Image Management: The Contribution of Design

AbstractImage establishes how an entity is perceived and affects how audiences interact with it. Communication design assumes a particular responsibility in building this image as it intervenes in setting the interface between people and things, thus determining the way their relationship is established. This relationship, which has progressively changed in light of technological developments, is now subject to new dynamics, mostly of an economic nature, whose evolution and effects are difficult to anticipate. The challenges for project practice stem from the need to integrate current concerns – creating value, promoting inclusiveness, ensuring sustainability – in a digital world, subordinate to the global network and the attributes it supports – permanent interaction, disintermediation, remediation. An effective strategy for image building implies understanding the ongoing process of dematerialization and the situations that change accordingly; it also entails adapting to the dynamics of virtual media, t...