{"id":83,"date":"2025-02-17T10:00:28","date_gmt":"2025-02-17T09:00:28","guid":{"rendered":"http:\/\/51.68.119.59\/EmmanuelleValtat\/Culturama\/?p=83"},"modified":"2025-02-17T16:40:08","modified_gmt":"2025-02-17T15:40:08","slug":"design-adobe-devoile-ses-predictions-creatives-pour-2025","status":"publish","type":"post","link":"http:\/\/51.68.119.59\/EmmanuelleValtat\/Culturama\/index.php\/2025\/02\/17\/design-adobe-devoile-ses-predictions-creatives-pour-2025\/","title":{"rendered":"Design\u00a0: Adobe d\u00e9voile ses pr\u00e9dictions cr\u00e9atives pour 2025"},"content":{"rendered":"\n

Hyperr\u00e9alisme, r\u00e9trofuturisme ou world building : dans un rapport, Adobe pr\u00e9sente les tendances cr\u00e9atives du design en 2025.<\/em><\/h3>\n\n\n\n

Comme chaque ann\u00e9e depuis 2018, l\u2019\u00e9diteur de logiciels a d\u00e9voil\u00e9, ce mardi 3 d\u00e9cembre 2024, Adobe Creative Trends<\/a>, un rapport pr\u00e9sentant les grandes tendances cr\u00e9atives du design pour l\u2019ann\u00e9e \u00e0 venir. R\u00e9alis\u00e9 par cinq experts de l\u2019entreprise, en partenariat avec l\u2019agence de publicit\u00e9 Havas Play, ce document vise \u00e0 \u00ab explorer le paysage cr\u00e9atif pour identifier ce qui s\u2019impose comme une tendance durable, par opposition \u00e0 une simple mode passag\u00e8re \u00bb<\/em>, pr\u00e9cise Claude Alexandre, vice-pr\u00e9sident d\u2019Adobe en charge des m\u00e9dias digitaux et des produits B2B. Entre d\u00e9sir d\u2019\u00e9vasion, r\u00e9alit\u00e9 et surr\u00e9alisme, voici quatre tendances qui pourront, en 2025, inspirer les graphistes, designers et professionnels du marketing.<\/p>\n\n\n\n

1. Rencontre avec le fantastique<\/h2>\n\n\n\n

Cette tendance visuelle, qui fusionne culture et technologie pour d\u00e9peindre\u00a0\u00ab\u00a0un avenir o\u00f9 l\u2019imagination ne conna\u00eetrait aucune limite\u00a0\u00bb<\/em>, pr\u00e9cise Adobe, est \u00e9troitement li\u00e9e \u00e0 l\u2019\u00e9mergence de l\u2019IA g\u00e9n\u00e9rative<\/a>, un domaine o\u00f9 l\u2019\u00e9diteur s\u2019est solidement positionn\u00e9 gr\u00e2ce \u00e0 son mod\u00e8le\u00a0Firefly<\/a>.<\/p>\n\n\n\n

Gr\u00e2ce aux outils de g\u00e9n\u00e9ration, qui facilitent la visualisation d\u2019id\u00e9es et offrent une\u00a0\u00ab\u00a0libert\u00e9 d\u2019exp\u00e9rimenter\u00a0\u00bb<\/em>, les professionnels du design peuvent ainsi\u00a0\u00ab\u00a0conceptualiser n\u2019importe quel sc\u00e9nario, aussi fantastique et surr\u00e9aliste soit-il\u00a0\u00bb<\/em>, pr\u00e9cise Adobe<\/a>. Dit autrement, la technologie permet aux artistes de\u00a0\u00ab\u00a0rendre possible l\u2019extraordinaire\u00a0\u00bb<\/em>, et d\u2019ainsi cr\u00e9er des\u00a0\u00ab\u00a0visuels po\u00e9tiques et irr\u00e9els qui r\u00e9pondent \u00e0 un d\u00e9sir d\u2019\u00e9vasion\u00a0\u00bb<\/em>. Ce m\u00e9lange d\u2019hyperr\u00e9alisme et d\u2019\u00e9vasion se retrouve dans toutes les formes d\u2019art, dont la publicit\u00e9 traditionnelle.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

2. Rire et l\u00e9g\u00e8ret\u00e9<\/h2>\n\n\n\n

\u00ab Faire rire est souvent la mani\u00e8re la plus simple de cr\u00e9er une connexion \u00bb<\/em>, rappelle Adobe. Un constat qui explique pourquoi l\u2019humour reste un levier favoris\u00e9 par les annonceurs pour capter l\u2019attention de leur coeur de cible, mais aussi pour \u00e9largir leur audience. \u00ab 90 % des consommateurs sont plus susceptibles de retenir les publicit\u00e9s dr\u00f4les que celles d\u00e9pourvues d\u2019humour \u00bb<\/em>, rappelle l\u2019\u00e9diteur.<\/p>\n\n\n\n

Dans son rapport, Adobe observe que les professionnels du design ont ainsi tendance, ces derniers mois, \u00e0 s\u2019emparer et d\u00e9tourner des m\u00e8mes, ou \u00e0 concevoir des campagnes \u00e0 la fois humoristiques et percutantes, pour adopter un ton \u00ab plus humain et d\u00e9contract\u00e9 \u00bb <\/em>tout en stimulant l\u2019engagement et l\u2019interaction avec les consommateurs. L\u2019\u00e9diteur salue notamment une campagne r\u00e9alis\u00e9e par McDonald\u2019s, qui a transform\u00e9 le design de ses bo\u00eetes Happy Meal pour sensibiliser \u00e0 la th\u00e9matique de la sant\u00e9 mentale, ou la strat\u00e9gie adopt\u00e9e par Duolingo sur TikTok.<\/p>\n\n\n\n

\n

\u00ab\u00a0Cette tendance permet aussi d\u2019aborder des questions s\u00e9rieuses sans maladresses ni pol\u00e9miques, et de multiplier ainsi les interactions fond\u00e9es sur des exp\u00e9riences \u00e0 la fois agr\u00e9ables et appropri\u00e9es, pr\u00e9cise Adobe\u00a0\u00bb.<\/em><\/p>\n<\/blockquote>\n\n\n\n

\"\"<\/figure>\n\n\n\n

3. Distorsion temporelle<\/h2>\n\n\n\n

\u00ab Le r\u00e9trofuturisme est en plein essor \u00bb<\/em> annonce Adobe. Ce mouvement artistique, qui \u00ab imagine le futur \u00e0 travers le prisme des visions pass\u00e9es \u00bb<\/em>, s\u2019inspire notamment des \u0153uvres de science-fiction des ann\u00e9es 1960 et 1970, mais peut \u00e9galement int\u00e9grer des \u00e9l\u00e9ments historiques, issus de la Rome Antique ou des Ann\u00e9es folles, contextualise l\u2019\u00e9diteur.<\/p>\n\n\n\n

Longtemps consid\u00e9r\u00e9 comme une niche, le r\u00e9trofuturisme s\u2019impose progressivement comme une \u00ab esth\u00e9tique grand public \u00bb. Et il s\u00e9duit particuli\u00e8rement la g\u00e9n\u00e9ration Z \u00ab qui manifeste un int\u00e9r\u00eat, voire de la nostalgie pour ces p\u00e9riodes qu\u2019elle n\u2019a pas connu \u00bb<\/em>, en t\u00e9moigne les 35,5 millions de publications incluant le hashtag #retrofuturism sur TikTok ou le regain d\u2019int\u00e9r\u00eat pour les objets analogiques.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

4. Immersion captivante<\/h2>\n\n\n\n

Derri\u00e8re cet intitul\u00e9 \u00e9nigmatique se cache une tendance des marques \u00e0 concevoir des campagnes marketing profond\u00e9ment immersives, voire \u00e0 pondre des univers fictifs entiers, pour offre des \u00ab exp\u00e9riences sensorielles plus puissantes \u00bb,<\/em> d\u2019apr\u00e8s les experts d\u2019Adobe. Ces derniers mois, les marques cherchent, en effet, \u00e0 transporter leur audience \u00ab dans des mondes parall\u00e8les, \u00e0 leur image \u00bb<\/em>, en recourant \u00e0 divers moyens, du parc \u00e0 th\u00e8me \u00e0 la r\u00e9alit\u00e9 virtuelle. Ce ph\u00e9nom\u00e8ne de world building<\/em> a \u00e9t\u00e9 notamment visible apr\u00e8s la sortie de Barbie au cin\u00e9ma, quand Mattel a con\u00e7u des exp\u00e9riences immersives pour capitaliser sur le succ\u00e8s plan\u00e9taire du film de Greta Gerwig.<\/p>\n\n\n\n

\"\"<\/figure>\n","protected":false},"excerpt":{"rendered":"

Hyperr\u00e9alisme, r\u00e9trofuturisme ou world building : dans un rapport, Adobe pr\u00e9sente les tendances cr\u00e9atives du<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[4,8],"tags":[],"class_list":["post-83","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-design"],"yoast_head":"\nDesign : Adobe d\u00e9voile les pr\u00e9dictions 2025.<\/title>\n<meta name=\"description\" content=\"Hyperr\u00e9alisme, r\u00e9trofuturisme ou world building : dans un rapport, Adobe pr\u00e9sente les tendances cr\u00e9tives du design en 2025.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" 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