A university project by Muhamad Daniel Adam Bin Asmawi for the course BDM10014 Visual Communication Theory and Practice. The flipbook examines the Grab SuperApp as a case study, covering the visual communication process, stakeholder roles and conflicts, semiotic signs such as the corporate green theme and service icons, functional interface features like the service grid layout and GrabPay…
This flipbook is a student assignment for the course BDM10014 Visual Communication Theory and Practice, authored by Muhamad Daniel Adam Bin Asmawi. It presents a visual communication analysis of the GrabFood digital product within the context of daily culture and urban life.
The document opens with an introduction to visual communication and its importance, using Grab's corporate green colour and clean UI as examples. It then outlines the visual communication process involving sender, message, medium and receiver, specifically applied to Grab's management, brand team, mobile interface and app users.
A section on stakeholder roles identifies the client (Grab executives), the designer (UI/UX designers) and the audience (daily commuters and hungry users). It includes a table of stakeholder conflicts, such as the tension between promotional banner placements and minimalist layout preferences.
The analysis covers semiotics with three signs: the corporate green theme, food and bike service icons, and the live GPS map interface. It then lists functional features of the Grab interface, including the service grid layout, search bar and filters, and the GrabPay balance widget.
A comparison between semiotics and functionality addresses meaning versus practical use. The sensing, selecting and perceiving framework is applied to the user experience. Academic references include Huxley (1942), Lau, Tan and Lim (2021), and Norman (2013).
The summary concludes that the flipbook centres on family, food technology and urban culture, positioning GrabFood as a modern visual communication medium. It describes the visual mood as vibrant and clean, with clear hierarchy and interactive elements such as virtual page turns and annotation callouts.