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Authors
Advisor(s)
Abstract(s)
A comunicação visual é um fator primordial para o desenvolvimento gráfico de
um projeto. A associação Zora, no âmbito do evento “De cor”, tem como principal
objetivo estabelecer a comunicação do evento, assim como a ligação entre o público e a
cidade de Marco de Canaveses. Com este enfoque, o uso do Motion Graphics, e a sua
aplicação no Video Mapping, revelam-se os elementos de comunicação visual mais
indicados para gerar empatia com o público-alvo.
Este projeto pretende analisar o modo como o Motion Graphics pode influenciar
a perspetiva e a interpretação da comunicação do evento “De cor”. A sua aplicação no
Video Mapping permite ainda compreender de que forma esta ferramenta vem fortalecer
os materiais gráficos desenvolvidos, através do seu desdobramento em projeções em
monumentos históricos da cidade de Marco de Canaveses.
A investigação estrutura-se através do estudo de conceitos no âmbito da
comunicação e da identidade visual, da sua evolução, nas suas variadas formas de
intervenção, partindo da animação até ao surgimento do Motion Graphics. Neste
contexto, o Video Mapping é abordado como uma plataforma de comunicação visual
para eventos culturais. Promove-se também a análise do papel do designer na conceção
e desenvolvimento de uma comunicação visual. Recorre-se a estudos de caso para
averiguar o contributo da tipografia, assim como de tecnologias para o desenvolvimento
da comunicação de eventos culturais.
No desenvolvimento do trabalho empírico, fez-se uso de metodologias
projetuais informadas pelo design envolvendo um conjunto variado de etapas,
processos, técnicas e métodos, procurando responder ao objetivo geral do estudo.
Este projeto permitiu a reflexão sobre a importância e a eficiência do uso dos
novos instrumentos tecnológico na comunicação visual de um acontecimento de relevo
social e cultural, revelando-se potenciador da mensagem a comunicar perante o público-alvo.
Visual communication is a key factor for the graphic development of a project. The Zora association, within the scope of the event "De cor", has as main objective to establish the communication of the event, as well as the connection between the public and the city of Marco de Canaveses. With this focus, the use of Motion Graphics, and its application in Vídeo Mapping, reveal themselves to be the most suitable visual communication elements to generate empathy with the target audience. This project aims to analyze how Motion Graphics can influence the perspective and interpretation of the communication of the event "De cor". Its application in Vídeo Mapping also allows us to understand how this tool strengthens the graphic materials developed, through its deployment in projections in historical monuments of the city of Marco de Canaveses. The research is structured through the study of concepts in the field of communication and visual identity, of its evolution, in its various forms of intervention, from animation to the emergence of Motion Graphics. In this context, Vídeo Mapping is approached as a visual communication platform for cultural events. An analysis of the designer's role in the conception and development of visual communication is also promoted. Case studies are used to investigate the contribution of typography and technologies to the development of communication for cultural events. In the development of the empirical work, use was made of projetual methodologies informed by design involving a varied set of stages, processes, techniques, and methods, seeking to respond to the general objective of the study. This project allowed for reflection on the importance and efficiency of the use of new technological instruments in the visual communication of an event of social and cultural importance, revealing itself as an enhancer of the message to be communicated to the target audience.
Visual communication is a key factor for the graphic development of a project. The Zora association, within the scope of the event "De cor", has as main objective to establish the communication of the event, as well as the connection between the public and the city of Marco de Canaveses. With this focus, the use of Motion Graphics, and its application in Vídeo Mapping, reveal themselves to be the most suitable visual communication elements to generate empathy with the target audience. This project aims to analyze how Motion Graphics can influence the perspective and interpretation of the communication of the event "De cor". Its application in Vídeo Mapping also allows us to understand how this tool strengthens the graphic materials developed, through its deployment in projections in historical monuments of the city of Marco de Canaveses. The research is structured through the study of concepts in the field of communication and visual identity, of its evolution, in its various forms of intervention, from animation to the emergence of Motion Graphics. In this context, Vídeo Mapping is approached as a visual communication platform for cultural events. An analysis of the designer's role in the conception and development of visual communication is also promoted. Case studies are used to investigate the contribution of typography and technologies to the development of communication for cultural events. In the development of the empirical work, use was made of projetual methodologies informed by design involving a varied set of stages, processes, techniques, and methods, seeking to respond to the general objective of the study. This project allowed for reflection on the importance and efficiency of the use of new technological instruments in the visual communication of an event of social and cultural importance, revealing itself as an enhancer of the message to be communicated to the target audience.
Description
Trabalho de projeto
Keywords
Motion graphics Video mapping Comunicação visual Evento cultural Memória gráfica Tipografia experimental Visual communication Cultural event Graphic memory Experimental typography