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Partager notre vision du monde : responsabilité et éthique en design graphique

Profitant d’une diffusion parfois impressionnante, les visuels publicitaires et promotionnels sont omniprésents dans notre environnement. Ils marqueront parfois notre imaginaire pendant des années.

Dans le cadre d’une campagne promotionnelle ou publicitaire, les graphistes et directeurs artistiques participent activement à la matérialisation des concepts et messages via les outils visuels et les environnements graphiques qu’ils créent.

Ainsi, en réponse à une stratégie de communication et à des objectifs bien précis, le visuel est le véhicule qui sert à illustrer le concept et à communiquer clairement avec le public cible. Il est de ce fait primordial d’utiliser le bon langage en tenant compte des retombées du visuel développé.

En effet, les visuels sont au service du message et sont soumis à des impératifs tant d’efficacité que d’esthétique. Le design graphique a la responsabilité de retenir l’attention et de séduire suffisamment pour permettre au message d’être livré efficacement.

La solution graphique choisie est toujours le résultat d’une réflexion conceptuelle dans le cadre d’un exercice de résolution de problème. Cet exercice sera rendu possible avec le talent et la rigueur des designers dans une optique tant efficace que créative. Cette créativité est quant à elle rendue possible lorsque le résultat de la recherche est nouveau et approprié. De ce fait, l’esthétique à elle seule, ne peut justifier le choix d’un visuel. 

Au même titre que la littérature, la musique ou tout autre art, l’emballage (packaging) par exemple pourrait très bien se vanter d’ingéniosité, de poésie, de beauté, d’intelligence. Toutefois, il ne suffit pas de créer des visuels qui vantent et vendent les vertus d’un produit, mais bien de créer au meilleur de son talent avec un désir renouvelé d’améliorer la qualité de vie et de solliciter l’intelligence.

Dans la mesure du possible pourrions-nous espérer pratiquer ce merveilleux métier d’art appliqué avec le plus grand souci du message, de l’éthique et de la portée qu’il aura sur nous tous?

Comme designers, considérons-nous privilégiés d’avoir une influence considérable sur nos pairs et une tribune pour dire et partager notre vision du monde. Avec tout privilège vient une responsabilité qu’il nous faut défendre pour le bien de notre environnement commun.

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