Visual Communication Strategy for Six Flags Press Release
This memo analyzes the design decisions behind three visual communication pieces created for a Six Flags press release promoting new haunted houses inspired by "The Conjuring" and "Saw X." The paper examines how ethical standards — including accuracy, intellectual property, and accessibility — guided the development of an infographic, internal presentation, and video script. Drawing on semiotics, the Narrative Paradigm theory, and visual hierarchy principles, the memo justifies each creative choice with reference to established communication scholarship. Best practices in infographic design, interactive presentations, and narrative-driven video scripting are discussed in the context of reaching journalist, employee, and consumer audiences.
- Overview: Purpose and guiding principles of the communication pieces
- Ethical Considerations in Visual Communication Design: Ethics in infographic, presentation, and video accessibility
- Application of Semiotics and Narrative Paradigm Theory: Semiotics and storytelling theory applied to deliverables
- Visual Hierarchy and Design Theory in Presentation: Design hierarchy guiding employee audience comprehension
- Best Practices in Infographic and Video Script Design: Industry best practices for data visualization and narrative video
- Conclusion: Summary affirming ethical and effective communication design
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What makes this paper effective
- The memo consistently connects each design decision back to a named theory or ethical framework, grounding practical choices in academic justification.
- It addresses three distinct audience types — journalists, employees, and consumers — and explains how each communication piece was tailored accordingly.
- Citations are deployed purposefully rather than decoratively; each reference directly supports the specific claim being made in that paragraph.
Key academic technique demonstrated
The paper demonstrates applied theory integration — the ability to take academic frameworks (semiotics, Narrative Paradigm, visual hierarchy) and map them explicitly onto real-world professional deliverables. Rather than describing the theories in the abstract, the author explains exactly how each theory shaped a specific design choice, which is the hallmark of strong applied communication writing.
Structure breakdown
The memo opens with a brief framing overview, then moves into a detailed section-by-section justification organized by theme: ethics, theory, and best practices. Each subsection handles one piece (infographic, presentation, or video script) through one analytical lens. The conclusion synthesizes the argument by confirming that all three deliverables met the stated standards. This structure is well-suited to the memo format and mirrors the organization expected in professional public relations documentation.
Overview
The development of the infographic, presentation, and video script for Six Flags' new haunted houses inspired by The Conjuring and Saw X was guided by a commitment to ethical standards, effective communication theories, and best practices in message delivery. These elements are crucial in ensuring that the visual communications not only convey the intended message but also resonate with the target audience while adhering to the ethical norms of the field.
Ethical considerations played a pivotal role in the creation of these pieces. The infographic, for instance, was designed with a strong emphasis on accuracy and honesty, in line with the PRSA Code of Ethics (PRSA, Inc., 2023). The information presented was sourced directly from the Six Flags press release, maintaining the integrity and trustworthiness of the content. Additionally, the inclusion of direct links to Six Flags' social media and official website in the infographic promoted transparency, allowing the audience to seek further information and verify the content independently.
In terms of communication theory, the design and content of the visual pieces were heavily influenced by semiotics and the Narrative Paradigm theory. The effectiveness of message delivery was also a key consideration. The visual hierarchy and design of the infographic were carefully crafted to ensure that the audience could easily navigate through the information. The use of bold colors and distinct sections ensured that the message was not only delivered effectively but was also engaging. This approach is supported by best practices that emphasize the importance of understanding and catering to the audience's interests (Pera & Viglia, 2016). The design and content were tailored to appeal to the target audience — in this case, thrill-seekers and horror movie fans.
Ethical Considerations in Visual Communication Design
The infographic was designed with a strong emphasis on accuracy and honesty, which are essential ethical considerations in public relations. Maintaining the integrity of the content not only upheld the trustworthiness of the piece but also built credibility with the journalist audience, who rely on accurate information for their reporting.
For the internal presentation, ethical considerations included using images, pictures, and logos for which the organization had obtained permission. This aligns with the ethical standard of not misappropriating or misrepresenting visual elements, a key aspect of ethical visual communication (Cairo, 2014). The presentation was carefully crafted to include only those visual elements owned by Six Flags or for which appropriate permissions were obtained, ensuring respect for intellectual property rights.
In the video script, a key ethical consideration was ensuring accessibility for a wide range of audiences. This meant providing a transcript for the video — a best practice in terms of inclusivity and one that aligns with the ethical responsibility of making information accessible to all, including those with hearing impairments (Page & Duffy, 2021). By including a transcript, the video became more accessible and ensured that the message reached a broader audience in an ethical manner.
Application of Semiotics and Narrative Paradigm Theory
The infographic leveraged semiotics — the study of signs and symbols and their use or interpretation. As noted by Page and Duffy (2021), semiotics is crucial in visual communication because it helps convey complex messages quickly and effectively. The infographic utilized recognizable symbols from The Conjuring and Saw X to instantly connect with the journalist audience, who are familiar with these popular cultural references. This use of semiotics ensured that the infographic was not only informative but also engaging and relevant to the audience's interests and experiences.
The video script was structured around the Narrative Paradigm theory, which posits that humans are natural storytellers and that effective communication often takes the form of a narrative (Page & Duffy, 2021). The script told a story of excitement and thrill associated with the new haunted houses, engaging the consumer audience by placing them within the narrative. This approach is supported by research indicating that narratives are highly effective in persuasion, especially in marketing and public relations (Pera & Viglia, 2016). By framing the information as a story, the video script was more likely to resonate with and be remembered by the audience.
Conclusion
This memo has addressed concerns regarding the infographic and other visual communication pieces developed for Six Flags' press release, demonstrating that each was created with a focus on best practices in message delivery effectiveness. From the clear and concise design of the infographic and the interactive and engaging elements in the presentation, to the persuasive narrative structure of the video script, each piece was crafted to effectively convey the message to its intended audience while adhering to ethical standards and research-supported strategies in the field.
Cairo, A. (2014). Ethical infographics: In data visualization, data meets engineering. The IRE Journal.
Page, J. T., & Duffy, M. (2021). Visual communication. Wiley Global Research (STMS).
Pera, R., & Viglia, G. (2016). Exploring how video digital storytelling builds relationship experiences. Psychology & Marketing, 33(12), 1142–1150.
PRSA, Inc. (2023). PRSA Code of Ethics. Public Relations Society of America.
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