O contributo do designer gráfico para a comunicação no setor agroalimentar : estágio curricular Inovcluster
Type
masterThesis
Creator
Identifier
202519643
Title
O contributo do designer gráfico para a comunicação no setor agroalimentar : estágio curricular Inovcluster
Contributor
Neves, João Vasco Matos
Silva, José Miguel Gago da
Silva, José Miguel Gago da
Subject
Gestão de projetos de design
Agroindustrial
Design de comunicação
Identidade visual
Management of project design
Visual identity
Communication design
Domínio/Área Científica : Humanidades
Agroindustrial
Design de comunicação
Identidade visual
Management of project design
Visual identity
Communication design
Domínio/Área Científica : Humanidades
Date
2020-09-23T11:58:22Z
2020-09-23T11:58:22Z
2020
2020
2020-09-23T11:58:22Z
2020
2020
Description
A Associação AgroFood Cluster da Região Centro de Portugal, conhecida por InovCluster, necessitando de um designer gráfico, contratou a autora como estagiária, proporcionando-lhe a oportunidade de realizar um estudo de campo em Design de Comunicação, especificamente na área da Identidade visual.
O estudo aborda os desafios do posicionamento gráfico e da gestão das marcas no setor agroindustrial. O objetivo principal era usar o caso da InovCluster e dos seus colaboradores, para entender e definir a contribuição do Designer Gráfico no setor, ao esclarecer e comunicar os valores subjacentes a uma marca. Foi dada atenção especial à forma como esse processo de comunicação pode ser aprimorado pelo uso eficaz e criativo de materiais visualmente coerentes em vários meios de comunicação.
Os projetos de grande escala, a Feira i9agri, o Fórum Nacional da Apicultura e a Feira do Mel, o Regional Helix Summit, o Beepocket (Olhar Campestre), a Horta da Quinta do Chinco, o CCApiBio e Sabores de Perdição, sendo os mais representativos, contribuíram significativamente para a pesquisa e suas conclusões. Apresentando outros desafios profissionais, os projetos de menor escala como + Agro ou Tucab (entre outros), também contribuíram para verificar especificidades do autor no seu papel e como designer. Todos os projetos foram submetidos a normas específicas e passaram por sucessivas fases de produção e desenvolvimento técnico; o trabalho incluiu observação e análise de comunicações e de como elas atendem às demandas das organizações, empresas e clientes e do público-alvo/consumidores, particularmente no que se refere ao problema em selecionar uma mistura coerente e variada de suportes de comunicação, como mupis, outdoors, folhetos, cartazes e banners (entre outros). Com este estudo se demonstra, o papel fundamental que o Designer Gráfico tem no desempenho e na resolução de problemas de comunicação no setor agroindustrial/agroalimentar.
Para atingir os objetivos do estudo, foi adotada uma metodologia mista de pesquisa, intervencionista e não intervencionista. A última abordagem mais teórica foi útil na avaliação do estado da arte e na análise de estudos de caso; a primeira foi utilizada à medida em que os projetos envolviam a realização de trabalho profissional no ambiente de estágio.
Abstract : The AgroFood Cluster Association of the Center Region of Portugal, known as InovCluster, finding itself in need of a professional graphic designer, hired the author as an intern, affording her the opportunity to conduct a field study in Communication Design, specifically in the area of Visual Identity. The study addresses the challenges of graphic positioning and brand management in the agroindustrial sector. The primary objective was to use the case of InovCluster and its collaborators, to understand and define the contribution of the Graphic Designer in the sector, in clarifying and communicating the values underlying a brand. Particular attention was given to how this process of communication can be improved by the effective and creative use of visually coherent materials in various media. The large-scale projects, i9agri Fair, the National Apiculture Forum and the Honey Fair, the Regional Helix Summit, Beepocket (Olhar Campestre), the Community Gardens of Quinta do Chinco, CCApiBio and the ‘Tastes of Perdition’, these being the most representative, contributed significantly to the study and its conclusions. Other projects, of small scale but presenting professional challenges, such as +Agro or Tucab (among others), contributed to specific skills of the author as a designer and its role. All the projects were subject to specific standards and underwent successive phases of production and technical development; the work included observation and analysis of communications and of how they meet the demands of organizations, businesses, and clients, and of the target public/consumers particularly in reference to the problem of selecting a coherent and varied mix of communications materials, such as mupis, billboards, flyers, posters and banners (among others). As this study demonstrates, the graphic designer has a key role to play in resolving problems of communication in the agroindustrial/agrofood sector. To achieve the study’s objectives a mixed research methodology was adopted, both interventionist and non-interventionist. The latter, more theoretical approach was useful in evaluating the state of the art and in the analysis of case studies; the former was employed inasmuch as the projects involved performing professional work in an internship setting.
Abstract : The AgroFood Cluster Association of the Center Region of Portugal, known as InovCluster, finding itself in need of a professional graphic designer, hired the author as an intern, affording her the opportunity to conduct a field study in Communication Design, specifically in the area of Visual Identity. The study addresses the challenges of graphic positioning and brand management in the agroindustrial sector. The primary objective was to use the case of InovCluster and its collaborators, to understand and define the contribution of the Graphic Designer in the sector, in clarifying and communicating the values underlying a brand. Particular attention was given to how this process of communication can be improved by the effective and creative use of visually coherent materials in various media. The large-scale projects, i9agri Fair, the National Apiculture Forum and the Honey Fair, the Regional Helix Summit, Beepocket (Olhar Campestre), the Community Gardens of Quinta do Chinco, CCApiBio and the ‘Tastes of Perdition’, these being the most representative, contributed significantly to the study and its conclusions. Other projects, of small scale but presenting professional challenges, such as +Agro or Tucab (among others), contributed to specific skills of the author as a designer and its role. All the projects were subject to specific standards and underwent successive phases of production and technical development; the work included observation and analysis of communications and of how they meet the demands of organizations, businesses, and clients, and of the target public/consumers particularly in reference to the problem of selecting a coherent and varied mix of communications materials, such as mupis, billboards, flyers, posters and banners (among others). As this study demonstrates, the graphic designer has a key role to play in resolving problems of communication in the agroindustrial/agrofood sector. To achieve the study’s objectives a mixed research methodology was adopted, both interventionist and non-interventionist. The latter, more theoretical approach was useful in evaluating the state of the art and in the analysis of case studies; the former was employed inasmuch as the projects involved performing professional work in an internship setting.
Access restrictions
openAccess
http://creativecommons.org/licenses/by/4.0/
http://creativecommons.org/licenses/by/4.0/
Language
por
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