The importance of monitoring the visual culture of the receiver to design the information in the advertisement

Document Type : Original Article

Authors

1 Teacher assistant at the higher institute of applied arts

2 Advertising Department,Faculty of Applied Arts , Helwan University

3 Professor of Design and former Head of Advertising Department - Faculty of Applied Arts - Helwan University

Abstract

The design of information has an important and effective role in simplifying information and data, as it is easy to read information by representing a large amount of information and data visually, where symbols and signs are used to recommend information easily and in an attractive way that facilitates the recipient's understanding and awareness.
Where the information and data inside the advertisement are designed according to the visual culture of the intended recipients in order to achieve the highest rate of interaction of the recipient with the advertisement.
As the use of symbols, shapes, pictures and graphics is an important means of transmitting information and data in a simple and easy way that makes it easier for the recipient to understand and understand complex information, as there are many reasons for the spread of infographics, which is one of the most important types of information design, including: attracting attention and ease Retrieval, understanding, perception, and the ability to spread.
An infographic is a form of information design that has several types and forms for its use, and it also includes many elements that are not easily accessible to the visual representation that can communicate information in a way that is easily perceived correctly.

It is important that this information is presented in a fun and visually arranged way to direct the audience to what the advertisement aims, and that this information is appropriate to the recipient's culture visually, and that by defining the message to be conveyed and the action that aims infographic to urge the receiving audience to do with it .
As studying the culture of the target audience is an important step for the success of advertising design in achieving its marketing goals, the relationship between the culture of the audience and design work is a relationship that cannot be ignored, as each society is concerned with different habits, trends and interests that must be taken into account when defining and designing advertising ideas.

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References

قائمة المراجع :
الکتب :
 .1علي عجوة : العلاقات العامة و الصورة الذهنية – عالم الکتب – القاهرة – ٢٠٠٣ – ص ٤٢ . 
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2- Julie Steele, Noah Iliinsky  :Designing Data Visualizations , O'Reilly Media , Inc , September 2011.
3- Rune Pettersson : Information Design it Depends , principles and Guidelines - international institute for information design ,  IIID public libarary , Austria , Tullinage 2012 , pg . 28
4- Nicholas Mirzoeff : The Visual Culture Reader , London , Routledge Published , 1998 , pg, 13.
الرسائل:
 .1إيناس محمود الصفطي : تطوير العلاقات التفاعلية بين  المتلقي و الفکرة الإعلانية من خلال التقنيات الحديثة في تصميم الإعلان الإلکتروني – جامعه حلوان – کليه فنون تطبيقيه – رساله دکتوراه – ٢٠١٧.
Mahmoud , Enas Elsafty .”Tatwer elelqat eltfa’olya ben el motlaqe w alfekra alaelania mn khelal alteqnyat al hadesa fe tasmem al e’lan al electroni , gamaat helwan , kolia fnon tatbeqya, resalt doctora, 2017 .
 .2مروه عادل عطيه محمد سعده : احتماليات التفکير بين الفوتوغرافيا المفاهيمية و استراتيجيات الاتصال البصري الإعلاني – جامعه حلوان – کليه فنون تطبيقيه – رساله دکتوراه – ٢٠١٦ – ص ١٦٠ .
Adel,Marwa Atia,Mohamed , ahtmalyat al tfker ben l fotoghrafya al mfahemya w astratejyat al etsal albasari alaelani , gamaet helwan , kolia fnon tatbeqya, resalt doctora, 2016 .
3- Rebecca Wolfe : DATA VISUALISATION , A practical guide to producing effective visualisations for research communication - London School of Hygiene & Tropical Medicine - 2014 , pg .  4
4- Robyn Roper : An investigation of the impact of visual culture on visual arts practice and visual arts education , Edith Cowan University , 2005 , pg , 3 – بتصرف.
 
الأبحاث :
 .1 مي فتحي حسن رشاد أبو بکر : فاعلية تنوع الانشطة ببرامج الکمبيوتر التعليمية –مجلة دراسات في التعليم الجامعي- العدد السادس و الثلاثون – ٢٠١٧ – ص ٣٤٨.
Fathy,Mai Hassan Rashad, fa’lya tanawoa alansheta bbrameg al computer al ta’lemya , mgalet derasat fe al taalem algameae , al adad sades wl thlathon .
 .2الجندي ، ريهام محمد فهيم ، توظيف فن الإنفوجرافٌک المتحرک في الإعلان على مواقع التواصل الاجتماعي ، جامعة بنها ، کلية فنون تطبيقية ،مجلة العمارة و الفنون ،العدد الرابع وعشر .
El gendi , Riham Mohamed Fahem , tawzef fan el infographic al motaharik fe al aalan ala mwaqea al twasol al egtmaee , gameat banha , kolia fnon tatbeqya , magala omara w fnon , al add al rabea ashar .
 
مواقع إلکترونيه :
1- https://jossbailey.files.wordpress.com/2013/01/defining-visual-culture.pdf-19 December 2019 .
2- http://hebaelshafei.blogspot.com/2009/12/blog-post_18.html- December 2019 .

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