{"id":7781,"date":"2013-02-19T08:00:01","date_gmt":"2013-02-19T08:00:01","guid":{"rendered":"https:\/\/visionary.wordpress.com\/?p=7781"},"modified":"2022-04-26T08:40:16","modified_gmt":"2022-04-26T06:40:16","slug":"infographies-degre-zero-du-savoir-1","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/02\/19\/infographies-degre-zero-du-savoir-1\/","title":{"rendered":"Les infographies sont-elles le degr\u00e9 z\u00e9ro du savoir ?"},"content":{"rendered":"

Nous aimons les infographies et les images, mais qui aime bien ch\u00e2tie bien, et voici un petit coup de gueule contre les infographies. <\/em>Gr\u00e2ce \u00e0 mon application Firefox pr\u00e9f\u00e9r\u00e9e (<\/em>StumbleUpon<\/em><\/strong><\/a>) qui me permet de trouver de nouveaux contenus et de nouveaux sujets, <\/em>j\u2019ai d\u00e9couvert cette tr\u00e8s int\u00e9ressante infographie sur la v\u00e9ritable nature des marques en fonction de leur couleur<\/em><\/a>. Je ne suis pas certain que ces graphiques, Fort beaux au demeurant, \u00ab vous disent tout sur la nature de votre business \u00bb comme l\u2019indique le sous-titre, mais j\u2019ai par contre la conviction que je commence \u00e0 mieux comprendre la fa\u00e7on dont nous lisons, comprenons et sommes influenc\u00e9s par les images.<\/em><\/p>\n

Les infographies sont-elles le degr\u00e9 z\u00e9ro du savoir ?<\/h2>\n
\"Les
Les infographies sont-elles le degr\u00e9 z\u00e9ro du savoir ?<\/figcaption><\/figure>\n

Il y a longtemps (2003), je publiai un article sur Visionarymarketing.com<\/a>, mon site Web, par Giancarlo Livraghi<\/a>, un publicitaire italien et l\u2019auteur d\u2019un livre transalpin intitul\u00e9 \u00ab la culture de l\u2019Internet<\/a> \u00bb (au sens voltairien du terme).<\/p>\n

Giancarlo, dans cet article, d\u00e9crivait ce qu\u2019il appelait la maladie de\u00a0 PowerPoint<\/em>, un concept qu\u2019il avait trouv\u00e9 en voyant Colin Powell utiliser les images pour convaincre les Nations Unies que la guerre contre l\u2019Irak \u00e9tait justifi\u00e9e<\/a>.<\/p>\n

Son argument \u00e9tait que la plupart des images utilis\u00e9es par Powell \u00e9taient fabriqu\u00e9es mais n\u2019avaient subi aucun questionnement car il est difficile de ne pas croire aux images. Cette th\u00e9orie fut ensuite accr\u00e9dit\u00e9e dans un film hollywoodien bas\u00e9 sur une histoire vraie (Green Zone<\/a> \u2013 2010). Je republierai l\u2019article de Giancaro Livraghi tr\u00e8s prochainement.<\/p>\n

Imago ergo sum \u2026<\/strong><\/p>\n

Les infographies, notamment les infographies comme celle-ci qui sont particuli\u00e8rement belles et mises en page avec beaucoup de go\u00fbt, sautent directement \u00e0 la conclusion et sont faciles \u00e0 comprendre. Elles sont \u00e9motionnelles et esth\u00e9tiques. Elles font appel \u00e0 nos sentiments. De plus, car elles sont si simples et didactiques, elles sont prises pour argent comptant, tant et si bien que personne n\u2019ose dire qu\u2019elles pourraient peut-\u00eatre \u00eatre fausses. Tout ce dont vous avez besoin est de cliquer sur votre souris et hop ! L\u2019image est multipli\u00e9e et partag\u00e9e dans le monde entier. Il ne s\u2019agit plus de cogito mais de imago ergo sum<\/a><\/strong><\/em>.<\/p>\n

Simplistes et exag\u00e9r\u00e9es<\/strong><\/p>\n

Et pourtant, les infographies sont aussi simplistes et exag\u00e9r\u00e9es. Elles vous font gagner du temps mais en m\u00eame temps, les images tendent \u00e0 vous \u00e0 priver les lecteurs de leur \u0153il critique (entendons-nous bien, le probl\u00e8me vient bien du lecteur et non de l’objet de la lecture). La plupart du temps elles sont non repr\u00e9sentatives et font \u00e9tat de r\u00e9sultats \u00e9tonnants. On y trouve souvent des mentions \u00e0 \u00ab une \u00e9tude des meilleurs [remplacez par ce que vous voulez]<\/em> du Monde \u00bb (les marques dans ce cas particulier) mais qui a s\u00e9lectionn\u00e9 l\u2019\u00e9chantillon ? Quelles sont ces marques ? Qui a commissionn\u00e9 l\u2019\u00e9tude ? O\u00f9 sont les r\u00e9sultats de cette \u00e9tude ? Quelle en est la m\u00e9thodologie ?\u2026 de telles questions sont et resteront probablement sans r\u00e9ponse.<\/p>\n

Un regard attentif port\u00e9 aux d\u00e9tails ci-dessous \u00e9clairera encore plus votre lanterne. Je me suis juste focalis\u00e9 sur la couleur orange pour une raison \u00e9vidente. Comme cette couleur est utilis\u00e9e par l\u2019entreprise pour laquelle je travaille, j\u2019ai eu le plaisir de m\u2019apercevoir qu\u2019elle \u00e9tait populaire pour la high-tech, si l\u2019on en croit cette infographie, et que le code couleur en est coh\u00e9rent avec les valeurs de la marque que nous aimons. J\u2019ai lu \u00e9galement que cette couleur est cens\u00e9e \u00eatre non populaire pour les services bancaires alors qu\u2019ING l\u2019a utilis\u00e9e avec beaucoup de succ\u00e8s non seulement aux Pays-Bas<\/span> mais dans le Monde entier et notamment aux \u00c9tats-Unis o\u00f9 son nom est tr\u00e8s associ\u00e9 \u00e0 cette couleur.<\/p>\n

Comme un horoscope<\/strong><\/p>\n

Pas besoin d\u2019aller plus loin. Regarder une belle image comme celle-ci me fait penser \u00e0 la lecture d\u2019un horoscope : c\u2019est sympa, c\u2019est amusant, cela vous interpelle l\u00e9g\u00e8rement, mais cela n\u2019est pas du savoir. Celui-ci requiert de sourcer ses informations. Il requiert de la contradiction. Le savoir peut utiliser les images ; mais il peut certainement se passer de certaines infographies.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Nous aimons les infographies et les images, mais qui aime bien ch\u00e2tie bien, et voici un petit coup de gueule contre les infographies. Gr\u00e2ce \u00e0 mon application Firefox pr\u00e9f\u00e9r\u00e9e (StumbleUpon) qui me permet de trouver de nouveaux contenus et de nouveaux sujets, j\u2019ai d\u00e9couvert cette tr\u00e8s int\u00e9ressante infographie sur la v\u00e9ritable nature des marques en …<\/p>\n","protected":false},"author":2,"featured_media":61364,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2852],"tags":[],"class_list":["post-7781","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"yoast_head":"\nLes infographies sont-elles le degr\u00e9 z\u00e9ro du savoir ?<\/title>\n<meta name=\"description\" content=\"Nous aimons les infographies et les images, mais qui aime bien ch\u00e2tie bien, et voici un petit coup de gueule contre les infographies.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/7781","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=7781"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/7781\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/61364"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=7781"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=7781"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=7781"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}