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2018-04-20

Att använda naturbilder för emotionella budskap

På söndag är det Earth day. Vi har alltid använt naturen i vårt historieberättande för emotionellt laddade metaforer. Vilket budskap du än vill förmedla, kan du visualisera det med en naturbild. Som specialist i bildsemiotik har jag i över 16 år hjälpt många av våra största varumärken och myndigheter att kommunicera tydligare med bilder. För Johnér Bildbyrås räkning har jag plockat fram några nycklar, för att visa vad du signalerar med ditt val av naturbilder. Har du bråttom? Då kan du kolla på den här filmen istället:

Trygghet och förankring
Den stillsamma naturen används ofta som en symbol för trygghet och ro. Där vet vi vad vi har att förvänta oss utan oväntade överraskningar. Autenticiteten i naturen signalerar jordnära värden och tillhörighet. Visualisera trygghet och förankring med en form av golv och tak – som välkomnande mossbäddar och lugnande trädkronor eller horisontella linjer som skapar stabilitet.

Undvik
Diagonaler och skarpa kontraster


Varför?  
De gör bilden dynamisk och spännande, vilket tar bort tryggheten och förankringen i bilden

Frihet och möjligheter
öppna landskap, vida vidder och klara himlar är effektiva symboler för att världen står inför dina fötter och är tillgänglig i alla riktningar. Du står fri att ta ditt steg framåt på den horisontella markytan – stabil och förutsägbar. Varje steg framåt är en del av en längre vandring och något grundläggande och autentiskt.
 

Undvik
Inramande former

Begränsande utrymmen


Varför?
De ger en omfamnande känsla som tar bort den möjliggörande friheten i bilden

Komplexitet och djup
Vill du visa på komplexitet och många dimensioner? Då är den allvarsamma barrskogen ett effektivt motiv. Är du ute efter ett mer optimistiskt budskap, kan den ofta mer ljuva och mjuka lövskogen istället vara ett alternativ – tack vare dess prasslande lövverk och flexibla stammar. Sensibelt och föränderligt jämfört med barrskogens raka motsvarigheter och hårdare texturer.


Undvik

Platta motiv

Minimalism


Varför?
De inger ett städat och behärskat uttryck som tar bort komplexiteten och djupet i bilden

Visioner och mod
Det finns en underliggande fara med höjder, och dramatiken gör bilden av människor-på-bergstoppar välanvänd i sammanhang som talar om visioner och nyfikenhet, men också om mod och beslutsamhet. Du står där på högsta höjden och blickar ut, en signal om att den mödosamma vägen dit är ett tecken på handlingskraft och målmedvetenhet.


Undvik

Vardagliga motiv

Mjuka miljöer


Varför?
De inger ett lågmält och vänligt uttryck som tar bort budskapet om utmaning och storslagna resultat.

Naturreferenser är användbara för att representera värden vi människor vurmar om, till exempel hållbarhet. Därför kan det vara ett smart strategiskt beslut att ta med naturen i er varumärkesprofilering. Men gör det i linje med er emotionella identitet.

Har du några frågor om hur bilder fungerar? Välkommen att höra av dig.

Karin Sandelin

Affärsområdesansvarig, Sensemiotics

0701-842381

Jag har gjort semiotiska analyser på Kantar Sifo i femton år, och håller regelbundet föreläsningar och workshops om visuell kommunikation i varumärkesbyggande frågor. Min plattform är multimediepedagogik, design management och konstvetenskap.

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