Browsing by Author "Silva, Fernando Moreira da"
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- Brand marks analysis : criteria and evaluation components to an analysis toolPublication . Raposo, Daniel; Silva, Fernando Moreira da; Neves, João Vasco; Silva, José Gago da; Ribeiro, Rogério Paulo dos Santos; Correia, Ricardo Andrade LopesBrand Mark is one of the most relevant visual identity elements for the differentiation and identification of a brand and often the most used sign in various media. Although the effectiveness of some contemporary brand visual identity systems does not depend heavily on an easily recognizable symbol and/or logotype, Brand marks still play a very relevant role in most cases, especially in small systems. Previous studies were dedicated to the definition of selection and design criteria, as well as to the identification of connotations and Brand marks typologies in specific markets. However, the need for a tool for analysis and evaluation of Brand Marks persists, detecting graphic sectorial codes and the characteristics that determine symbolic and graphic effectiveness, power of fascination and comprehension. This work takes Visual Identity as research field of study and Brand marks as the research topic. The investigative process deals with the Semantic and Syntactic analysis of its infrasign of Brand Marks, in its relationship with the brand image. Based on literature review and framework of other studies or previous proposals, our main results are the definition of design principles and the identification of components that integrate the Brand Competitors Map for analysis of visual identity systems and of Brand Marks in particular.
- Brand marks examination : empirical study of graphic parts in their relation to contrast, recognition, and memorizationPublication . Raposo, Daniel; Silva, Fernando Moreira da; Correia, Ricardo Andrade Lopes; Ribeiro, Rogério Paulo dos Santos; Neves, João Vasco; Silva, José Gago da; Francisco RebeloBrand Visual Identity is an identification system that, with flexibility, ensures the unity and coherence of visual communication (in multiple media: physical as products, objects, or graphics; architectural and ambiance; audio-visual; digital and virtual). Brand Marks occupy a top place in the good performance of most Brand Visual Identity systems, even when these rely more on imagery and use Brand Marks with less expressiveness. In dynamic Visual Identity systems, the Brand Marks may constitute themselves as systems within the Brand Visual Identity supersystem. This study aims to dissect existing brand marks, focusing on how the graphic components (symbol, logotype) are designed, prioritised, and correlated to achieve differentiation, contrast, recognition, and memorisation. This include an empirical examination based on direct observation and exploration and in survey by questionnaire with a sample of 400 participants, aiming at the definition of design principles to aid the design of Brand Marks and to be considered in the definition of the “map of competitors” tool, which intends to aid in the analysis of multiple visual identities competing in the same market or segment.
- Contribution of visual ergonomics to a holistic view of the symbols applied in touristic and cultural signage: the portuguese casePublication . Neves, João Vasco; Silva, Fernando Moreira da; Raposo, Daniel; Silva, José Gago daTraffic signs are not globally standardized, and there are different signage systems all over the world. The system of traffic signaling in Portugal comes from the European System, ratified on 19th September 1949 in Geneva, which has slowly evolved, with occasional changes and often driven by international agreements. Currently the road signaling system is regulated by the Regulatory Decree No. 22-A/98 of October 1st, which approves the Traffic Signaling Regulation. For the present research it is vital to include, in the vertical signaling system to be placed on public roads, tourist-cultural signaling, which is intended to convey information about places, buildings or groups of buildings and other motifs of particular relevance (cultural, historical-heritage or landscape). Following a first case study, it was found that not all pictograms present in vertical signaling are perceptible and understandable. The level of simplification and development of pictograms for application in projects for vertical signaling is very disparate, some of them extremely simplified and easily perceptible and other require a higher level of interpretation by the user, due to sign complexity.
- Everyday design products and long-term memory : the colour influence on emotional response and perceived usabilityPublication . Paschoarelli, Luis Carlos; Silva, Fernando Moreira da; Silva, Jonhatan M.N.Colour is an important component of product design and can influence usage interaction. This study aimed to study the influence of the colour of everyday products on the emotional response and perceived usability of senior adult females. Thirty women between 60 and 80 years old participated, who evaluated clay sausage roaster in three different colours, based on two protocols: Emotional Response Cards (ERC) and Perceived Usability Cards (PUC). The product in the “Terracotta” colour was significantly (p ≤ 0.05) better evaluated (emotional response and perceived usability) than the products in the other colours (“green” and “grey”). The colour “Terracotta” was decisive in confirming that the memory factor of long-term experiences contributed to the results achieved. The application of colours in the design ofproducts aimed at older users must consider long-termexperiences and be treated as an inclusivity factor
- Gamification in communicating the concept of circular economy : a design approachPublication . Silva, José Gago da; Raposo, Daniel; Neves, João Vasco; Silva, Fernando Moreira da; Ribeiro, Rogério Paulo dos Santos; Fernandes, Maria EduardaThis paper aims to present a paradigm regarding the circular economy (CE) concept's communication, referring to the difficulty presented by the type of reflexivity involved in the circular economy process. We conduct an exploratory study methodology intended “to develop pertinent hypotheses and propositions for further inquiry, a study developed in the context of the project, Program INTERREG V-A Spain-Portugal (POCTEP) 2014–2020, REiNOVA_SI (Re-industrialization of the agri-food sector - Sustainability and Innovation) is a transnational cooperation project between Portugal and Spain which aims to promote the use of circular economy practices in agri-food micro-enterprises and SMEs. The paper draws the hypothesis, in Design thinking context, that gamification can induce a reflexivity thinking on CE, specifically on Agrofood entrepreneurs in the Portuguese context. Reflexivity could empower the connection between the company and its local context and stakeholders dissuading the drivers for abroad markets positioning.
- Guidance and public information systems : diagnosis and harmonization of tourist signagePublication . Neves, João Vasco; Silva, Fernando Moreira da; Raposo, Daniel; Silva, José Gago da; Ribeiro, Rogério Paulo dos Santos; Correia, Ricardo Andrade LopesThe greater influx of tourists to certain territories raised the need to inform, guide and communicate basic messages, with a universal language, expressed through various analog and digital supports. This proliferation of means has led to a profusion of guidance and public information systems, some of which are regulated (such as the traffic signs system, signaling of routes and paths or the signaling of protected areas) and other unregulated systems (such as the signaling of religious, equestrian, municipal, historical, heritage and cultural routes, etc.). This article is the result of an ongoing research project, which aims to systematize tourist signage in Portugal, in order to satisfy and induce the potential or real demand for guidance, direction and information of tourists, in a clear and precise way, in addition to transmitting a unique and homogeneous image of the tourist product. Its scope will provide a clear reference framework, which facilitates the implementation of a normalized system by the organizations responsible for the standardization and implementation of tourist signage in Portugal.
- A influência da cor na percepção de necessidade de esforço para a abertura de embalagens de água mineral com tampa de roscaPublication . Bonfim, Gabriel Henrique Cruz; Silva, Fernando Moreira da; Paschoarelli, Luis CarlosA maior parte da apreciação de um produto se dá por meio das cores e, se estas forem mal utilizadas, podem levar ao insucesso. O objetivo do presente estudo foi verificar se a cor do recipiente influencia na percepção do esforço a ser exercido para abrir embalagens de água mineral com tampa de rosca. Para isso, foram utilizadas três embalagens com formatos idênticos, porém em três cores diferentes: vermelha, azul e transparente. Os sujeitos não podiam tocar nas embalagens, apenas observa-las e em seguida classifica--las em uma Likert (com ideogramas) de três pontos. Os resultados mostram que jovens e adultos consideraram a embalagem de cor azul como aquela que aparentemente requer menos esforço para ser aberta, enquanto que para os idosos aparentemente é necessário menos esforço para abrir a embalagem transparente. Em todos os casos a embalagem vermelha foi relacionada ao maior esforço, havendo diferença significativa quando comparada com as demais embalagens. No entanto, não houve diferença significativa quando as embalagens azul e transparente foram comparadas entre si
- A letra como signo de identidade visual corporativaPublication . Raposo, Daniel; Silva, Fernando Moreira da; Herrera, EduardoEmbora o domínio da Identidade Visual Corporativa (IVC) assente sobre os níveis estratégico, de design e operacional, esta investigação prende-se em maior medida com os dois primeiros, sem omitir o terceiro
- Letters as corporate visual identity signsPublication . Raposo, Daniel; Silva, Fernando Moreira da; Herrera, EduardoAlthough the domain of Corporate Visual Identity (CVI) is based on the strategic, design and operational levels, this research relates to a greater extent with the first two, omitting the third.
- Perceptive and ergonomics concerns in corporate visual identityPublication . Silva, Fernando Moreira da; Raposo, DanielThis article is an explanation based on the bibliography of the specialties of communication design, Corporate Visual Identity, ergonomics and visual perception of graphic signs, with the intention of increasing communicational efficiency in designers' work. Based on the assumptions of perceptual efficiency, ergonomics and symbolic, graphic brands are contextualized as strategic elements of Corporate Visual Identity. The globalized knowledge society for the information that surrounds the Internet on a global scale, the cultural changes and technological developments appear to facilitate that the design of symbols creates problems in a semantic, perceptual and ergonomic dimension. In particular, new digital media seem to foster graphic solutions with a strong mesmerizing power, but moving at a pace that the evolution