Design and communication 2.0: being there is no longer sufficient; you have to seek interaction with readers. This is the main change narrated by the protagonists of the conference held by the magazine Interni and Fantini Rubinetti on Wednesday 7 September at the Fantini Milan showroom at Via Solferino 18. Guided by Patrizia Scarzella, architect and journalist, the debate involved Gilda Bojardi, editor of Interni, Laura Traldi, journalist and blogger, and Giulio Iacchetti, industrial designer.
Gilda Bojardi talked about the evolution of design communication in the experience of the wide-ranging Interni “system,” which has passed in its history from the pioneering newsletters sent by fax to the new communication at the website internimagazine.it/com and on social networks (Facebook, Twitter, Instagram). “Adapting to the changes of communication is one of the fundamental factors for any vehicle of information,” she explained. “Today there are new languages to narrate design to an increasingly large and not only specialized audience. Interni does this through the “traditional” channels of communication in print, and the new channels of the web and social media. What is important is the quality of the information, which has to remain original in terms of its content.”
Journalist at D la Repubblica and inventor of the blog Design@Large, Laura Traldi narrated the genesis of her blog, created to talk about design not only from the viewpoint of products, but also in terms of projects. “I immediately tried to write about design with a journalist’s approach, focusing on design as culture, as analysis,” she said, “with a simple, clear language and original content. The results can be seen in the interaction with readers, who comment and participate in the discussions of different themes, because they feel involved and engaged. This is the important thing: to engage your followers. And this can only happen if in the midst of the plethora of information circulating on the web and the social networks, you provide an effort of journalism and accuracy in the information you transmit.”
Giulio Iacchetti likes to call himself an amateur of communication, using his Facebook page as a place in which to “throw a stone, triggering interests and passions, opportunities for discussion with the web community,” he said. “The expert designer takes the approach of listening and co-creation, conducting a major effort of empowerment for shared knowledge: this is what I try to do on Facebook.”
If it is possible to come up with a formula on the theme of design and communication 2.0, it is possible to state that the fixed points are quality, clarity, empathy. Respecting the golden rule that sees social media as tools to create interaction between people, establishing an affinity that brings together sender and receiver, journalist and reader, designer and design lovers.
Photo: Plume (Lorenzo Lucca / Elisa Piemontesi).