Loading...
Publication
A coerência na comunicação visual da marca. Estágio na WD Retail
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 16.63 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A presente investigação procura compreender os fatores que contribuem para a coerência na comunicação visual de marcas na sua relação com a eficácia da
comunicação e a consolidação da identidade e perceção da marca no mercado. O estudo foi desenvolvido no âmbito de um estágio realizado na empresa WD Retail, com o objetivo de analisar os desafios decorrentes da ausência de manuais de normas gráficas e os seus impactos na uniformidade dos elementos visuais. A metodologia adotada combina uma abordagem mista, integrando a investigação na o intervencionista, fundamentada com a revisão literária, e a investigação intervencionista, baseada em projetos pra ticos que decorreram durante o estágio. O estudo explora os elementos e princípios fundamentais do design de identidade visual de marca, como a marca gráfica, a paleta de cores, a tipografia, a imagética e hierarquia visual, avaliando comoa coerência e a consistência adaptativa a diversos suportes contribuem para a coerência visual e potenciam o reconhecimento e a credibilidade da marca em diferentes
contextos. Conclui-se que a implementação de ferramentas de normalização claras e crucial para minimizar ruí dos na comunicação visual e garantir a relevância e competitividade da marca em ambientes altamente concorridos.
Abstract: This research seeks to understand the factors that contribute to coherence of brand visual communication in relation to the effectiveness of communication and the consolidation of brand identity and perception in the market. The study was carried out as part of an internship at WD Retail, with the aim of analysing the challenges arising from the absence of graphic standards manuals and their impact on the uniformity of visual elements. The methodology adopted combines a mixed approach, integrating non-interventionist research, supported by a literature review, and interventionist research, based on practical projects conducted during the internship. The study explores the fundamental elements and principles of brand visual identity design, such as the brand mark, colour palette, typography, imagery and visual hierarchy, assessing how coherence and adaptive consistency to different media contribute to visual coherence and enhance brand recognition and credibility in different contexts. It is concluded that the implementation of clear standardization tools is crucial to minimize noise in visual communication and ensure the brand's relevance and competitiveness in highly competitive environments.
Abstract: This research seeks to understand the factors that contribute to coherence of brand visual communication in relation to the effectiveness of communication and the consolidation of brand identity and perception in the market. The study was carried out as part of an internship at WD Retail, with the aim of analysing the challenges arising from the absence of graphic standards manuals and their impact on the uniformity of visual elements. The methodology adopted combines a mixed approach, integrating non-interventionist research, supported by a literature review, and interventionist research, based on practical projects conducted during the internship. The study explores the fundamental elements and principles of brand visual identity design, such as the brand mark, colour palette, typography, imagery and visual hierarchy, assessing how coherence and adaptive consistency to different media contribute to visual coherence and enhance brand recognition and credibility in different contexts. It is concluded that the implementation of clear standardization tools is crucial to minimize noise in visual communication and ensure the brand's relevance and competitiveness in highly competitive environments.
Description
Relatório de Estágio apresentado a Escola Superior de Artes Aplicadas do Instituto Politécnico de Castelo Branco em associação com Faculdade de Arquitetura da Universidade de Lisboa para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Design Gráfico.
Keywords
Coerência na identidade visual Comunicação e identidade visual de marca Design gráfico WD Retail Manuais de normas gráficas Coherence in visual identity Brand communication and visual identity Graphic design Graphic standards manuals