ESART - Comunicações em encontros científicos e técnicos
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- Adaptação da cor da tipografia páginas web para pessoas com deficit na visão da corPublication . Ribeiro, Madalena; Gomes, AbelA legibilidade do texto é fundamental à sua leitura, sendo para isso determinante o contraste entre as cores usadas para a tipografia e para o fundo. Ainda que a escolha das cores seja adequada, o contraste pode ser insuficiente quando a tipografia é observada por pessoas com deficit na visão da cor, comprometendo assim a legibilidade. Sendo que é significativa a taxa de incidência do deficit na visão da cor, correntemente conhecido por daltonismo, assim como o índice de utilização da web pela população em geral, onde é frequente a existência de blocos de texto - com recurso à cor para tipografia e para o fundo-, são frequentes as situações em que se torna difícil uma leitura adequada, limitando o acesso à mensagem escrita. Neste contexto, este artigo vem propor um método para melhoria das condições de visualização dos blocos de texto, que passa pela aplicação de um algoritmo de adaptação, que efetua a alteração da cor da tipografia para preto ou para branco, dependendo da forma como a cor de fundo é vista pela daltónico. Dessa forma, é incrementado o contraste e é proporcionada uma integral acessibilidade aos conteúdos tipográficos.
- Adaptação de cor para dicromatas na visualização de imagensPublication . Ribeiro, Madalena; Gomes, AbelThe increasing use of visual information in the new media brought to the color a new and relevant role. Inter alia, the color is fundamental in discriminating the contents, providing the global understanding of things. However, some people have a visual impairment designated color vision defective (CVD), which restrains the vision of color in a proper way, so compromising the correct perception of the visual contents. In order to overcome the referred handicap, on this article is proposed an algorithm which can be used to adapt the color to dichromats to improving the way they see the images. Consequently, the images become more readable and the discernment and comprehension of its components is enhanced.
- A brand argument driven through art and schematics designing new perspectives to transform and empower the neighborhoodPublication . Raposo, Daniel; Silva, José Gago da; Berbel Gómez, Noemy; Díaz Gómez, Maravillas; Neves, João Vasco; Martins, Nuno; Brandão, DanielThe interaction between Art and Branding has occurred in various contexts, for reputation purposes, through all communication media, for the purposes of persuasion, promotion, symbolism or secondary associations, impacting on social and cognitive levels. The scope of this article is to correlate Branding Art and Art Infusion with the spirit of the place, concretely to present a conceptual model which correlates artistic activities developed in a neighborhood with Branding Art and Art Infusion concepts taking into account the reinforcement of the current place brand strategy. The article is based on the literature review and in explanatory Case Study, using results from the project “Re-Habitar el Barrio: Procesos de Transformación y Empoderamiento entre Universidad-Escuela-Sociedad a través de Prácticas Artísticas”. The use of the schemes makes possible to visualize and share abstract concepts and value data in a participatory group way, detecting the best ways to facilitate communication and mediate interaction between people and territory. The results consist of defining a brand argument and defining its conceptual model, making use of the schematics as a way of visualizing abstract concepts.
- Brand identity in motion : structural models of brand identity on TV opening creditsPublication . Brandão, João; Pestana, Ricardo Maia; Raposo, DanielThe television universe is a multibillion-dollar industry. Just like all other major products, tv series need branding. Here identity is used to guide the public into the continuity of the different episodes, and to differentiate them from other series in a highly competitive market. For a successful branding, a clear strategy is needed for these audiovisual products. Our study presents an understanding of the different types of opening credits, establishing a possible classification for them, and how they are used strategically to uphold brand identity ideals. To achieve this, it’s important to understand the audiovisual medium and its interactions with Graphic Design, typography and Motion Graphics, areas that play a part in the elaboration of these main title sequences. Based on the analysis of key structural elements and different typologies or structural models of main title sequences, we made the proposal for their classification, from the perspective of structural organization.
- 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.
- Brand Marks' performance in digital mediaPublication . Raposo, Daniel; Correia, Ricardo Andrade Lopes; Ribeiro, Rogério Paulo dos Santos; Neves, João VascoThe aim of this paper is to evaluate the graphic resistance and visual performance of Brand Marks in use on websites and social media. It aims to bring knowledge about the impact of digital media on the design of contemporary Brand Marks, but especially the limitations observed in brand trademarks originated during the 20th century or previously. Considering nowadays impact of online and digital communication, the internet of things, and the diversity of multiple screen dimensions, it is important to take a closer look at the performance of Brand Marks on websites, responsive web pages, audio-visuals, and social media. This topic is very relevant when studying or developing flexible systems of brand identification or even Brand Mark variants and respective visual guidelines. Specifically, we intend to observe how the design of Brand Marks and the digital environment compromise the graphic coherence of Visual Identity and brand identification. A systematic methodology was adopted, with a non-interventionist base, with the case study of 32 large and international brands. The results consist in the identification of a set of principles and graphic features which Brand Marks should follow to ensure its recognition, the coherence of Visual Identity and brand identification.
- Brand models : a comparative study on brand creation and managementPublication . Santos, Emílio; Raposo, DanielIt has been observed, since the 2014s, the emergence of brand creation and management models that contribute to the sustainability of entities, organizations, territories and businesses. Each brand model proposal results from the knowledge, perspective and vision of the respective authors, in the search for answers to complex problems, not always similar. Brand sustainability depends on the experience it represents for stakeholders. Both from the perspective of commercial brands and for Place Branding, the models seem to have common visions, with their advantages and limitations. Brand models are compared from the perspective of their definition, creation, design and management. The non-interventionist methodology based on the descriptive case study, allowed the identification of the essential vectors to be considered in a brand model or in a brand creation process, specifically in Place Branding.
- “Breakfast Serialism” for laptop orchestra and improvisers: A study on twelve-tone indeterminacy using computer mediationPublication . Dias, RuiThis paper presents the concepts developed for my piece “Breakfast Serialism”, for laptop orchestra and improvisers. This piece introduces several conceptual and technical aspects made possible by the use of computer mediation using network communication between the conductor and the performers. The piece is intended as a study on some of the technical and musical potential of the networked laptop orchestra. It is divided in six sections, each one exploring different musical possibilities for the application of the computer as a mediator, that ‘listens’ to all the events from the ensemble, and algorithmically adapts the pitch and dynamic possibilities using custom software developed in the Max/MSP programming environment. The concepts and technical aspects will be described, as well as an insight to the background and some of the specific points of interest and concerns in electronic music ensembles, reflecting a conviction that laptop ensembles present vastly rich, unique and underexplored compositional possibilities. This piece was composed for the ‘EME – ESART Electroacoustic Music Ensemble’, of the School of Applied Arts of the Polytechnic Institute of Castelo Branco, with my students from the Electronic Music and Musical Production course, and guest instrument students with experience in free improvisation. It was premiered in the “Serralves em Festa” music festival, in June 1st 2014, at the library of the Serralves Foundation, Porto.
- A checklist proposal to evaluate the quality of university websitesPublication . Veríssimo, Maria de Fátima; Raposo, Daniel; Barradas, Vera; Neves, João Vasco; Silva, José Gago da; Martins, Nuno; Brandão, DanielCurrently, internet is the most wanted medium of communication and most used by people or entities. Unquestionably, it has transformed significantly consumer behaviour, namely in the access to information or in the way a product or service is purchased. In this context, the evaluation of the effectiveness of websites has increased over time, following the evolution of the concepts of Human Machine Interface, Usability and User Experience Design. In the context of the methods and processes of usability evaluation, different proposals have been developed, from direct observation, to interviews and questionnaires, among other techniques and tools. Thus, this article is based on a case study of descriptive type, based on the literature review concerning the models of evaluation of the quality of websites. The results of the article consist in the definition of a set of parameters to analyse the quality of the interface of websites and in the proposal of a checklist concerning content, aesthetics and navigation.