ESART - Comunicações em encontros científicos e técnicos

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Visual storytelling - creative strategy of visual clues promoted by archetypal images
Publication . Silva, José Gago da; Raposo, Daniel; Neves, João Vasco; Silva, Fernando Moreira da
The following article describes a creative strategy in the learning environment regarding Digital Design, specifically the development of visual exploration on emotional archetypes to a group of students of Master of Graphic Design of the School of Applied Arts of the Polytechnic Institute of Castelo Branco, Portugal in the academic year 2018/19. The research topic was introduced in the development of a communication project for the Agro-Food product, bee pollen. The article presents the introduction to the problem, hypothesis, objectives, strategy, results, and conclusion. The development of the visual exploration strategy included the theoretical framework of Wertime [8], and Woodside, Sood and Miller [9], Although the results point out the richness of the proposed strategy in communicating the importance of the emotional concept among students and the notion of structure in the communication, The authors assessed from the resulting experience, the complexity of communicating the possibilities of the use of archetypal images in the development of communication solutions.
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