La vida de las tendencias visuales.Un caso de estudio sobre la Polinización abstract This article presents a tool for visual discourse analysis that allows stylistic research indicators to be systematised.The tool, called Matrix for Documentary Analysis, is based on the theoretical aspects of visual semiotics. It can be used to describe or forecast the scope of trends in graphic design and visual communication. This article also presents a test carried out on a trend in logotype design in Spain during the first decade of the 21st century known as Pollination. The results confirmed that Pollination affects more the redesigned signs than the new designs, allowing us to think in a restyling trend phenomenon attached to the use of internet.Keywords: visual communication; discourse analysis; graphic design; logotype resumen El presente artículo propone una herramienta de análisis del discurso visual que permite sistematizar indicadores estilísticos en las tendencias de diseño gráfico y comunicación visual. La herramienta, Matriz de Análisis Documental, se fundamenta en las bases teóricas de la semiótica visual. En este artículo se presenta también su rendimiento aplicado sobre el estudio de una tendencia en el diseño de logotipos, ocurrida en España en la primera década del siglo xxi, a la que hemos llamado Polinización. Los resultados confirman que afecta con más intensidad a los signos rediseñados que a los nuevos diseños, sugiriendo una tendencia asociada al uso de internet.Palabras clave: comunicación visual; análisis de contenido; diseño gráfico; logotipo # P13 Volumen 4. elena bartomeu magaña; Departament de Disseny i Imatge (Universitat de Barcelona), EINA (Universitat Autónoma de Barcelona) ebartomeu@eina.cat Presentació: 04-04-2016 · Acceptació: 30-05-2016 The life of trend visual discourses. A case study for Pollination
INTRODUCTIONTrends in visual communication come one after another. As one disappears new trends are already emerging but all of them leave their marks of style and genre when they disappear and these are used by designers as graphic resources (Calvera, 1996: 37). They are integrated into different messages and lead to a series of meaning that outlast the life of the trend. One can therefore deduce that no trend is completely ephemeral or innocent. Rather, trends give shape and meaning to the graphic resources used by designers in their daily work (Bartomeu, 2012: 77). This article proposes a tool for measuring trends and identifying them in the middle of the long mimetic chains that govern visual communication these days. To develop and adjust the measurement tool the phenomenon of a trend originated in the first decade of the 21th century was studied: we call it pollination. It has its roots in the last decade of the 20th, with the concepts of technokitsch (González Solas, 2002; Costa, 2004) and its counterpart in the USA, named techsavvy (Birdshall and Murphy, 2003). With the techsavvy and technokitsch phenomena, the logos and other secondary graphisms in the technology sector used codes...
