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Proyectar la imaginación. La influencia de las imágenes en red en la fase de prediseño en comunicación gráfica. <=
/o:p>
Projecting the imagination. The
influence of network images in the pre-design phase in graphic communication.
=
Resumen: Los proyectos de comunicación gráfica se inician con una fase estratégica cuyo objetivo es conceptualizar un universo sensorial que irá asociada
al producto o marca para la cual se desarrolla el proyecto. El objetivo es conectar emocionalmente la marca o producto con el usuario. En este proceso se recurre al potencial de “performatividad” de las imágenes, para definir y comunicar cualidades emocionales comp=
lejas, difíciles de expresar a través del lenguaje verbal.
Mayoritariamente, las
imágenes se buscan en internet y son clasificadas mediante patrones iconográficos e iconológicos hegemón=
icos.
Este artículo propone ac=
tivar
una mirada crítica sobre el proceso de co-creación híbrido que se genera entre humano y máquina en la
búsqueda de imágenes en red. Analizar
la agencia de lo no-humano en este procedimient=
o permitirá establecer si los procesos creativos y metodológicos usados contri=
buyen
a establecer y perpetuar una hegemonía visual imperante, o si ayudan a abrir fisur=
as en
su estructura.
Palabras cla=
ves : Comunicación visual; Iconología; Inteligencia artificial; =
Moodboard ; proceso
de diseño.
Abstract: Graphic communication projec=
ts begin with a strategic phase whose objective is to conceptualize a sensory universe
that will be associated
with the product or brand for which the project is developed. The objective is to emotionally connect the brand or product with the user. In this process, the "performativity" potential of images is used to defin=
e and communicate complex emotional qualit=
ies that are difficult to express through
verbal language. Mostly, images are searched on the Internet and classified through hege=
monic iconographic and iconologic=
al patterns. This article pro=
poses
to activate a critical look at the hybrid co-creation process that is generated between human and machine in the search for images on the net. Analyzing the agency of the non-human in this procedure will allow us to establish if the cr=
eative
and methodological processes used contribute to establish and perpetuate a prevailing
visual hegemony, or if they help to open fissures
in its structure.
Keywords: Visual<=
/span> communi=
cation; Iconolo=
gy; Artificial intelligence; Moodboard ; Design process.
Esta obra está bajo una licencia internacional Creative Commons
Atribución-NoComercial 4.0.
Sumario: Introducción. 2. Desarrollo. 2.1. Im&aacu=
te;genes en red. 2.2. Moodboard . 3. Conclusiones.
Como citar: Garuz Ansaldo, N. (2024). Proyectar =
la
imaginación. La influencia de las imágenes en red en la fase de prediseño en comunicación gráfica. Ñawi .=
Arte, Diseño, Comunicación, <=
/span> Vol. 8, Núm. 2, 179-191. https://nawi.espol.edu.ec/
www.doi.org/10.37785/nw.v8n2.a10
1.
Introducción El proceso
de creación de un proyecto
de comunicación<=
span
style=3D'letter-spacing:-.5pt'> gráfica se inicia con una fase que es determinante para su posterior desarrollo visual
y verbal. Esta fase ini=
cial
se define comúnmente como fase de prediseño, porque en ella no se producen las piezas grá=
ficas
que formarán parte del proyecto, aunque el método usado para
desarrollarla se inscribe dentr=
o de
las prácticas comunes del diseño gráfico. Tiene un mar=
cado
carácter estratégico, cuyo objetivo es conceptualiza=
r, definir
y comunicar unos valores emocionales que escenifican<=
span
style=3D'letter-spacing:-.3pt'> un universo sensible.
Este universo sensible
a su vez performa =
la “sensación” que irá asociada
al producto, servicio
o empresa para la cual se desarrolla el proyecto.
El objetivo de determinar qué sensación se desea que se experimente, al estar en contacto con el producto o servicio, es posicionarlo emocionalmente en la mente del público al que va dirigido. La experiencia sensorial propuesta tiene el objetivo de conectar
emocionalmente con los usuarios.
Como
diseñadores gráficos, y de una manera más amplia, como
comunicadores, en esta fase se dispone de un
espacio en el que crear relatos
emocionales que serán expuestos
y compartidos en el mercado. La
sensación escogida y las piezas gráficas que la represente, aportarán una capa más de significado visual y conceptual a un sector concreto. Aunque será por un tiempo lim=
itado –el tiempo que determine el m=
ercado –, cada una de estas aportaciones efímeras construyen nuestra cultura visual, y nos fue=
rzan
a crear unas elecciones comerciales con las que a su vez nos reconocemos<=
span
style=3D'letter-spacing:-.1pt'> a nivel identitario y emocional. El hecho de sentirse identificado con una sensación concreta y no con
otra, define el concepto moderno de usuario. El caso extremo sería e=
l de
aquellas personas o colectivos que construyen y comparten su sistema identitario a partir de su afinidad
con marcas o productos concretos. El universo emocional de la marca pasa a ser el
universo emocional del colectivo. Marie-José Mo=
ndzain
(Fiserova & Mon=
dzain 2008, =
9) lo
explica certeramente:
Existe una verdadera
patología de la imagen, lo que significa
que aquellos =
que sólo
tienen una imagen
de sí mismos a través de los
objetos se ven
reducidos al estado
de objeto y son
persuadidos de que
es la apropiación
de objetos <=
span
lang=3DES style=3D'font-size:7.5pt;mso-bidi-font-size:11.0pt;line-height:13=
0%;
color:#111111;letter-spacing:-.35pt'> y el consumo de objetos lo que les permitirá construir una imagen de sí
mismos.
Má=
s allá de la influencia o la resistencia que el usuario
oponga a las sensaciones que las marcas le sugieran
que sienta y con las que se reconozca, el hecho es que estos valores universales son lanzados al mercado, y comparten la realidad
por un tiempo más o menos limitado.
Las posibilidades creativas que ot=
orga
esta fase estratégica del proceso de diseño tienen que asenta=
rse
en un espacio delimitado por las
necesidades u objetivos que imponen distintos actores como son el cliente, =
el
mercado, el usuario y las
estéticas hegemónicas. En este tejido de presiones externas, =
es
necesario analizar los procesos metodológicos
usados para abrir caminos que, aunque tengan que operar dentro de unos
códigos estéticos y conceptuales reconocibles, propongan salidas o =
al menos desvíos, a =
la estandarización
visual, conceptual
y sensorial.
2.
Desarrollo El valor emocional a pa=
rtir del
cual se desarrolla el universo sensible que posicionará emocionalmen=
te
al producto, es definido por el c=
liente,
el equipo de diseño, o es consensuado entre ambos. En cualquiera de =
los
casos, es crucial para el desarrollo del proyecto que este valor sea compartido y entendido por ambas partes. Para lograrlo, la comunicación debe ser efectiva, aunque es en este punto donde surgen problemas. ¿Cómo definir –para, posteriormente, ser capaces
de
comunicar a otras personas– sensaciones y valores emocionales? Para lograr este objetivo, se recurre al potencial de “performatividad” que ejercen las imágenes para definir y comunicar cualidades emocionales co=
mplejas, difíciles de expresar a través del lenguaje verbal (Chang et alt ., 2014).
Pongamos el caso de que ambas partes consensuan que el proyecto
debe transmitir la sensación de “libertad”. El universo sensible
y estético que el diseñador identifica com=
o “libertad” y el universo
sensible y estético con el que el cliente
identifica este mismo concepto no tienen por qué coincidir. Es más, las distintas personas
que forman parte del
equipo de diseño no tienen tampoco por qué sentirse identific=
ados
con unos mismos referentes conceptuales y
estéticos. Por este motivo, en esta fase de prediseño, el uso=
del
lenguaje únicamente verbal es poco efectivo en comparación con el potencial que ofrecen las imágenes. Esto es debido a que la palabra
proyecta un concepto,
pero no define los distintos matices y peculiaridades que ayudan a que lo entendamos de una manera
única y específica. Por el contrario, la imagen no únicamente define
el universo conceptual, sino que tiene
la capacidad de mostrar los matices
que hacen que lo distingamos de todos sus posibles significados.
Se podría sugerir desarro=
llar la sensación a partir de un texto elaborado más que usar una sola palabra.
El objetivo de este texto sería especificar qué conn=
otaciones, qué sensaciones, qu=
é formas,
qué paletas de colores, en resumen, qué imágenes nos sugie=
re el
concepto que estamos definiendo. Por este motivo, para definir y comunicar
valores emocionales y universos sensibles, se usan
imágenes: imágenes entendidas no únicamente como
descripciones de la realidad, s=
ino
como vehículos que resc=
atan
relatos emocionales basados en experiencias pasadas, o que activan nuestra imaginación y proyect=
an
escenarios no vividos, pero no por eso menos válidos.
No obstante, el uso de imágenes por
sí solas no garantiza una comprensión directa, efectiva y sin
fisuras del universo sensible
que queremos comunicar, pero sí=
permite
activar la imaginación metafórica. Según George
Lakoff y Mark Johnson (2=
017,
261), “la imaginación metafórica es una habilidad cruci=
al
para crear relaciones y comunicar la
naturaleza de las experiencias que no son comunes”. La
interpretación de una imagen nos permite realizar asociaciones qu=
e despliegan argumentos y relatos
difíciles de llegar a ellos y de desarrollarlos sin este soporte
visual. Las imágenes abren diálogos qu=
e nos
permiten definir sensaciones con un nivel de concreción extraordinar=
io.
Andrea Soto
Calderón (2020, 75) , al ocupars=
e de
las genealogías de las imágenes y la exploración de la
semántica social, se&nti=
lde;alaba que “las imágenes oscilan
entre un doble poder: poder de condensar una historia, pero también el poder de detonar
otra historia; doble potencia de cifrar e interrumpir” <=
/p>
La actitud que se adopta a la hora de interpretar imágenes,
especialmente en las sesiones de prediseño cuyo objetivo es establecer y consensuar un universo sensible concreto, es la responsable de potenciar la capacidad performativa de éstas. =
Los participantes no las visualizan manteniéndose =
en un plano contemplativo en el que apreciar los elementos representados, sino que adoptan una actitud activa de búsqueda y reconocimiento de conceptos, relatos y emociones que las imágenes les sugieran.<=
span
style=3D'letter-spacing:-.35pt'> No es sólo “qué veo”, sino “qué imagino” a partir de ellas. Estos
imaginarios se ponen continuamente en relación con el objetivo
de la sesión, que es encontrar un universo sensorial con el que asociar a la marca,
producto o servicio. Este poder performativo nos permite consensuar <=
span
style=3D'letter-spacing:-.3pt'> valores
sensoriales con una gran riqueza tanto
conceptual como visual.
Los participantes inician la sesión con ideas aún poco elaboradas<=
span
style=3D'letter-spacing:-.2pt'> del universo sensorial
a definir. Estas ideas aún difusas, cuando se ponen en relación con los argument=
os
que evocan las imágenes, empiezan a ganar estructura y profundidad.
Son las metáforas, los relatos, las experiencias y la imaginaci&oacu=
te;n
metafórica que activan las imágenes, lo que hace que se genere, entre las distintas personas que
forman parte del proyecto, un diálogo que suscita una negociación y posteriormente =
una
comprensión efectiva de la sensación que deseamos comunicar. =
Las
imágenes ayudan a
conceptualizar, desarrollar, concretar y comunicar argumentos que construye=
n el
universo sensorial a representa=
r a
partir del posterior desarrollo gráfico de las piezas que
formarán parte del proyecto.
Las imágenes condensan una dicotomía: por una parte, su significado está suje=
to a la subjetividad de la persona
que las interpreta; pero=
, por otro lado, las latencias
históricas que llevan inscritas hacen que tendamos
a descifrarlas de una misma manera. Tener presente esta doble dimensi&oa=
cute;n
es clave a la hora de establecer métodos, procesos y estrategias que permitan, a las dist=
intas
personas que forman parte del proyecto gráfico, llegar a un consenso=
. El trasfondo
cultural y generacional, y las propias
vivencias, condicionan<=
span
style=3D'letter-spacing:-.35pt'> la interpretación que se hace de las imágenes.
Como ejemplo
de lo mencionado, paso=
a detallar una escena sobre mi propia práctica: se realizó una reunión con los
directores generales y la dire=
ctora
de comunicación de una editorial para redefinir la personalidad de la
marca. Para ello, se analiz&oac=
ute;
esta imagen, entre muchas otras (Figura 1). Mientras una persona del equipo=
la
interpretaba como
“individualidad”, su compañero la asociaba con
“socialización”.
=
Figura 1 . Imagen=
utilizada en la reunión para definir la personalidad de la marca
(rawpixel.com).
=
Fuente: www.freepik.e=
s
Esta imagen
generó una discusión sobre el tipo de momento en el que los
libros de esta editorial debían=
“consumirse”. Difícilmente hubiera
florecido este debate entre los participantes sin la sugerencia de esta imagen,
ya que no era un concepto
que se desease tratar en la reunión, ni, a priori, se tenía conocimiento de estas desavenencias internas.
El diálogo que se generó ayudó a=
establecer qué car=
ácter –social o individual&#=
8211; debía transmitir la<=
span
style=3D'letter-spacing:-.45pt'> colección, lo que marcó el desarrollo de la identidad tanto visu=
al
como verbal del proyecto (Figura 2).
Figura 2. de la sesión realizada para establecer la personalidad<=
span
style=3D'letter-spacing:-.4pt'> de la marca (13-5-2022).
2.1.
=
Imágenes en red
Debemos te=
ner en
cuenta que la lectura que realizamos de las imágenes no está
basada únicamente en int=
erpretaciones personales, sino tambi&eac=
ute;n por las latencias históricas que llevan
inscritas. Algunas de estas latencias tienen su origen en la creación, a principios del
Barroco, de un lenguaje visual universal mediante la creación de emblemas
y alegorías que sintetizaban visualmente el lenguaje y el pensamiento. La iconología creada por “filólogos visuales” como Cesare Ripa, a principios de la era moderna, tuvo como objetivo
establecer un sistema
de reducción semántica de conceptos complejos para hacerlos comprensibles por el pueblo. Cesare Ripa creó un
“cód=
igo simbólico” (Ripa,
2016 [1593], 21) a través de un sistema de patrones, para que los
saberes fueran fáciles de recordar e identificar, y sus
reminiscencias están aún presentes en las imágenes que=
nos
rodean (Figura 3).
Figura
3. A la izquierda, moneda en la que aparece
Libertas, diosa romana de la libertad =
(Fuente: Club Numismático Internacional, https://creativecommons.org/licenses/by-sa/4.0) .
En el centro, Alegoría de la Libertad (Cesare Ripa, 1593; Fuente: Iconología II).
Y a la derecha, imagen
de la Estatua
de la
Libertad (AussieActive , 2017; Fuente: unsplash.com) .
Las imágenes creadas por Ripa se
convirtieron en lenguaje general, porque sintetizaban visualmente conceptos <=
/span>mediante
unos patrones iconográficos. De manera parecida, los patrones
iconográficos actuales los encontramos
categorizados en los repositorios de imágenes. Los ejemplos que se muestran
a continuación (Figuras
4, 5 y 6) son los primeros
resultados que aparecen
al realizar, en los repositorios mencionados, l=
a búsqueda de la palabra
“libertad”:
Los reposi=
torios
de imágenes clasifican su contenido mediante patrones
iconográficos e iconológicos hegemónicos. La iconología trata de cómo las formas cambian
de significado y los significados de forma, por lo que las temporalidades nunca son unitarias
sino cambiantes y múltiples (Panofsky, 1992 [1939]; Didi-Huberman , 2009). Los repositorios nos muestran instantáneas s=
obre
cómo los significados van sujetos a unas formas concretas. Los valores verbales
con los que se asocian las imágenes responden a interpretaciones,
comúnmente compartidas, lo que
permite identificarlas y “encontrarlas” entre sus amplias
bases de imágenes. Cuanto más amplio es el repositorio, más necesario es indexar
y clasificar su contenido mediante
patrones iconoló=
gicos e iconográficos. Esto permite dar visualización y facilitar la localización. Aunque Internet es un espacio
que permite una gran visibilidad, el sistema de clasificación
es crucial para impedir que opere en sentido contrario, invisibilizando
imágenes.
Internet es, actualmente, la fuente inagotable de imág=
enes a la cual se recurre
tanto por su abundancia como por los mecanismos de búsqueda que propone. Las imágenes usadas en las sesiones para establecer universos sensoriales son, en su gran mayoría, imágenes en red. Al buscarlas en los repositorios, y más ampliamente en el entorno
digital, nuestras
búsquedas verbales se
transforman en imágenes. Sobre la supremacía de la palabra en=
las
tecnologías de bú=
squeda, transferencia y procesamiento=
de las imágenes almacenadas, Jor=
ge Luis Marzo (2011, 236) sostenía que
la traducción de palabras clave en el
contenido de las imágenes y la
titulación de los autores y
las obras es, en el fondo, un a=
cto de
iconoclastia, un ataque reduccionista a la información y a la riqueza de una imagen para
favorecer la claridad de la sem=
ántica verbal. Una memoria visual libre de metadatos puede
conducirnos a archivos visuales
más intuitivos.
Existen
esfuerz=
os para crear clasificaciones de imágenes que no estén únicamente sujetas al lenguaje verbal, como es el<=
span
style=3D'letter-spacing:-.45pt'> caso de Iconoclass, en el ámbito =
de los repertorios fotográficos de la Historia
del Arte. Iconoclass es un “sistema exhaustivo de clasificación del contenido de las imágenes”. La indexación se realiza mediante un sistema de etiquetado alfanumérico. Según su promotor, Henri van de Waal (1973), profesor
de Historia del Arte de la Universidad de Leiden, esta estructura –originalmente denominada Decimal Index of the Low Countries – permite un sistema
de clasificación<=
span
style=3D'letter-spacing:2.0pt'> iconográfica independiente de=
l lenguaje
cuyo objetivo es facilitar la localización de imágenes según su temát=
ica. Este sistema
se creó en un inicio para clasificar imágenes históric=
as y
artísticas y actualmente su lógica métrica se h=
a extendido a toda la
producción cultural humana.
El =
objetivo, tanto
de las clasificaciones de imágenes mediante palab=
ras clave
o mediante sistemas
alfanuméricos, es
potenciar la localización de éstas. Este sistema de
localización está basado en lo que las imágenes muestr=
an (iconografía) o representan
(iconología) consensuado comúnmente. Las interpretaciones lib=
res
no tienen razón de ser, =
ni
cabida, en estos sistemas de clasificación e indexación. Con el desarr=
ollo de
sistemas de IA que permiten crear imágenes a partir de descripcio=
nes verbales
–como Dall -e, Midjou=
rney
o Stable Diffusion ,=
entre
otros– no existe <=
span
style=3D'letter-spacing:-.1pt'>únicamente la posibilidad de encontrar imágenes en el entorno digital, sino también existe la capacidad de generarlas. “La generación de
imágenes mediante IA se basa en el ensamblaje y análisis de
millones y millones de imágenes=
etiquetadas; es decir, imágenes que vienen con algún tipo de descripción de su contenido
ya adjunta” (Bridle ,=
2023).
Las latencias principales de las
imágenes, a menudo en forma de estereotipos, continúan presen=
tes
en la “materia =
prima” usada para generar nuevas imágenes. Por tanto, los resultados están basados en sistemas
de categorización=
estereotipados y en este sentido, las
imágenes generadas no aportan una alternativa singular a las
clasificaciones iconográ=
ficas
que las definen.
Otro aspecto
a tener en cuenta en relación al uso de la IA en el proceso de diseño tratado,
es el propio objetiv=
o de estos sistemas: generar una imagen
lo más fiel posible a la demanda
concreta del usuario.
Los modelos generativos son más fieles en sus resultados cuanto mejor mimetiz=
an
el estilo que el usuario les solicita. No generan estilos nuevos, sino que producen imá=
genes
a partir de los ejemplos preexistentes de los cuales se han nutrido. Es lo =
que Lev Manovich denomina “manierismo computacional” =
(Manovich & Arielli =
, 2021,
7). El usuario tiene<=
span
style=3D'letter-spacing:-.05pt'> en mente una imagen
preexistente –con un género y un estilo definidos– y el
modelo generativo debe recrearla y materializarla de la manera
más fiel posible.
Cuanto mayor sea el grado
de semejanza entre
la imagen preexistente y el resultado visual ofrecido, mayor será el logro, tanto del usuario como de la computadora. Se podría argumentar que no siempre se tiene una imagen clara
en mente al usar estos
sistemas de generación de imagen, aunque
debe admitirse que la sorpresa iconográfica queda
reducida en el momento que es el propio usuario quien especifica los prompts que la
genera.
En el proceso de diseño que ocupa este artículo, el objetivo es el opuesto
al descrito en el modelo de los sistemas de generación de imágenes mediante
IA: no se desea recrear
una imagen que el diseñador tiene en mente, sino que mediante la heterogeneidad visual
y los procesos de serendipia que se generan
en el propio proceso de búsqueda, se activa
la imaginación metafórica que lleva a estructurar un universo
sensible complejo. Este proceso de activación de la imaginación mediante la búsqueda de
imágenes –en repositorios y en el entorno internet en
general–, es un proceso
iterativo y no lineal. Los resultados que ofrece la máquina permiten=
que
aparezcan nuevas relaciones e i=
deas en la mente
que las percibe
y estas generan
nuevas búsquedas=
(da Cunha Bang , 2016).
Por tanto, se trata de un proceso de co-c=
reación
híbrido entre humano y máquina, en la que la toma de decision=
es
es compartida (Rosado Rodrigo &=
amp;
Reverter Comes, 2020).
Los proces=
os de
búsqueda de imágenes deben analizarse no sólo para no
automatizar los métodos de diseño usados –abandonando una mirada crítica sobre el proceso–, sino también para salvaguardar los procesos de activación de la imaginación. Bernad Stiegler propone l=
a desautomatización como vía para no perder esta mirada crítica. Este<=
span
style=3D'letter-spacing:2.0pt'> autor advertía que, con la
adquisición de un saber, se interiorizan simultáneamente una
serie de automatismos. Aqu&iacu=
te;
radica la importancia de la desautomatización;
y es por eso que “hoy debemos aprender a desauto=
matizar , pero eso no quiere decir rechazar a =
los
autómatas, quiere decir utilizarlos de otro modo” (Stiegler , 2016). En esta
circunstancia, podr&iacu=
te;amos sugerir
que en ningún c=
aso se trata de rechazar las imágenes en red, sino de encontrar
otro modo de relacionarnos con los procesos
de búsqueda tanto
inscritos en los repositorios de imágenes, como inscritos en nuestros procesos metodoló=
gicos.
Los reposi=
torios
en red clasifican sus imágenes basándose en patrones
iconográficos hegemónicos. Estas
categorizaciones permite=
n localizarlas de una manera efectiva, pero a su vez, fuerzan
una apertura conceptual muy reducida que no propicia
a abrir vías imaginativas d=
iversas. A modo de ejemplo, se muestran a continuación (Figuras
7, 8 y 9) tres secuencias de imágenes, con el propósito de representar=
el concepto “libertad”:
Figura 7. En la izquierda, Jason =
Hogan, 2018 (Fuente: unsplash.com ); en el centro,
Engin Akyurt , 2=
020 (Fuente: unsplash.com ); y en =
la
derecha, Aida L., 2020 ( Fuente: uns=
plash.com ).
Figura 8. En
la izquierda, Natalia Y., 2017 (Fuente: unsplash.com);
en el centro, Jan Kopřiva , 2021 (Fuente: unsplash.com ); y en la derecha, Davisuko , 2017 (Fuente: unsplash.com ).
Figura 9. En la izquierda, Eberhard Grossgasteiger , 2019 ( Fuente: unsplash.com ); en el centro,
Han Chenxu , 2018 (Fuente:
unsplash.com ); y en la derecha, Pawel Czerwinski , 2021 (Fuente: unsplash.com ).<=
/o:p>
La serie de imágenes de la Figura =
7 son
representaciones estereotipadas del concepto. Son construcciones semióticas cuya lectura e
interpretación de su significado es socialmente compartida. Este no =
es
el caso de las imágenes
utilizadas en las Figuras 8 y 9. Una lectura individual de cada una de ellas
lleva a interpretaciones más heterogéneas
en las que el concepto “libertad” no tiene por qué ser el
predominante. A su vez, estas imágenes, al ponerlas a dialogar con=
el
concepto “libertad”, despliegan relatos alternativos parecidos a
afluentes de un significado principal
(libertad) que lo enriquece, nutre y diversifica. La serie de imágen=
es
de la Figura 8 abre la posibilidad a <=
/span>conceptos
como “creatividad, diferenciación, particularidad”. Nos
habla de una libertad basada en la potencia y la energía q=
ue opera en la creatividad y la diferenciación. La serie de imágenes de la Figura 9 remite a una libertad más tranquila y pausada,
menos estridente pero más aliviadora. Estos dos casos,
a diferencia de las imágenes de la Figura
7, buscan una “situación” =
o, en
palabras de Soto Calderón (2020 =
),
“dejar de universalizar lo particular, y pensar a partir de lo particular”. El objetivo
no es comunicar el concepto
“libertad” e=
n su sentido más universal y homogéneo,
sino m&a=
acute;s
bien lo contrario, definir relatos individuales que lo amplíen y emplacen. Justamente porque =
estas
imágenes
no despliegan su potencial
representativo sino performativo, las interpretaciones que se hagan de ella=
s no
serán unificadas y esta diversidad despliega un espa=
cio
para el diálogo y la
negociación entre los participantes.
2.2. =
Moodboard
Las imágenes no desarrollan=
su potencial performativo únicamente de forma
individual, sino que éste se agudiza al ponerlas en relación con o=
tras.
Por este motivo, en este proceso de diseño se usa el moodboard imágenes que se utiliza en diferentes fases del proceso creativo, cada uno con finalidades distintas. Puede usarse como herramienta para proporcionar
inspiración, comunicar ideas para nuevos productos o recoger cualida=
des
estéticas (Eckert & Stacey, 2003; Gonçalv=
es , Cardoso, & <=
span
class=3DSpellE>Badke <=
/span>-Schaub, 2014). Para desarrollar el argumento que nos ocupa, =
nos interesa especialment=
e el moodboard usado para la=
transmisión de los valores
centrales y la experiencia emocional
de una marca (Endrissat , Islam, &
Noppeney , 2016). El objetivo es que las imágenes representadas comuniquen un<=
span
style=3D'letter-spacing:2.0pt'> relato sensible con el que relacionar la marca, el producto o el servicio.
Es decir, en estas líneas se hace referencia al significado
más literal de sus términos en inglés: mood (sensación, estado de ánimo) y board (tablero).
El moodboard usado para lograr esta finalidad opera como un dispositivo que produce conocimiento y nos permite comunicarlo a otras personas. Cada una de las
imágenes a nivel individual, pero también en su relació=
;n
con otras, potencia conexiones que desencadena=
n relatos.
Y estos relatos
son los que ayudan a comunicar y consensuar valores
emocionales entre las distintas personas
que forman parte
del proyecto gráfico. En el moodboard =
las imágenes no están dispuestas en una secuencia con=
creta,
siguiendo un orden lineal que obligue a hacer una lectura unidireccional. Se propone una lectura abierta y desjerarquizada , en la que cada persona
que lo interpreta puede encontrar un punto de anclaje propio desde el que inici=
ar su
interpretación. Así, se potencian las interrelaciones entre l=
as
imágenes individuales, y es el ojo que las interpreta el que
establece vínculos entre
ellas. Por este motivo, además de activar la imaginación, genera un espacio en el que pensar,
dialogar, negociar, comunicar y consensuar el significado y el universo emocional de la sensaci&oac=
ute;n
que se desea representar.
Debido a la
potencialidad de las metáforas para construir y comunicar conceptos,=
las
imágenes usadas en los <=
span
class=3DSpellE>moodboards para crear relatos sensoriales no=
son
literales, sino evocadoras, para provocar un mayor grado de respuestas
emocionales. No se escogen imágenes basadas en el poder de
representación de unos objetos directamente relacionados con la sensación elegida, sino imágenes metafóricas que ayudan a desarrollar relatos emociona=
les que puedan
especificar y ampliar el universo visual del concepto a comunicar.
La
construcción de estos relatos sensibles es relevante en dos sentidos:
primero, tal y como se había señalado previamente, porque ayuda a crear ciertos vínculos con
los usuarios que van más allá del producto o servicio. En segundo lugar, y más all&aacu=
te; de
este aspecto de finalidad comercial, porque los proyectos gráficos
ayudan a crear modelos visuales
y emocionales que serán
expuestos y compartidos socialmente. Por tanto,
amplían las posibilidades conceptuales
y estilísticas del universo visual asociado a un valor emocional
concreto.
Recuperand=
o el
ejemplo anterior sobre la sensación de “libertad”,
habrá un campo común estereotipado y simbólicamente
compartido por la mayoría que nos situará fácilmente e=
n un
entendimiento, pero se debe cuestionar
si es el adecuado por ser el más común. Los diseñ=
adores tienen
la capacidad de construir relatos
visuales que abran
nuevos posibles, enriquezcan =
el
universo visual de la sensación elegida y, a su vez, potencien la
singularidad del producto, marca o servicio
para el cual diseñ=
;an. Estos relatos visuales
más ricos, o simplemente más alejados de los estereotipos, cumplen
con su finalidad come=
rcial; pero,
a su vez, abren caminos
que pueden enriquecer el universo conceptual y estilístico asoc=
iado a
una sensación. Por el contrario, al unificar relatos sensoriales y
estilísticos, se potenci=
an
visiones hegemónicas y se empobrece la diversidad conceptual y visua=
l.
3.
Conclusiones A partir d=
e lo
expuesto en las páginas precedentes, sobre el proceso de búsq=
ueda
de imágenes en red con el objetivo
de escenificar un universo sensible que irá asociado a una marca o
producto, es pertinente plantear si las herramientas usadas en este proceso tienen la capacidad de reemplazar o, por el contrario, de potenciar las funciones cognitivas humanas, en este caso la
capacidad creativa e imaginativa.
Existe una
tensión entre la capacidad que tienen las imágenes de abrir
posibles y activar la imaginación para
crear relatos –condicionadas por las interpretaciones
personales–, y la lectura
unidireccional que hacemos de ellas herencia
de las latencias históricas y que igualmente afloran en los
nuevos sistemas generativos de imagen. Como diseñadores y comunicadores, =
el
objetivo es construir relatos sensoriales que se diferencien de las
hegemonías conceptuales y
estéticas imperantes para darles una personalidad que los diferencie=
de
sus competidores. El potencial =
de
comunicación de las imágenes pasa por entenderlas de una mane=
ra
parecida, esto es incuestionable; pero
los repositorios de imágenes basados en patrones iconográficos
hegemónicos realizan unas categorizaciones que imponen una brecha conceptual e imaginativa estrecha. Por
este motivo, para elaborar relatos emocionales
singulares, resulta importante no única=
mente la actitud activa
de los participantes e=
n el proceso, sino también el tipo de imágenes utilizadas en estas sesiones. Las imá=
genes deben
abrir posibles, no deben conducir
a elaborar códigos estéticos y conceptuales estandarizados.
Si =
definimos el proceso de búsqueda de imágenes en red como un proceso
de co-creación híbrido entre humano y máquina, es conveniente ana=
lizar
cómo interactúan las dos agencias –la del humano y la d=
e la
máquina– para esta=
blecer qué peso tiene la performatividad tecnológica en el proceso
creativo. De la misma manera que esta co-creación puede activar la imaginació=
n, los
resultados estereotipados basados en clasificaciones iconológicas hegemónicas pueden contrib=
uir a establecer una hegemonía visual
imperante, perpetuando<=
span
style=3D'letter-spacing:-.25pt'> una suerte
de “miseria simbólica” (Stiegler , 2014, 10).
Una posible y futura vía, que debe analizarse y contemplarse, se centraría en cómo activar una mirada crítica sobre los métodos y procesos de diseño que se llevan a cabo en los procesos de búsqueda de imágenes en red. Establecer una revisión profunda del etiquetado y del “ruido” de las imágenes, para desarroll=
ar datasets para ser utilizados en los procesos=
de
ideación iconográfica, en el sentido abierto y plural que se sugiere en este
artículo.
Abrir este debate a la comunidad profesional y académica permitiría crear un flujo de conocimiento que alimentaría ambas =
partes: propiciaría la adquisici&o=
acute;n de una actitud
consciente tanto de las herramientas usadas en las prácticas como en las construcciones sensibles=
que
generan; y, a su vez, permitiría adquirir una =
mirada
analítica sobre cómo éstas
impactan en la diversidad estética y conceptual.
Referencias =
bibliográficas
=
Chang, H. M., Díaz, M., Català , =
A., Chen, W., &
Rauterberg ,
M. (2014). M=
ood Boards
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span
style=3D'letter-spacing:-.05pt'> for Investigating Emotional Experience. Design, User Experience, and Usability=
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Bridle, J. (16 de marzo ,
2023). The stupidity of AI. The Gua=
rdian .
Rescatado de: ht tps://www.theguardian.com/technology/2023/ <=
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igence-dall-e-chatgpt
da Cunha Bang, M. (2016). Mapping images.
When words don't work. Tesis de
Maestría. Re=
al Instituto
de Arte <=
/span>de Estocolmo, Suecia.
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Didi-Huberman , G. (2009). La imagen superviviente. Historia
del arte y tiempo de los fantasmas
según Aby Warburg =
. Madrid: Abada Editores . <=
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Eckert, C., & Stacey,
M. (2003). Sources
of Inspiration in Industrial Practice. The Case of Knitwear Design.
Journal of Design Research , 3 (1), 1-29. https://doi.org/10.1504/JDR.2003.009826 <=
o:p>
Endrissat , N., Islam, G., & Noppeney =
, C. (2016).
Visual organizing. Balancing
coordination and creative
freedom via mood boards.
Journal of Business Res=
earch , 69 (7), 2353-2362. htt=
ps://doi.org/10.1016/j.jbusres.2015.10.004
Ewens=
tein , B., & Whyte, J. (2009). Knowledge practices in des=
ign:
the role of visual representations as
epistemic objects. Organization =
Studies , 30 (1), 7-30. https://doi.org/10.1177/0170840608083014
Fiserova , M.,<=
span
style=3D'letter-spacing:1.2pt'> & Mondzain , M. J. (2008). Image, sujet , pouvoir . =
Entretien avec Marie-José Mondzain =
. Sens public . https://doi. org/10.7202/1064391ar
Gonc&=
#807;alves , M., Cardoso, C., &
Badke-Schaub, P. (2014). What inspires
designers? Preferences on inspirational approaches during idea generation. Design Studies , 35 (1), 29-53.
https://doi.org/10.1016/j.destud.2013.09.001
Lakoff, G., & Johnson, M.<=
/span> (20=
17). Metáforas de la vida cotidiana .
Madrid: C&=
aacute;tedra.
Manovich , L., & Arielli ,=
E. (2021). Artificial Aesthetics. A critical =
guide to AI, media and design . Publicación libre. Rescatado de: http:// manovich.net/content/04-projects/167-artificial-aesthetics-book/artific=
ial_aesthetics.chapter_1.pdf
Marzo, J. L. (2011). Las vid=
entes.
Imágenes en la era de la predicción. Barcelona: Arcadia.<=
/span> Panofs=
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(1992). Estudios sobre iconolog&iac=
ute;a .
Madrid: Alianza.
Ripa, <=
/span>C.
(2016). Iconología. <=
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:-.1pt'>I .
Madrid: Ak=
al.
Rosado Rodrigo, P., & Reverter Comes, F.
(2020). Vist=
as
panorámicas sobre el patrimonio visual colectivo a través de redes neuronales<=
/span> convolucionales Las exposiciones Revolutionary
Arkive y Mnemosyne =
2.0 de
Pilar Rosado. =
Artnodes https://doi. <=
span
class=3DSpellE>org /10.7238/a.v0i26.3354
Soto Calderón, A. (2020). La performatividad de las imágenes . Madrid: Metales Pesa=
dos. Stiegler , <=
span
style=3D'letter-spacing:.25pt'> B. =
(2014). Symbolic Misery. Volume 1. The Hyperindustrial Epoch =
. Cambridge: Polity Press.
Stiegler, B. (9 de diciembre , 2016). Entrevista a Bernard Stiegler =
: Quebrar
reglas de la máquina. Clarín . Rescatado
de: ht tps://www . clarin.com/rn/ideas/Quebrar-reglas-maquina_0_BJfDhXcwXx.html
Waal, H. v. d. (1973). Iconclass . An Iconographic Cla=
ssification Sys=
tem. Ámsterdam : North-Holland Pub=
lishing Com=
pany
=
Reseña curricular
Núria Garuz An=
saldo es Licenciada en Publicidad (Universidad Autónoma =
de Barcelona) y Diplomada en Diseño Gráfico (BAU, Centro Universitario de Artes y Diseño de Barcelona). También realizó u=
n Master Universitario en Diseño (Elisava =
, Escuela
Universitaria de Diseño e Ingenier&iacut=
e;a de Barcelona), y en estos momentos es doctoranda en el Programa
de Doctorado de Diseño y Comunicación de BAU (Universitat =
de Vic).
Está especializada en brandi=
ng .
Como docente, imparte clases relacionadas con la comunicación
publicitaria y con la
comunicación de producto.
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![](3D"ART10_nawi_vol8_num2_archivos/image001.gif")
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=
Graphic communication projec=
ts begin with a strategic phase whose objective is to conceptualize a sensory universe
that will be associated
with the product or brand for which the project is developed. The objective is to emotionally connect the brand or product with the user. In this process, the "performativity" potential of images is used to defin=
e and communicate complex emotional qualit=
ies that are difficult to express through
verbal language. Mostly, images are searched on the Internet and classified through hege=
monic iconographic and iconologic=
al patterns. This article pro=
poses
to activate a critical look at the hybrid co-creation process that is generated between human and machine in the search for images on the net. Analyzing the agency of the non-human in this procedure will allow us to establish if the cr=
eative
and methodological processes used contribute to establish and perpetuate a prevailing
visual hegemony, or if they help to open fissures
in its structure.![](3D"ART10_nawi_vol8_num2_archivos/image005.jpg")
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