Proyectar la imaginación. La influencia de las imágenes en red en la fase de prediseño en comunicación gráfica

Núria Garuz Ansaldo

doi:10.37785/nw.v8n2.a10

Vol. 8 No. 2 (2024): JULY[DOI:10.37785/nw.v8n2]

Projecting the imagination. The influence of network images in the pre-design phase in graphic communication

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Published: 2024-07-15

DOI: https://doi.org/10.37785/nw.v8n2.a10

Keywords:

Visual communication, Iconology, Artificial intelligence, Moodboard, Design process

Núria Garuz Ansaldo

BAU, Centre Universitari d'Arts i Disseny de Barcelona , BAU, Centre Universitari d'Arts i Disseny de Barcelona

https://orcid.org/0009-0004-1091-5287

Abstract

Graphic communication projects 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 define and communicate complex emotional qualities that are difficult to express through verbal language. Mostly, images are searched on the Internet and classified through hegemonic iconographic and iconological patterns. This article proposes 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 creative and methodological processes used contribute to establish and perpetuate a prevailing visual hegemony, or if they help to open fissures in its structure.

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How to Cite

Garuz Ansaldo, N. (2024). Projecting the imagination. The influence of network images in the pre-design phase in graphic communication. Nawi, 8(2), 179-191. https://doi.org/10.37785/nw.v8n2.a10

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Issue

Vol. 8 No. 2 (2024): JULY[DOI:10.37785/nw.v8n2]

Section

ARTICLES

Author Biography

Núria Garuz Ansaldo, BAU, Centre Universitari d'Arts i Disseny de Barcelona, BAU, Centre Universitari d'Arts i Disseny de Barcelona

Degree in Advertising (UAB), Diploma in Graphic Design (BAU), University Master in Design (Elisava) and PhD Candidate in the PhD Program in Design and Communication at BAU (UVic). I'm an Art director specialized in branding at Duró Sudio. As a teacher, I teach classes related to advertising communication (BAU) and product communication (SHIFTA). Previously I have taught strategy and branding (Elisava: Undergraduate Degree in Design and Innovation and Master in design and communication).