C’est connu : les visuels prennent souvent le dessus par rapport au texte lorsqu’il s’agit d’attirer l’attention rapidement et efficacement. Il faut toutefois savoir que certaines images sont plus attrayantes que d’autres.
Cette semaine, Bang explore ce sujet pour vous. Quels éléments sont les plus attirants pour l’œil humain et comment pouvez-vous en tirer avantage? Voici quelques pistes.
LE GUIDE DE L’ŒIL : LA GÉOMÉTRIE
Retenez que les lignes diagonales et les courbes guident le regard dans l’image, tandis que les lignes horizontales ou verticales définissent plutôt un cadre ou une séparation. L’effet est d’autant plus intéressant lorsque vous travaillez avec des lignes parallèles, puisque ce traitement de l’image fait voyager votre œil tout au long des traits.
Vous développez un outil de communication? Utilisez ces informations pour diriger l’œil de votre public vers les éléments les plus importants.
Saviez-vous que certaines formes peuvent être symboliques? Voici ce que peut révéler la géométrie.
Carré : Il représente la logique, l’ordre et la sécurité. Cette forme peut aussi être associé à un périmètre.
Triangle : Cette figure transmet l’énergie, la balance, la science et la religion. Elle est aussi symbole de pouvoir, de masculinité, d’agression et de force.
Cercle : Il est chaleureux, féminin, sensuel, confortable, et représente l’amour. Cette représentativité peut se décupler en mouvement, plénitude, connectivité, protection et famille.
LE CENTRE DE L’ATTENTION : LES COULEURS CHAUDES
Nos yeux se dirigent naturellement vers les couleurs chaudes ou les zones lumineuses d’une image. La plus provocante d’entre elles, le rouge, est déjà catégorisée comme une couleur évoquant la passion, la rage ou l’alerte.
C’est donc sans surprise que cette couleur est utilisée sur les panneaux d’arrêts et aux feux de circulation. Pour ne pas trop alerter votre public, à moins que ce ne soit le but, penser à éclaircir ou noircir vos teintes de rouge, l’effet s’amenuisera.
Notez que les couleurs saturées – couramment appelées couleurs vives – aident à mettre un sujet en valeur lorsque placées sur un arrière-plan moins saturé – autrement nommé couleurs pastel.
Sur quel élément de l’image voulez-vous que votre public concentre son attention? Teintez ces zones importantes de couleurs vives, de couleurs chaudes ou de zones lumineuses.
Assurez-vous d’utiliser les lignes courbes et diagonales, ainsi que les couleurs chaudes et les zones lumineuses pour mettre en valeur vos call to action. Maintenant, à vous de jouer pour créer le meilleur visuel qui soit!
Besoin de professionnels de l’image? Notre équipe saura vous guider.
Ce texte a originalement été publié dans l’infolettre de l’agence de communication Bang Marketing.
Stéphanie Kennan est présidente de Bang Marketing, une agence de branding et de marketing Web située à Montréal. Elle travaille auprès des PME québécoises depuis 1998 et se spécialise en marketing B2B. Vous pouvez la joindre via LinkedIn.
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