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Advisor(s)
Abstract(s)
A presente dissertação tem como problemática os conceitos e práticas do uso da cor em
projetos de design, em particular a intencionalidade da sua aplicação. Para tal escolheu-se
como estudo de caso a presença da cor nas edições dos jogos olímpicos de verão desde que
estes passaram a integrar programas de identidade. O design e a cor assumem um papel
determinante, pois através deles, o ser humano experiencia e perceciona o seu meio
envolvente, atribuindo significados em função das culturas, tradições, simbologias ou marcas.
Para esclarecer estes conceitos e procurar ainda de que forma a cor contribui para o
problema num projeto de design, são abordados fatores relativamente à cor e ao design como
meio de comunicação. Consequentemente, fez-se uma exposição de diferentes linhas teóricas
em torno dos conceitos de cor, fazendo a ponte para conceitos como a psicologia, perceção e
simbologia da cor. Posteriormente e mantendo uma ligação coesa como tema inicial, são
abordados aspetos relativamente à área do design, que sendo visto com a finalidade de poder
informar, identificar, persuadir, consciencializar e devendo também ser capaz de se
configurar a cada nova necessidade do ser humano é feito um levantamento histórico sobre
design gráfico como um meio de comunicação. São abordados aspetos quanto à utilização da
cor no design gráfico, determinando ainda qual o papel que a cor desempenha numa
identidade visual. Assim, para reforçar a questão central de estudo, foram analisadas 15
edições de jogos olímpicos de verão com o intuito de estabelecer uma relação entre design e
cor e, percebendo de que forma a cor é usada e encaminhada num projeto de design.
The present dissertation questions the concepts and practices of the use of color in Design Projects, in particular, the intentionality of its use. To this end, the presence of color in the editions of the summer Olympic games was chosen as a case study since they started to integrate identity programs. Design and color play a decisive role, because through them, human beings experience and perceive their surroundings, assigning meanings according to cultures, traditions, symbols or brands. In order to clarify these concepts and also look at how color contributes to the problem in a design project, factors related to color and design are addressed as a means of communication. Consequently, there was an exhibition of different theoretical lines around the concepts of color, making the bridge to concepts such as psychology, perception, and symbolism of color. Afterward and maintaining a cohesive connection with the initial theme, aspects related to the area of design are addressed, which being seen with the purpose of being able to inform, identify, persuade, raise awareness and must also be able to configure itself to each new human need, a historical survey is made on graphic design as a means of communication. Aspects regarding the use of color in graphic design are discussed, further determining the role that color plays in a visual identity. Therefore, to reinforce the central question of the study, 15 editions of summer Olympic games were analyzed in order to establish a relationship between design and color and, realizing how color is used and directed in a design project.
The present dissertation questions the concepts and practices of the use of color in Design Projects, in particular, the intentionality of its use. To this end, the presence of color in the editions of the summer Olympic games was chosen as a case study since they started to integrate identity programs. Design and color play a decisive role, because through them, human beings experience and perceive their surroundings, assigning meanings according to cultures, traditions, symbols or brands. In order to clarify these concepts and also look at how color contributes to the problem in a design project, factors related to color and design are addressed as a means of communication. Consequently, there was an exhibition of different theoretical lines around the concepts of color, making the bridge to concepts such as psychology, perception, and symbolism of color. Afterward and maintaining a cohesive connection with the initial theme, aspects related to the area of design are addressed, which being seen with the purpose of being able to inform, identify, persuade, raise awareness and must also be able to configure itself to each new human need, a historical survey is made on graphic design as a means of communication. Aspects regarding the use of color in graphic design are discussed, further determining the role that color plays in a visual identity. Therefore, to reinforce the central question of the study, 15 editions of summer Olympic games were analyzed in order to establish a relationship between design and color and, realizing how color is used and directed in a design project.
Description
Keywords
Cor Design Design de Comunicação Design Multimédia Jogos Olímpicos