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This article was published on December 13, 2014 at 17:50.
Say it with a sticker. Not paper, but on the web: the “digital stickers” that crowd and chat applications have grown to a round of billions of exchanges per day. New form of language? For sure, a frontier that fascinates: hence “Sticker design @ IED”, the partnership just signed by the Japanese giant’s instant messaging Line and the European Institute of Design in Milan. The project is divided into two of a workshop for students and alumni, and a lecture on new opportunities to chat designers, has selected four new series of stickers to be distributed in the circuit Line. The overall winner, Diego Paparelle, is under contract and is planning a new set ready to launch internationally.
Line, Japanese giant 520 million registered users and 10 billion messages per day, has long been understood the potential of “emoticons” that integrate – and sometimes replace bloc – textual communication on its app messages and free calls. Among the events that preceded the agreement with the IED is the Line Market Creators, an incubator that allows users around the world to upload and sell at a rate of about 50% for the stickers processed Line. From April to now the platform has received the participation of 270 thousand creators and made available 30 thousand new sets, for a turnover of 24 million Euros and almost 40milioni digital stickers sold. A mine for Line and creative ferment on the web: only 10 sets of sticker most popular travel on an average turnover of 250 thousand euro, the equivalent of nearly 37 million yen. As evidence that the icons, as well as change the language, are generating business and new forms of employment in digital co mmunication. “Every day is distributed on channels Line 1.8 billion sticker. And the stickers represent 20% of sales, “says Francesca Calcaterra, Head of Pr Europe Line Plus Corporation.
The features of the sticker Bestsellers? On paper, it’s easy to draw one, since the exploit of emoticons bouncing from device to device. In fact much less. The timing of completion are fast, if one considers that a series of 16 stickers can be done in a week and marketed within seven days. It is the concept that must be studied carefully, because “every sticker is the country” and you read through the eyes of its customers: a sticker that depopulated in Japan may mean little in Germany, a brand that is recognized in Italy may not leave the sign already in France. The result, according to Ca lcaterra, is a feeling “glocal” which should lend itself to both the country of origin and the international flow of a platform (Line) spread over 200 nations. The agreement with the IED march in this direction: “It’s a global communication, but at the same time there are gestures that are strongly linked to a certain area. What we wanted to do is a partnership with IED IED is why our range of users and is still a guarantee of quality. ” A curiosity: in Italy, the stickers of the most successful are those sentimental. “The communication becomes more and more iconic, and each culture chooses” his “trademarks. In Italy we see a particular popularity of those of love and couples. “
The” quality assurance “request from Line is the formation of the designers, the first speakers at the IED and in the design of the new September But there is a background better suited than others? According to Calcaterra, any curriculum can enrich the design. The condition is “only” the ability to compress into a logo from a few pixels a message that is clear to all: “The areas of training are different: product designers, interior designers, cartoonists … We must always consider that achieve one sticker is not trivial as it sounds – emphasizes Calcaterra – First of all, it requires a great capacity for synthesis: the image must be very detailed, should be “understandable” in the nature of the use. ” The second requirement is the most difficult: to make universal content, with a meaning that is wriggling from any context and appears free of since the first view. “We need a job because of contextuali zation must be all immediately. In short, a very strong personality. “
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