and the natural world, combining nostalgia (traditional flavors) with a contemporary aesthetic.
From the perspective of critical communication theory, we deliberately play with expectations: a horse treat is rarely perceived as a stylish accessory, but rather as a rural, utilitarian object. UATA subverts this assumption through an ironic gesture — applying a rigorously designed, „serious“ visual sign system to a „simple“ product. This subtly challenges the idea that „horse-related products don’t require refinement“ and elevates interaction with the horse to the level of a conscious, meaningful practice.
Typography UATA’s typographic system combines two principles: A clean, geometric sans-serif typeface (for primary packaging text) emphasizes modernity and readability. A small handwritten or decorative typeface for the brand name and accents adds warmth and conveys individuality and care.
This pairing communicates a key idea: we rely on experience and sincerity (the handwritten, «human» type), while presenting everything within a modern, restrained visual system (simple sans-serif forms). It unites traditional values of care with a rational, quality-driven approach.
Brand Character and Tone of Voice
The UATA brand is attentive, energetic, and caring. Its voice resembles that of a skilled horse owner or trainer — warm and encouraging, yet confident.
Positive reinforcement: the brand consistently praises owners for their choice. Messages communicate: «You are a responsible and loving horse owner.» This supports the audience’s need for recognition and respect.
Respect for autonomy: at the same time, UATA avoids imposing decisions. By offering a variety of flavors, it emphasizes freedom of choice: «Try and see which one your horse prefers.» This respects the owner’s desire to make independent decisions.
In this way, UATA’s communication «manages face»: it acknowledges and validates the owner’s care while granting freedom of choice. The tone is that of a friendly mentor. For example: «You’ve chosen the best for your horse» or «Every horse deserves a delicious surprise.»
Communication theory as a basis for presentation
We build the UATA brand strategy within the interpretive paradigm, where the key focus is the meaning that owners assign to treats and to their interaction with the horse. This approach reflects the essence of the design, in which the subjective significance of objects in a person’s life is central.
Core Communication Traditions Embedded in UATA (based on Craig’s model)
Semiotic Tradition UATA treats are analyzed as a system of signs. Traditional symbols (carrot, horseshoe) are re-encoded into contemporary graphic and color codes. For example, a minimalist horseshoe functions not only as a symbol of luck but also as a sign of care for all living beings. We deliberately construct a visual language in which every detail carries meaning: a natural ingredient equals packaging transparency; a heart symbol equals love for animals.
Sociocultural Tradition The UATA brand becomes part of the everyday communicative practice between human and horse. The ritual of rewarding with a treat is framed as a social norm: within equestrian culture, it signals the health of relationships within the «herd.» By giving a treat, owners «enter the public sphere» using a shared language of respect and affection. This process shapes the identity of the «loving, caring owner» — a new social image within the equestrian community.
Critical Tradition UATA does not merely follow the existing culture of «treats» — it rethinks it. Unlike traditional perceptions of treats as childish indulgences or unnecessary luxuries, we emphasize the value of substance: natural ingredients, sustainability, and benefits for the horse. This gently critiques simplified stereotypes and reframes the treat as a tool of care rather than mere entertainment.
Communication and Identity A UATA treat functions as a tool of identity communication. Through it, the owner signals, «I am a responsible caregiver, ” while the horse receives a sign of love and attachment. The litmus test of this process is emotional feedback: a trainer’s smile, a horse’s gentle look, a compliment from fellow horse owners. In this way, a single UATA package creates a context for positive interaction on multiple levels — from emotional warmth to social media posts with „after training“ photos.
Social Exchange Theory UATA’s value is defined by the emotional rewards generated through interaction. A few treats create a chain of positive reinforcement. With relatively modest costs (an accessible price point and minimal effort), the owner gains long-term benefits — a healthier, more responsive horse, a stronger bond, and genuine enjoyment of interaction. The brand slogan reinforces this idea: „Give your horse joy — it’s the best investment.“
Outcome UATA treat packaging becomes a true communication node between horse and human. It functions simultaneously as an accessory (easy to carry to training or outings), a conversation starter («what I feed my horse»), and a personal ritual — a shared end-of-day moment. The UATA case demonstrates how a simple design product transforms into a multi-layered act of communication: a signal of care, a social practice, and a small celebration of taste. This systematic application of communication theories makes UATA far more than «just another treat» — it is a fully developed communication strategy that reflects the contemporary values of horse owners.
«Communication Theory: Bridging Academia and Practice», HSE online-course (дата обращения: 10.12.2025).
