Technology transfer system. Overcoming a cliché to communicate technology

Abstract

Clichés are useful for communication, in their intrinsic meaning of visual shortcut. A shortcut that immediately allows to associate areas and concepts to conventional elements. In this sense, a designer is able to recognize a cliché starting from the repetition of certain elements and visual cues, now emptied of their original meaning. In the eyes of a designer, clichés look like roads taken all too often, sets of symbols that now no longer cause interest, much less surprise. Static situations that can be overcome. The Technology Transfer System (TTS) project, aims to overcome clichés about technology communication in the university environment for the realization of the so-called Third Mission, defining a method that involves the analysis of each element of the communication system and its ad hoc design. Carefully considering every formal, conceptual and material element of the system, a personalized structure is constructed. A structure that can take original and surprising shapes, exceeding any given convention.