Comunicação visual no processo de geração de ideias: uma proposta para a técnica de criatividade creation

Abstract

The great information flow, at present, has led to the need to insert visual communication within interpersonal relationships, whether in the daily life or in the work field. Studies have shown that visual elements add value to the communication process, through the following peculiarities: direct language, possibility of creativity development, intuitive perception, in addition to synthesizing the excess information. Given these favorable factors, the visual tools have a multidisciplinary feature and can be applied in different areas of knowledge, including creativity. To facilitate the growth of creative potential, creativity techniques are used. With this, the insertion of visual elements and tools can improve the effectiveness of a creative technique. Thus, the objective of this study is to propose a visual adaptation to CREATION creativity technique. For this, the research procedure included four steps: (I) Systematic bibliographic review of visual communication and visual tools; (II) Exploratory research on the creativity and design of information; (III) Case study in three companies, dismembered in six applications of two versions of the Creation technique: original and visual; (IV) Analysis of data and results 3. As a result of the research, we present the visual model for CREATION creativity technique, which proved to be more effective from the proper visual elements insertion (color, direction, shape, scale, contrast, dot, line and dimension) and visual resources (storyboard, images and post its). In this way, the CREATION technique showed improvements in the participants' attention, clarity of information presentation, interaction among participants, flow in the ideas generation and technical objectivity.