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TrendTech Iris

Uma nova linguagem visual

por flavioparticelli


E aí, gente!

Segunindo falando sobre SXSW, hoje temos um relato do Ben Essen (diretor de planejamento da iris), que outro dia nos deu suas expectativas sobre o SXSW14, agora falando sobre uma nova forma de comunicação visual, emojis e texting.

Confira o texto em inglês aqui e a tradução livre abaixo:


Uma estatística se destacou, recentemente, no relatório “2014 mobile youth report”: 95% de todas as mensagens de texto enviadas entre amigos adolescentes continham emoticons.

Este poderia ser um sinal fundamental do emburrecimento de uma geração – que os líderes mundiais de amanhã seriam forçados a se comunicar apenas através de LOLCats (imagens engraçadas de gatos) – ou poderia refletir uma verdade mais simples: que, como as conversas nas mídias sociais substituem muita conversa no “mundo real”, os emoticons substituem alguns dos sinais emocionais perdidos (como tom de voz, gestos) que os textos não podem expressar.

Emojis e mensagens de texto: a linguagem humana está extinta?“, uma discussão no SXSW com Sam Huston da JumpTank e o lingüista Ben Zimmer, nos provoca a pensar sobre as possibilidades que o “além do texto ‘, que a “visual web” está criando para nossas conversas digitais. Podemos resumir filmes em emojis . Podemos usar selfies (e #uglyselfies) para nos expressarmos – como emoticons fotográficos. Snapchats e Instagrams estão se combinando para criar uma nova linguagem universal das imagens .

Então, como marcas podem usar imagens para criar conexões emocionais mais fortes com o seu público? Primeiro de tudo, elas devem compreender melhor a forma como os seus consumidores estão usando imagens para falar sobre suas vidas. Isso começa com a o monitoramento de redes sociais enfatizando imagens tanto quanto textos.

Em segundo lugar, as marcas devem evoluir de suas diretrizes de comunicação estabelecidas para algo mais profundo: uma “Linguagem Visual da Marca” que traduza uma identidade de marca distinta em todo um sistema de detalhes lingüísticos visuais.

A visual web vai continuar a evoluir, e as marcas que vencerem serão aquelas que agem um pouco mais como adolescentes, e usam todos os ícones disponíveis para expressar como se sentem.


  1. […] em expressar emoções naturalmente espontâneas, uma discussão do SXSW desse ano e como emojis estão fazendo esse papel. O Samba já está disponível para […]

  2. […] claro que é tudo uma brincadeira, mas muito bem fundada. Já mostramos aqui como os emojis estão realmente se tornando parte de nossa comunicação, tema que foi discutido no […] purchase generic viagra viagra mexico dexedrine online pharmacy
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