{"id":241,"date":"2021-05-17T09:00:00","date_gmt":"2021-05-17T07:00:00","guid":{"rendered":"https:\/\/leon-communication.com\/leblog\/?p=241"},"modified":"2021-05-14T19:51:26","modified_gmt":"2021-05-14T17:51:26","slug":"eco-conception-graphique-et-eco-communication","status":"publish","type":"post","link":"https:\/\/leon-communication.com\/leblog\/eco-conception-graphique-et-eco-communication\/","title":{"rendered":"L&rsquo;\u00e9co-conception graphique, d\u00e9marche <\/br> inh\u00e9rente de l&rsquo;\u00e9co-communication \ud83c\udf3f"},"content":{"rendered":"\n<p>Depuis les ann\u00e9es 2010, de nouveaux concepts de communication et design tels que \u201cl&rsquo;<strong>\u00e9co-conception<\/strong>\u201d et \u201cl&rsquo;<strong>\u00e9co-communication<\/strong>\u201d sont apparus principalement gr\u00e2ce \u00e0 la croissance des prises de conscience des consommateurs.<\/p>\n\n\n\n<p>\u00c0 travers leurs d\u00e9finitions, applications en communication \u201cprint\u201d et \u201cdigitale\u201d et quelques ressources externes, <strong>apprenez \u00e0 conna\u00eetre ces nouvelles pratiques de communication<\/strong> tendant \u00e0 devenir la norme.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Illustration-Eco-Communication-1024x832.jpg\" alt=\"Illustration repr\u00e9sentant l'\u00e9co-communication.\" class=\"wp-image-252\" width=\"512\" height=\"416\" srcset=\"https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Illustration-Eco-Communication-1024x832.jpg 1024w, https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Illustration-Eco-Communication-300x244.jpg 300w, https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Illustration-Eco-Communication-768x624.jpg 768w, https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Illustration-Eco-Communication.jpg 1400w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/figure><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"color:#9f3602\" class=\"has-inline-color\">Qu\u2019est ce que l\u2019\u00e9co-communication ?<\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>La <strong>communication responsable<\/strong> est une d\u00e9marche de communication et de <strong>r\u00e9flexion globale concentr\u00e9e sur les enjeux environnementaux et sociaux.<\/strong>&nbsp;<\/p>\n\n\n\n<p>La notion de <strong>d\u00e9veloppement durable<\/strong> y est int\u00e9gr\u00e9e en tenant compte au maximum \u00e0 la corr\u00e9lation entre le message et les notions soci\u00e9tales telles que l&rsquo;<strong>\u00e9thique<\/strong>, la <strong>transparence<\/strong> et la <strong>l\u00e9gitimit\u00e9<\/strong>.<\/p>\n\n\n\n<p>En effet, communiquer de fa\u00e7on durable et respectueuse doit promouvoir avant tout, les projets, id\u00e9es et innovations sinc\u00e8res et les d\u00e9marches RSE v\u00e9ritables des entreprises et associations.<\/p>\n\n\n\n<p>Assez controvers\u00e9s, le marketing et la publicit\u00e9 sont dans notre pass\u00e9 soci\u00e9tale aux antipodes des messages de d\u00e9veloppement durable (greenwashing, consommation de masse\u2026). Cependant, ils sont indispensables \u00e0 une d\u00e9marche d\u2019\u00e9co-communication et pour cause : <strong>ils ont un grand pouvoir d\u2019influence<\/strong>. <\/p>\n\n\n\n<p>\u00c0 l&rsquo;instar du marketing des ann\u00e9es 70 pr\u00f4nant le bonheur par l&rsquo;acquisition de biens, il sert aujourd\u2019hui, au passage de <strong>messages forts<\/strong> (sur l\u2019\u00e9cologie, la tol\u00e9rance, l\u2019\u00e9galit\u00e9\u2026), \u00e0 la <strong>p\u00e9dagogie<\/strong> du meilleur (\u00e9conomie circulaire, \u00e9conomie collaborative, circuits courts\u2026), \u00e0 casser cette consommation excessive pr\u00e9sente depuis des ann\u00e9es vers un <strong>mode de vie plus sobre<\/strong>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Eco-Communication-1024x768.jpg\" alt=\"Pi\u00e8ces de puzzle montrant la corr\u00e9lation entre marketing et \u00e9co-conception.\" class=\"wp-image-245\" srcset=\"https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Eco-Communication-1024x768.jpg 1024w, https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Eco-Communication-300x225.jpg 300w, https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Eco-Communication-768x576.jpg 768w, https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Eco-Communication.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"color:#9f3602\" class=\"has-inline-color\">Qu\u2019est ce que l\u2019\u00e9co-conception graphique et en quoi est-elle inh\u00e9rente \u00e0 l\u2019\u00e9co-communication ?<\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>L\u2019<strong>\u00e9co-conception graphique<\/strong> ou <strong>publicitaire<\/strong> est un ensemble de techniques, visant \u00e0 produire les supports les moins impactant possibles pour notre environnement. <\/p>\n\n\n\n<p>Elle intervient par compl\u00e9mentarit\u00e9 \u00e0 l\u2019\u00e9co-marketing et entre dans la fameuse d\u00e9marche d\u2019\u00e9co-communication.<\/p>\n\n\n\n<p>Les pratiques entre les supports digitaux et imprim\u00e9s diff\u00e8rent et sont souvent l\u2019un au service de l\u2019autre.<\/p>\n\n\n\n<p>En effet, un document \u00e0 vis\u00e9e publicitaire de tr\u00e8s courte dur\u00e9e trouvera sa place en digital, \u00e0 l\u2019inverse, pour un document \u00e0 dur\u00e9e de validit\u00e9 longue, voire non p\u00e9rissable, le support imprim\u00e9 qui sera privil\u00e9gi\u00e9.&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"color:#9f3602\" class=\"has-inline-color\"><a href=\"https:\/\/leon-communication.com\/supports-imprimes.php\">Eco-conception \u201cprint\u201d :<\/a> Techniques et labels au service des impressions durables :<\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Une multitude de produits, techniques et labels existent aujourd\u2019hui. Le but du <strong>communicant<\/strong>, <strong>graphiste<\/strong> ou <strong>agence de communication<\/strong> sera d&rsquo;interagir avec toutes ces m\u00e9thodes afin de concevoir le support le plus efficient possible (\u00e9conomie, dur\u00e9e et cycle de vie, impact visuel\u2026).<\/p>\n\n\n\n<p>Les pratiques les plus utilis\u00e9es et les plus int\u00e9ressantes sont :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>L\u2019\u00e9co-encrage :<\/strong> Cette pratique, vise \u00e0 r\u00e9duire les taux d\u2019encrages des impressions gr\u00e2ce \u00e0 l\u2019utilisation de typographies et visuels moins gourmands. Elle sert \u00e0 la fois \u00e0 l\u2019\u00e9conomie des ressources non renouvelables tels que les pigments min\u00e9raux et \u00e0 la r\u00e9duction de la consommation d&rsquo;\u00e9nergie et de produits chimiques lors du d\u00e9sencrage du papier.<\/li><li><strong>La limitation des donn\u00e9es p\u00e9rissables :<\/strong> En effet, limiter certaines donn\u00e9es telles que les dates ou les tarifs peuvent jouer un r\u00f4le important \u00e0 plusieurs moments de la vie du support. Comme \u00e9crit plus haut, pour des vis\u00e9es publicitaires courtes, le digital est \u00e0 privil\u00e9gier.<\/li><li><strong>Le choix des papiers ou supports :<\/strong> Choisir le bon papier n\u2019est pas chose ais\u00e9e quand nous n\u2019avons pas les codes. Heureusement, il existe aujourd\u2019hui plusieurs labels connus respectant de nombreux engagements \u00e9cologiques. On trouve notamment le label FSC\u00ae&nbsp; et PEFC\u00ae pour les gestions des for\u00eats et le label environnemental \u201cAnge Bleu\u201d destin\u00e9 au <a href=\"https:\/\/leon-communication.com\/leblog\/communication-recycle-eco-responsable\/\">papier recycl\u00e9<\/a> et au cahier des charges tr\u00e8s strict.<\/li><li><strong>Le choix d\u2019un imprimeur labellis\u00e9 \u201cImprim\u2019Vert\u201d :<\/strong> Ces imprimeurs sont engag\u00e9s sur le respect d&rsquo;une charte. On y trouve plusieurs crit\u00e8res tels que l\u2019\u00e9limination r\u00e9glementaire des d\u00e9chets, la non-utilisation de produits toxiques, la sensibilisation environnementale (\u00e0 destination des clients et du personnel\u2026)&#8230;<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Eco-Conception-Print-1024x768.jpg\" alt=\"Exemple de \u00e9co-conception graphique sur un packaging.\" class=\"wp-image-248\" srcset=\"https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Eco-Conception-Print-1024x768.jpg 1024w, https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Eco-Conception-Print-300x225.jpg 300w, https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Eco-Conception-Print-768x576.jpg 768w, https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Eco-Conception-Print.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption>Cr\u00e9dits photo : Hans Vivek via Unsplash<\/figcaption><\/figure><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"color:#9f3602\" class=\"has-inline-color\"><a href=\"https:\/\/leon-communication.com\/contenus-digitaux.php\">Eco-conception \u201cdigitale\u201d :<\/a> Techniques d\u2019optimisation de vos m\u00e9dias digitaux :<\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>\u00c9liminer les fonctions non essentielles :<\/strong> Des \u00e9tudes d\u00e9montrent que 70% des fonctionnalit\u00e9s demand\u00e9es par les clients sont non-essentielles. \u00c9tudier le projet en amont est donc essentiel pour trouver ce qu\u2019on appelle l\u2019<strong>unit\u00e9 fonctionnelle<\/strong> afin de diminuer voir supprimer les \u201c\u00e0 c\u00f4t\u00e9\u201d pour plus de sobri\u00e9t\u00e9 num\u00e9rique. Un des exemple les plus frappant se trouve sur nos propres moteurs de recherches. Google \u00e0 lui fait le choix de r\u00e9duire au strict minimum son interface d\u2019accueil \u00e0 sa simple \u201cunit\u00e9 fonctionnelle\u201d : la barre de recherche. Il est ainsi 2 fois plus rapide et l\u00e9ger \u00e0 charger que Yahoo o\u00f9 l\u2019actualit\u00e9 est charg\u00e9e sans demande directe de l\u2019utilisateur.<\/li><li><strong>Simplifier le parcours utilisateur :<\/strong> Outre les b\u00e9n\u00e9fices pour l\u2019exp\u00e9rience utilisateur (UX), fluidifier le parcours utilisateur en limitant le nombres d\u2019\u00e9tapes et de clics \u00e0 effectuer pour arriver \u00e0 ses fins est une \u00e9tape cruciale dans la conception d\u2019un site \u201c<strong>low tech<\/strong>\u201d. En effet, plus l\u2019utilisateur passera de temps sur un site \u00e0 \u201cchercher\u201d, plus l\u2019empreinte carbone sera \u00e9lev\u00e9e.<\/li><li><strong>Concevoir en \u201cmobile first\u201d :<\/strong> Penser un site pour les terminaux mobiles en premier est un grand avantage pour supprimer sans m\u00eame s\u2019en rendre compte, les fonctionnalit\u00e9s superflues. En effet, les contraintes techniques d&rsquo;accessibilit\u00e9 en 4G (3G voir 2G) n\u00e9cessitent plus de sobri\u00e9t\u00e9.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Limiter le poids des contenus et le nombres d\u2019animations :<\/strong>&nbsp;<ul><li><strong>La compression des visuels :<\/strong> en limitant le nombre d\u2019images bitmap (photos) et en optimisant les fichiers vectoriels (illustrations), on peut en moyenne r\u00e9duire de 50% le poids des visuels.<\/li><li><strong>La suppression des animations \u201c\u00e0 choix unique\u201d :<\/strong> Lancement automatique des vid\u00e9os, scroll infini\u2026<\/li><\/ul><\/li><li><strong>Choisir un h\u00e9bergeur \u201cvert\u201d :<\/strong> Comme pour le choix de l\u2019imprimeur, le choix d\u2019un prestataire de stockage \u201cvert\u201d (serveurs \u00e9conomes, compensations des \u00e9missions de gaz \u00e0 effet de serre\u2026) est indissociable de la d\u00e9marche d\u2019\u00e9co-conception web. Les plus connus sont Infomaniak et Planet Hoster.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Eco-Conception-Digitale-1024x768.jpg\" alt=\"Exemple de wireframe, outil indispensable pour l'\u00e9co-conception digitale.\" class=\"wp-image-249\" srcset=\"https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Eco-Conception-Digitale-1024x768.jpg 1024w, https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Eco-Conception-Digitale-300x225.jpg 300w, https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Eco-Conception-Digitale-768x576.jpg 768w, https:\/\/leon-communication.com\/leblog\/wp-content\/uploads\/2021\/05\/Eco-Conception-Digitale.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption>Cr\u00e9dits photo : Visual Design via Unsplash<\/figcaption><\/figure><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>En ce qui concerne les publications sur les <strong>r\u00e9seaux sociaux<\/strong>, il faut avant tout avoir une <strong>strat\u00e9gie \u00e9ditoriale efficace.<\/strong> L\u2019optimisation des textes, visuels, canaux vous permettront de toucher votre cible tout en publiant moins souvent.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"color:#9f3602\" class=\"has-inline-color\">Quelques ressources pour approfondir :<\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li>Le guide de l\u2019\u00e9co-communication de l\u2019Ademe : <a href=\"https:\/\/librairie.ademe.fr\/consommer-autrement\/1757-guide-de-la-communication-responsable-9791029709661.html\">https:\/\/librairie.ademe.fr\/consommer-autrement\/1757-guide-de-la-communication-responsable-9791029709661.html<\/a><\/li><li>Le guide de l\u2019\u00e9co-conception num\u00e9rique des Designers \u00c9thiques : <a href=\"https:\/\/eco-conception.designersethiques.org\/guide\/\">https:\/\/eco-conception.designersethiques.org\/guide\/<\/a><\/li><li>Le livre \u201cEco-conception web : Les 115 bonnes pratiques : <a href=\"https:\/\/www.eyrolles.com\/Informatique\/Livre\/ecoconception-web-les-115-bonnes-pratiques-9782212678062\/\">https:\/\/www.eyrolles.com\/Informatique\/Livre\/ecoconception-web-les-115-bonnes-pratiques-9782212678062\/<\/a><\/li><li>Article \u201cLe marketing au service du d\u00e9veloppement durable\u201d &#8211; Sihem Dekhili dans \u201cThe Conversation\u201d : <a href=\"https:\/\/theconversation.com\/marketing-une-approche-et-des-outils-qui-peuvent-se-mettre-au-service-du-developpement-durable-155995\">https:\/\/theconversation.com\/marketing-une-approche-et-des-outils-qui-peuvent-se-mettre-au-service-du-developpement-durable-155995<\/a><\/li><li>Le guide de l\u2019\u00e9co-encrage de CITEO :<a href=\"https:\/\/www.citeo.com\/eco-concevoir\/\">https:\/\/www.citeo.com\/eco-concevoir\/<\/a> (en bas de page)<\/li><\/ul>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Depuis les ann\u00e9es 2010, de nouveaux concepts de communication et design tels que \u201cl&rsquo;\u00e9co-conception\u201d et \u201cl&rsquo;\u00e9co-communication\u201d sont apparus principalement gr\u00e2ce \u00e0 la croissance des prises de conscience des consommateurs. \u00c0 travers leurs d\u00e9finitions, applications en communication \u201cprint\u201d et \u201cdigitale\u201d et quelques ressources externes, apprenez \u00e0 conna\u00eetre ces nouvelles pratiques de communication tendant \u00e0 devenir la &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"\" href=\"https:\/\/leon-communication.com\/leblog\/eco-conception-graphique-et-eco-communication\/\"> <span class=\"screen-reader-text\">L&rsquo;\u00e9co-conception graphique, d\u00e9marche <\/br> inh\u00e9rente de l&rsquo;\u00e9co-communication \ud83c\udf3f<\/span> Lire la suite \u00bb<\/a><\/p>\n","protected":false},"author":2,"featured_media":256,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-241","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>L&#039;\u00e9co-conception graphique, d\u00e9marche  inh\u00e9rente de l&#039;\u00e9co-communication \ud83c\udf3f - L\u00e9on Communication | Le blog - Le paon communicant !<\/title>\n<meta name=\"description\" content=\"\u00c9co-conception graphique et \u00e9co-communication : D\u00e9finitions, ressources et applications pour une communication plus respectueuse.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leon-communication.com\/leblog\/eco-conception-graphique-et-eco-communication\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L&#039;\u00e9co-conception graphique, d\u00e9marche  inh\u00e9rente de l&#039;\u00e9co-communication \ud83c\udf3f - L\u00e9on Communication | Le blog - Le paon communicant !\" \/>\n<meta property=\"og:description\" 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