- Webcreativity Creatività e Visual Marketing Post Web
Creativity is a real buzzword right now; like all the other parts of our lives, creativity too has been affected by the massive cultural change caused by the spread of the web medium. Paolo Schianchi is editor-in-chief of Floornature and professor of Visual communication & interaction design and Creativity and problem solving at the IUSVE university in Venice. He matter-of-factly explores the topic of Visual Literacy, which covers visual language, visual thought, visual education and visual exploration - to put it in a nutshell, the cornerstones for mentally taking in the world through images - and Webcreativity, the foundations for which are Visual Marketing and Interaction Design.
Schianchi explains this clearly, in laymen's terms, and his book even includes a series of tried and tested practical exercises from his university teaching, to educate the wider public about the post-web creative activity. In other words, what you get here are the guidelines to create a communication project, where every story becomes a post-web surface, “that area which no longer has a dimension but is simply a controlled extension”.
As Schianchi writes in his book: “what happens now is that when words find their way onto the web, they turn into images that we read, because they elicit visual figurations with deeper meanings”. So anyone who wants to communicate on the web must be familiar with the new building blocks they need to work with, the ones linked to the new post-web creativity. This is the only way we'll be able to send truly effective figurative messages and hit the mark. Something very important when you think that we live in the eternal present of the web and in constant contact with the whole world, namely the space where a single misguided post can set off a real "shitstorm". By no coincidence, the author reminds us that: “in order to engender that present which strikes people instantly, which speaks their same visual language, a successful web communication creative must be fully aware of what period of time the people they want to communicate with are engaged in.”
The issue of post-web creativity has a global impact, because “there is (...) a strong connection between knowing and reconciling information, since this medium plays an active part in organising itself, as a result impacting on the enlightenment of an era”. Anyway, we don't want to spoil all the surprises that Paolo Schianchi has reserved for us in his book, a creative dialogue ranging from the non-linear narrations to the Rococo, all introduced by a question that I'm posing directly to our readers: “Do you know what an empty room looks like? Describe it”.
Well, do you know?
Webcreativity Creatività e Visual Marketing Post Web by Paolo Schianchi
with preface by Mariagrazia Villa and afterword by Christiane Bürklein
published by Dario Flaccovio Editore, www.darioflaccovio.it
Images: Christiane Bürklein, Paolo Schianchi, Graphic design: Marco Goran Romano,