These are different ways of addressing the customer. They can be grouped by levels:

Branding labels – atmosphere, identity and message;
subject labels – spring, autumn;
price labels – standard labels, promotions;
information labels and direction signs – where, what;
other – bags, leaflets, packages.

Each communication level has a different character. When that is taken into account and a graphic output is chosen accordingly, information will be clear, understandable and discoverable.

Importance of communication in implementing the marketing policy and keeping the brand identity is remarkable.