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Educazione Grafica

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Regole e concetti di base per comunicare con una grafica efficace.
Giovanni Re
Roland DG Mid Europe

Published in: Technology
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Educazione Grafica

  1. 1. Educazione Grafica regole e concetti di base per comunicare con una grafica efficace Giovanni Re Roland DG Mid Europe
  2. 2. Comunicazione CANALE CODIFICA DECODIFICA MESSAGGIO DISTURBI FONTE RICEVITORE MESSAGGIO
  3. 3. La comunicazione “ Il vero problema della comunicazione sta nel codificare il messaggio in modo che esso possa resistere all’onnipresente rumore che il canale introduce” G.A. Miller – Psicologia della Comunicazione
  4. 4. Ridondanza INFORMAZIONI NEL TRASMETTITORE INFORMAZIONI NEL RICEVENTE INFORMAZIONE TRASMESSA
  5. 5. Ridondanza INFORMAZIONI NEL TRASMETTITORE INFORMAZIONI NEL RICEVENTE INFORMAZIONE TRASMESSA
  6. 6. Ridondanza grafica Vota Brigitte Hunt Brigitte Hunt Ricercata Concerto live Brigitte Hunt
  7. 7. Ridondanza grafica Vota Brigitte Hunt Brigitte Hunt Ricercata Concerto live Brigitte Hunt Brigitte Hunt Ricercata Vota Brigitte Hunt Concerto live Brigitte Hunt
  8. 8. Ridondanza grafica Brigitte Hunt Ricercata Vota Brigitte Hunt Concerto live Brigitte Hunt Vota Brigitte Brigitte Hunt Ricercata BOLLETTINO 2232
  9. 9. Componenti grafiche <ul><li>Linee </li></ul><ul><li>Forme </li></ul><ul><li>Simboli </li></ul><ul><li>Font </li></ul><ul><li>Colori </li></ul><ul><li>Foto </li></ul>
  10. 10. Linee <ul><li>Organizzare </li></ul><ul><li>Connettere </li></ul><ul><li>Separare </li></ul><ul><li>Creare movimento </li></ul><ul><li>Definire forme </li></ul><ul><li>Definire aree </li></ul>
  11. 11. Insiemi di linee Staticità Tradizione Stabilità Ordine Dinamicità Progressione Movimento Dimensione Caos Disordine Dinamicità Flusso ordinato
  12. 12. Uso pratico linee
  13. 13. Forme <ul><li>Geometriche </li></ul><ul><ul><li>Quadrati, rettangoli </li></ul></ul><ul><ul><li>Cerchi </li></ul></ul><ul><ul><li>Triangoli e poligoni </li></ul></ul><ul><li>Naturali </li></ul><ul><ul><li>Foglie </li></ul></ul><ul><ul><li>Gocce inchiostro…. </li></ul></ul><ul><li>Astratte </li></ul><ul><ul><li>Frecce </li></ul></ul><ul><ul><li>Simboli </li></ul></ul>
  14. 14. Forme Geometriche Onestà, Stabilità, equità, conforto e familiarità Quadrato Cerchio Infinito, Movimento, protezione sicurezza Triangolo Azione, dinamicità Progressione, Religiosità
  15. 15. Uso pratico forme geometriche
  16. 16. Altre forme grafiche <ul><li>Geometriche </li></ul><ul><li>Naturali </li></ul>
  17. 17. I simboli
  18. 18. Simboli
  19. 19. Semantica Riferimento PENSIERO BILANCIA LEGGE Referente OGGETTO Simbolo SEGNO
  20. 20. Universalità dei Simboli
  21. 21. Font
  22. 22. Carattere del carattere
  23. 23. Font e contesto
  24. 24. Colori
  25. 25. Variazioni cromatiche <ul><li>Tonalità </li></ul><ul><ul><li>Posizione sulla ruota dei colori standard </li></ul></ul><ul><li>Saturazione </li></ul><ul><ul><li>Purezza del colore, quantità di grigio in rapporto alla tonalità </li></ul></ul><ul><li>Luminosità </li></ul><ul><ul><li>La chiarezza relativa del colore </li></ul></ul>
  26. 26. Significato Colori <ul><li>Rosso Blu Giallo Arancione Verde Marrone Porpora Rosa Bianco Nero </li></ul>
  27. 27. <ul><li>Energia, Velocita‘ </li></ul><ul><li>Pericolo, forza </li></ul><ul><li>Eccitazione, sesso </li></ul>ROSSO
  28. 28. BLU Sicurezza Responsabilità Fiducia
  29. 29. GIALLO Stimolante Caldo Sentimenti Felicità
  30. 30. ARANCIONE Caldo Vibrante Stimola Acquisto
  31. 31. VERDE Fresco Natura Speranza
  32. 32. MARRONE Benessere Amicizia Senso di unione
  33. 33. PORPORA Spiritualità Dignità
  34. 34. ROSA Delicato Amore Dolcezza
  35. 35. BIANCO Purezza Pulizia Natura Luce BIANCO BIANCO
  36. 36. NERO Sofisticato Elegante Misterioso Morte e occulto
  37. 37. Colori e auto
  38. 38. Combinazioni armoniche <ul><li>Monocromatica </li></ul><ul><li>Analoga </li></ul><ul><li>Complementare </li></ul><ul><li>Triangolare </li></ul>
  39. 39. Combinazioni armoniche <ul><li>Monocromatica </li></ul><ul><ul><li>Pro: facile da controllare, equilibrato </li></ul></ul><ul><ul><li>Contro: non ha contrasto </li></ul></ul>
  40. 40. Combinazioni armoniche <ul><li>Analoga </li></ul><ul><ul><li>Pro: più ricche della monocromatica </li></ul></ul><ul><ul><li>Contro: mancano di contrasto </li></ul></ul>
  41. 41. Combinazioni armoniche <ul><li>Complementare </li></ul><ul><ul><li>Pro: disegnano l'attenzione massima </li></ul></ul><ul><ul><li>Contro: duro da equilibrare </li></ul></ul>
  42. 42. Combinazioni armoniche <ul><li>Triangolare </li></ul><ul><ul><li>Pro: alto contrasto e armonia. </li></ul></ul><ul><ul><li>Contro: non come complementare. </li></ul></ul>
  43. 43. Principi del Design <ul><li>Bilanciamento </li></ul><ul><li>Proporzione </li></ul><ul><li>Ritmo </li></ul><ul><li>Enfasi </li></ul>
  44. 44. Bilanciamento
  45. 45. Proporzione
  46. 46. Ritmo
  47. 47. Enfasi
  48. 48. AD Counter
  49. 49. Visibilità
  50. 50. Leggibilità del messaggio Il battito di ciglia è più che sufficiente se chi crea la grafica è cosciente che ha a disposizione solo un battito di ciglia
  51. 51. Il ruolo delle immagini <ul><li>Alle gente non interessa ricevere continuamente informazioni </li></ul><ul><li>Che almeno siano belle </li></ul><ul><li>Soprattutto immagini </li></ul><ul><li>Che si imprimano in memoria </li></ul>
  52. 52. Luoghi comuni
  53. 53. Memoria <ul><li>Esagerazione </li></ul><ul><li>Movimento </li></ul><ul><li>Associazione Inusuale </li></ul><ul><li>Coinvolgimento emotivo </li></ul>Gianno Golfera
  54. 54. Esagerazione
  55. 55. Movimento
  56. 56. Associazione Inusuale
  57. 57. Coinvolgimento Emotivo
  58. 58. E-M-A.I-C.E. lo dimenticheremo
  59. 59. Collocazione <ul><li>Grandezze </li></ul><ul><ul><li>Contesto </li></ul></ul><ul><ul><li>Orizzontale – Verticale </li></ul></ul><ul><li>Distanza </li></ul><ul><ul><li>Visibilità </li></ul></ul><ul><ul><li>Leggibilità </li></ul></ul><ul><li>Tempo di visibilità </li></ul>
  60. 60. Distanza e percezione
  61. 61. Distanza e percezione
  62. 62. Distanza e percezione
  63. 63. Visibilità caratteri OAAA outdoor advertising association of america inc. Distanza di visualizzazione Risoluzione di stampa da 10cm a 1m Alta da 1m a 2,5m Alta da 2,5m a 5m Standard da 5m a 10m Standard dal 10 a 15m Bassa oltre 15 m Bassa
  64. 64. Visibilità caratteri OAAA outdoor advertising association of america inc. Distanza di visualizzazione Aree di Applicazione da 10cm a 1m centri commerciali, punti vendita da 1m a 2,5m Vetrine, attraversamenti, insegne da 2,5m a 5m Manifesti, posters da 5m a 10m Cartelloni stadali dal 10 a 15m Cartelloni autostradali, stadio oltre 15 m Grattacieli, spectaculars
  65. 65. Visibilità caratteri OAAA outdoor advertising association of america inc. Distanza di visualizzazione da 10cm a 1m da 1m a 2,5m da 2,5m a 5m da 5m a 10m dal 10 a 15m oltre 15 m Minima leggibilità del testo 2-5 cm 5-10 cm 10-20 cm 25-50 cm 50-70 cm 70-100 cm
  66. 66. Visibilità grafica
  67. 67. Essere semplici <ul><li>L’ABC della semplicità </li></ul><ul><ul><li>A Accuratezza - idee importanti coincise </li></ul></ul><ul><ul><li>B Bellezza – messaggi dinamici e provocativi </li></ul></ul><ul><ul><li>C Chiarezza – limitare numero parole e immagini </li></ul></ul><ul><li>Le tre “B” </li></ul><ul><ul><li>B revità - Meno di 7 parole meno di 3 elementi </li></ul></ul><ul><ul><li>B rand - in basso a destra </li></ul></ul><ul><ul><li>B ordi - Estendere al di fuori della gabbia </li></ul></ul>
  68. 68. Oltre gli schemi
  69. 69. Oltre gli schemi
  70. 70. Oltre gli schemi
  71. 71. La realtà
  72. 72. Giochiamo insieme…. ACQUA PULIZIA VELOCITA’ IGIENE BRILLANTEZZA GOCCE SPAZZOLE AUTOMOBILE BAGNATO AUTOLAVAGGIO
  73. 73. Giochiamo insieme…. ACQUA PULIZIA VELOCITA’ IGIENE BRILLANTEZZA GOCCE SPAZZOLE AUTOMOBILE BAGNATO AUTOLAVAGGIO ROSSO
  74. 74. Giochiamo insieme…. ACQUA PULIZIA VELOCITA’ IGIENE BRILLANTEZZA GOCCE SPAZZOLE AUTOMOBILE BAGNATO AUTOLAVAGGIO ROSSO AZZURRO
  75. 75. Giochiamo insieme…. ACQUA PULIZIA VELOCITA’ IGIENE BRILLANTEZZA GOCCE SPAZZOLE AUTOMOBILE BAGNATO AUTOLAVAGGIO ROSSO AZZURRO DOCCIA
  76. 76. Giochiamo insieme…. ACQUA PULIZIA VELOCITA’ IGIENE BRILLANTEZZA GOCCE SPAZZOLE AUTOMOBILE BAGNATO AUTOLAVAGGIO ROSSO AZZURRO DOCCIA DONNA
  77. 77. Giochiamo insieme…. <ul><li>FOTO DIVERTENTE </li></ul><ul><li>AUTOMOBILE ROSSA </li></ul><ul><li>CON CURVE </li></ul><ul><li>BAGNATA E LUCIDA </li></ul><ul><li>SU FONDO AZZURRO </li></ul><ul><li>CON TESTO GIALLO </li></ul><ul><li>TESTO DIVERTENTE </li></ul><ul><li>LOGO IN BASSO A DX </li></ul><ul><li>… .OLTRE IL RETTANGOLO </li></ul>AUTOLAVAGGIO
  78. 78. La nuova realtà
  79. 79. Conclusione GRAZIE Esigenza Opportunità Vincere senza competere

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