Analysis of Schuylkill Township’s Web Page

Aug 5, 2024

9 min read

Introduction

Nestled in the heart of Chester County, Pennsylvania, lies Schuylkill Township, a quaint and charming community that exudes a palpable sense of history and small-town charm. With a population of approximately 10,000, as taken from the 2020 consensus, this picturesque township covers an area of 8 square miles and boasts a breathtaking natural landscape that serves as a haven for nature lovers and outdoor enthusiasts. Situated in the southeastern part of Pennsylvania, Schuylkill Township is closest to the major cities of Philadelphia and Valley Forge. But Schuylkill Township is more than just scenic views and natural beauty. It's a place where the past and present blend seamlessly, creating a unique and captivating atmosphere that beckons visitors to explore and discover. From the Valley Forge National Historical Park to the Schuylkill River Trail, there are numerous historic sites and recreational areas that offer a glimpse into the township's rich and storied past. The township is also home to many recreational parks and gathering areas including, Pickering Creek Reservoir, the French Creek State Park, and the Phoenixville Reservoir.

The economy of Schuylkill Township is diverse and vibrant, with a mix of retail, manufacturing, and service industries. Small businesses abound, adding to the charm and character of the township. From bustling shopping centers to charming boutiques, there is something for everyone in this idyllic community. Overall, Schuylkill Township is a hidden gem that offers a unique blend of history, natural beauty, and small-town charm. Whether you're a local or a visitor, you're sure to fall in love with this charming and delightful township.

While Schuylkill Township's history, natural beauty, and charming character are undoubtedly appealing, its visual design and communication functions are equally important in creating a cohesive and compelling narrative for the township. As such, this analysis seeks to delve deeper into the township's visual identity, branding, and communication strategies on their township website page to understand how these elements contribute to the overall character and appeal of Schuylkill Township.

Analysis

Through a critical examination of the township website page's use of color, visual branding, symbols, and other design elements, this paper aims to explore how these components work together to create a cohesive and effective visual narrative that engages and informs its residents and visitors. Alongside the discussion of an effective visual narrative will be the inclusion of persuasion and social influence, and resource distribution. By doing so, a better understanding of the importance of visual design and communication grows in shaping the identity of a community and how other communities can learn from Schuylkill Township's successful approach.

Visual communication is a complex and multi-faceted field that encompasses a range of theoretical approaches and concepts. Researchers estimate that “over 50% of the brain’s cortex is involved in visual processing” (Snowden & Thompson, 2012). In this analysis, several key theories of visual communication will be drawn upon to provide a comprehensive understanding of the Schuylkill Township's web page and its visual design and communication functions. Perceptual processes select what is at the forefront of attention, based on the features of the visual that catch the eye of the viewer and the patterns that align the goals of the viewing. The theories that will be applied as lenses to look at this information through include perception theory, aesthetics, and semiotics.

Perception theory is concerned with how individuals interpret and make sense of visual stimuli. It suggests that visual perception is not a simple, passive process, but rather an active process that involves the interpretation of visual cues in the context of prior knowledge and experience. This theory is particularly relevant when examining the visual design and communication functions of Schuylkill Township, as it can explain how residents and visitors perceive and interpret the township's visual identity and branding. In order to understand the web page of Schuylkill Township, active viewers of it readily associate meaning with what they are seeing. As perception flows into aesthetics and semiotics, this theory is the foundation for meaning. The meaning that is associated with each of the colors and graphics on the page come together to form initial perceptions of what is being viewed.

Aesthetics is the study of beauty and taste in art, design, and visual culture. It is concerned with understanding the subjective and emotional responses that people have to visual stimuli. When examining the visual design and communication functions of the Schuylkill Township web page, aesthetics can help to understand how the township's visual identity and branding evoke emotional responses from residents and visitors, and how these responses contribute to the township's overall character and appeal. Schuylkill Township’s web page is colored with white, green, and orange hues that create a cohesive and simplistic design for the ease of utilization. The base color for the web page is white, relying on various shades of green to create greater contrast. The orange inclusions of the web page are used as highlight points, or accents to accentuate and represent what users can do on the page. Each of these orange accents direct an action for users on the web page. Some of these include having orange circles around each of the six links used to take people to most used sections of the web page, using the accents as arrows --indicating to users that there is an elaboration, and highlighting special days on the calendar so events are made known.

The aesthetic that is played on in this representation of colors relates to nature. As a society, meaning has been associated with each color and may be used in cooperation with others to better understand the message being conveyed. Visual design plays on emotions in aesthetics, wherein people use feelings as information. Green is associated with the colors that are seen in nature; green leaves on a tree or bush, sprouting green grass with stems of flowers urging their way through. While white is most closely a representation of purity, cleanliness, and good intention. Lastly, orange can be interpreted to be associated with many meanings, however; as it is coupled with green and white, more feelings relating to nature are evoked. In saying this, hues of oranges can be closely associated with the color of the sun, sky at sunset or sunrise, the colors of flowers in blooms or even creatures that rule the outdoors. These colors used in cohesion can be interpreted to represent the pure intentions of taking care of the nature that surrounds the community. In cooperation with the colors used to play on aesthetics are the symbols that the colors give life to.

Semiotics is the study of signs and symbols and how they are used to communicate meaning. In the context of visual communication, semiotics is concerned with how visual elements such as color, typography, and imagery are used to convey meaning and evoke emotions. Semiotics acts as a representative of the meaning behind the symbols presented to consumers of it. When analyzing the visual design and communication functions of the Schuylkill Township web page, semiotics can help to understand how these visual elements are used to create a cohesive and effective visual narrative that engages and informs its audience. According to Lin, Yeh, and Wei, the graphics on the page are first to be interpreted before textual accompaniments (2013). The home page for the Schuylkill Township web page is full of semiotic evidence that eases the utilization of this resource. Upon first glance, there are graphics that suggest the possibility to search the page, browse a menu, and easily be taken to any of the six most used links. The six links for popular use include symbols associated with each category, including; agenda & minutes, township code, forms, interactive zoning maps, reporting concerns, and watch meetings. These symbols are quickly recognized by their descriptive image due to the association of meaning that has followed it. Symbols can function as external memory aids, in which the meaning can be derived without textual support.

Other symbols used throughout the township’s web page include the logo that heads each page. The Schuylkill Township is represented by the Schuylkill river which runs through the boundaries of this province and its beauty in the foliage. As these characteristics are what describe the township as a whole, it is what represents it in a digital format as well. The logo that stamps each header of the webpage pictures a mountain with a setting sun and river running through, accompanied by various trees on each side. This representation of the area is easily recognizable through the understanding of the township and its most general descriptors.

Other platforms

Upon analyzing Schuylkill Township's visual design and communication functions, it becomes apparent that the township's Twitter page is not in unison with the same brand image of the web page. While the township's official website features a clean and consistent design that reflects its natural beauty and historical character, the Twitter page appears to be less cohesive and lacks a clear visual identity. The Twitter page does not employ the use of the same colors as the representation of the township on the web page. The Schuylkill Township twitter page uses a picture of a house for the profile and does not have a header image selected. These simple changes in representation can better the fluidity of recognition for this township. This inconsistency in visual design and communication between the website and the Twitter page could potentially confuse and alienate visitors, who may expect to see a consistent visual identity and branding across all of the township's communication channels. It is important for Schuylkill Township to maintain a cohesive visual identity and branding across all communication channels to ensure that its messaging is clear and precise. Inconsistent branding is an example of how a lack of attention to visual design and communication can detract from the overall effectiveness of a communication strategy. By addressing this inconsistency and aligning all of its communication channels with a consistent visual identity, Schuylkill Township can strengthen its brand image and improve its communication with residents and visitors.

Further examining the Schuylkill Township's visual design and communication functions, it can be observed that the township's Facebook page is identifiable as a halfway point between being able to recognize the brand of the website versus its Twitter account. Similar to the website, the Facebook page features a consistent and recognizable logo that reflects the township's natural beauty and historical character. The same logo that is used as the header for the township web page. The color scheme and imagery used on the Facebook page align with the website, making the overall branding of Schuylkill Township more cohesive. Where this page lacks in cohesion with the web page, is made up for by being comparable to the Twitter page. Some of the elements that are more in line with the Twitter account's design, such as the use of a profile picture that features the township's meeting place where the Facebook alternative, the same image is used as the header. This design element is not present on the website, but it does add a photorealistic perception of some meeting place that has meaning to the township. While there are some differences between the Facebook page and the website in terms of visual design and communication, the Facebook page serves as a more cohesive and consistent representation of Schuylkill Township's brand identity than the Twitter account.

Conclusion

In conclusion, the critical examination of a township or borough's visual design and communication functions is a fundamental process that can provide valuable insights into the effectiveness of their communication strategies. By evaluating the township/borough's ability to communicate and promote its brand, educate citizens, distribute resources, persuade, and influence social behaviors through visual communication strategies, we can gain a deeper understanding of how effectively these entities are meeting their communication objectives. Through the critical examination of visual design and communication functions, the importance of consistency in visual identity across all communication channels is identifiable. In today's digital age, a cohesive visual identity is essential in establishing brand recognition, improving public perception, and building trust with citizens. By providing consistent visual cues and messaging, townships and boroughs can build a strong and recognizable brand, which can have a positive impact on citizen engagement and overall effectiveness.

The critical examination of visual design and communication functions can highlight the significance of different design elements and communication strategies in impacting overall effectiveness. Through this examination, townships and boroughs can identify which design elements and communication strategies work best for their audience and tailor their communication efforts accordingly. By implementing the best practices identified through this critical examination, Schuylkill township can improve their communication strategies and better meet the needs of their citizens. This examination serves as a reminder of the importance of visual design and communication in effective township/borough communication, and provides a foundation for future research and analysis in this area. Overall, the critical examination of visual design and communication functions provides a professional and creative approach to evaluating the effectiveness of a township or borough's communication strategies. By taking a thorough and strategic approach to this examination, we gained valuable insights into how these entities can better meet the needs of their citizens and achieve their communication objectives.