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Advisor(s)
Abstract(s)
The main purpose of this article is to contribute to facilitate the understanding and the design of an integrated Communication Strategy. The specific literature tends to be generic and complex, with few proposals that are easy to understand, teach and implement in design projects. This study used a mixed methodology, with a non-interventionist component based on a literature review and an active research part, where an exploratory project was developed to visualise and improve the understanding and use of a vast number of concepts inherent in a Visual Communication Strategy. The results consist of card sorting to be used by working groups, with the aim of creating conditions for co-operation, avoiding the linearity of the process, as well as ensuring that the proposals are robust and grounded in the company's general strategy, research, and objectives, as well as being sustainable in terms of resources and efficient in terms of their alignment with the profiling of the recipients.
Description
Keywords
Visual communication strategy Communication effectiveness Strategy design
Pedagogical Context
Citation
RAPOSO, D. [et al.] (2025) - Designing the visual communication strategy. A creative workshop to boost communication effectiveness. In: RAPOSO, D. [et al.] (eds) - Advances in Design, Music and Arts III. EIMAD 2024. Springer, Cham. Vol 49, n. 1, p. 32-49. DOI: https://doi.org/10.1007/978-3-031-73705-3_3
Publisher
Springer