O processo criativo do design gráfico: embalagem
Autor(a) principal: | |
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Data de Publicação: | 2007 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da PUC_SP |
Texto Completo: | https://tede2.pucsp.br/handle/handle/4892 |
Resumo: | This paper is whithin the field of visual communication, more specifically, within the graphic design of packaging. The graphic design of packaging consists in the creation of texts, informations and images printed over paper, metal, glass plastic and other laminated surfaces, in which the products are wrapped and sold. Design is a creative process guided by pre-defined concepts to attend certain strategic demands based on commercial, operational, legislative and aesthetic direction. In this exercise, pervade the simbolic and cultural associations, language, art concepts, a certain ideological bias on its project procedure, the sensible, the imagination, the technique and the science in order to compose the visual communication. The fundaments of design are based on dicotomies, such as form and function, tecnique and art, science and art, reason and intuition, objectivity and subjectivity. Observing the documents of the creative process, from the stand point of methodology of the genetic analysis from a semiotic perspective, we intend to point out that design is a mediative activity in which sensibility interacts with intelectual decisions, called by some as rational, technical or scientifical. By the registers of the creative process came from the Portuguese agencies DIVIDENDO and CONCEITO GRÁFICO, as well as the Brazilian IN DESIGN and MÜLLER CAMACHO, we ll perform a critical attendence of the connections and systems enfolded in the development of this communication which ultimate aim is to seduce and fidelize the consumer. Based on these documents, we intend to examine and compare the graphic design creative proceedings by the methodology of genetic critique. However, at the moment in which the documents show relations with culture, we need the support of Iuri Lotmans theories of culture and Edgar Morin approach concerning complexity. As we can see, the language of the visual communication of the packaging is exclusive and standardized: is a message transmitted by a fast and artificial text of culture which operates according to the consumer s logic. In this study we shall argue about the generalizations and the singularities, differences and facts in common inside the creative criterion of each graphic designer, as well as restrictions and tendencies concerning the production of the NEW. The task of a designer is to find an association between the sensible and the functional elements, in order to idividualize the language of the packaging. Based on this point of view and with the material of the angencies we intend to nvestigate in which aspect the cultural issues affect a creation of package design |
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Salles, Cecilia AlmeidaSarközy, Marta Simões2016-04-26T18:16:11Z2007-06-192007-05-21Sarközy, Marta Simões. O processo criativo do design gráfico: embalagem. 2007. 156 f. Dissertação (Mestrado em Comunicação) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2007.https://tede2.pucsp.br/handle/handle/4892This paper is whithin the field of visual communication, more specifically, within the graphic design of packaging. The graphic design of packaging consists in the creation of texts, informations and images printed over paper, metal, glass plastic and other laminated surfaces, in which the products are wrapped and sold. Design is a creative process guided by pre-defined concepts to attend certain strategic demands based on commercial, operational, legislative and aesthetic direction. In this exercise, pervade the simbolic and cultural associations, language, art concepts, a certain ideological bias on its project procedure, the sensible, the imagination, the technique and the science in order to compose the visual communication. The fundaments of design are based on dicotomies, such as form and function, tecnique and art, science and art, reason and intuition, objectivity and subjectivity. Observing the documents of the creative process, from the stand point of methodology of the genetic analysis from a semiotic perspective, we intend to point out that design is a mediative activity in which sensibility interacts with intelectual decisions, called by some as rational, technical or scientifical. By the registers of the creative process came from the Portuguese agencies DIVIDENDO and CONCEITO GRÁFICO, as well as the Brazilian IN DESIGN and MÜLLER CAMACHO, we ll perform a critical attendence of the connections and systems enfolded in the development of this communication which ultimate aim is to seduce and fidelize the consumer. Based on these documents, we intend to examine and compare the graphic design creative proceedings by the methodology of genetic critique. However, at the moment in which the documents show relations with culture, we need the support of Iuri Lotmans theories of culture and Edgar Morin approach concerning complexity. As we can see, the language of the visual communication of the packaging is exclusive and standardized: is a message transmitted by a fast and artificial text of culture which operates according to the consumer s logic. In this study we shall argue about the generalizations and the singularities, differences and facts in common inside the creative criterion of each graphic designer, as well as restrictions and tendencies concerning the production of the NEW. The task of a designer is to find an association between the sensible and the functional elements, in order to idividualize the language of the packaging. Based on this point of view and with the material of the angencies we intend to nvestigate in which aspect the cultural issues affect a creation of package designEsta dissertação se insere no campo da comunicação visual, mais especificamente, do design gráfico de embalagem. Entendemos design como um processo de criação em comunicação e o design gráfico de embalagem consiste na criação de textos, informações e imagens impressas sobre superfícies de papel, metal, plástico, vidro e laminados que embalam os produtos. O design é processo de criação direcionado por conceitos pré-definidos para atender demandas estratégicas, técnicas, comerciais, operacionais, legislativas e estéticas. Em sua prática, permeiam as associações simbólicas e culturais, a linguagem, os conceitos de arte, um certo viés ideológico no discurso processual, o sensível, a imaginação, a técnica e a ciência para construir uma comunicação visual. Os fundamentos do design são baseados em dicotomias como forma e função, técnica e arte, ciência e arte, razão e intuição, objetividade e subjetividade. Observando os documentos do processo criador, pela metodologia dos estudos de crítica genética com abordagem semiótica, pretendemos evidenciar que o design é um campo de atividade de produção midiática no qual a sensibilidade interage com as decisões intelectuais, chamadas por alguns de racionais, técnicas ou científicas. Pelos dossiês de criação das agências portuguesas Dividendo e Conceito Gráfico e das brasileiras In Design e Müller Camacho, faremos o acompanhamento crítico das conexões e sistemas envolvidos na construção desta comunicação que visa seduzir e fidelizar o consumidor. Com base nessa documentação, pretendemos estudar e comparar o processo criativo do design gráfico pela metodologia da crítica de processo. Entretanto, no momento em que os documentos estabelecem relações com as culturas, solicitamos os apontamentos acerca da semiótica da cultura, propostos por Iuri Lotman e as reflexões sobre complexidade descritas por Edgar Morin. Como veremos, a linguagem da comunicação visual da embalagem é exclusiva e altamente padronizada: é um texto da cultura de comunicação rápida e artificial que opera conforme a lógica do consumo. Discutiremos as generalizações e particularidades, diferenças e pontos em comum nos critérios da criação de cada designer gráfico, restrições e tendências direcionadoras na produção do novo. O trabalho do designer é encontrar e associar os elementos sensíveis aos funcionais a fim de particularizar a linguagem de sua embalagem. Partindo dessa visão e do material de que dispomos, investigaremos as diferenças dos processos entre si e em quais aspectos as questões culturais afetam a criaçãoapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/13694/Marta%20S%20Sarkozy.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em Comunicação e SemióticaPUC-SPBRComunicaçãoDesign gráfico de embalagemComunicacao visualEmbalagensArtes graficasGraphic design of packagingCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOO processo criativo do design gráfico: embalageminfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTMarta S Sarkozy.pdf.txtMarta S Sarkozy.pdf.txtExtracted texttext/plain247600https://repositorio.pucsp.br/xmlui/bitstream/handle/4892/3/Marta%20S%20Sarkozy.pdf.txt7a2f5840a595ec836a0004dbd5b77d74MD53ORIGINALMarta S Sarkozy.pdfapplication/pdf21453006https://repositorio.pucsp.br/xmlui/bitstream/handle/4892/1/Marta%20S%20Sarkozy.pdfb70887d63c5d692fdc355bd023166fffMD51THUMBNAILMarta S Sarkozy.pdf.jpgMarta S Sarkozy.pdf.jpgGenerated Thumbnailimage/jpeg3344https://repositorio.pucsp.br/xmlui/bitstream/handle/4892/2/Marta%20S%20Sarkozy.pdf.jpgcdeae8260786eea61fb97e89f8fc61ebMD52handle/48922022-04-28 19:13:30.169oai:repositorio.pucsp.br:handle/4892Biblioteca Digital de Teses e Dissertaçõeshttps://sapientia.pucsp.br/https://sapientia.pucsp.br/oai/requestbngkatende@pucsp.br||rapassi@pucsp.bropendoar:2022-04-28T22:13:30Biblioteca Digital de Teses e Dissertações da PUC_SP - Pontifícia Universidade Católica de São Paulo (PUC-SP)false |
dc.title.por.fl_str_mv |
O processo criativo do design gráfico: embalagem |
title |
O processo criativo do design gráfico: embalagem |
spellingShingle |
O processo criativo do design gráfico: embalagem Sarközy, Marta Simões Design gráfico de embalagem Comunicacao visual Embalagens Artes graficas Graphic design of packaging CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
O processo criativo do design gráfico: embalagem |
title_full |
O processo criativo do design gráfico: embalagem |
title_fullStr |
O processo criativo do design gráfico: embalagem |
title_full_unstemmed |
O processo criativo do design gráfico: embalagem |
title_sort |
O processo criativo do design gráfico: embalagem |
author |
Sarközy, Marta Simões |
author_facet |
Sarközy, Marta Simões |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Salles, Cecilia Almeida |
dc.contributor.author.fl_str_mv |
Sarközy, Marta Simões |
contributor_str_mv |
Salles, Cecilia Almeida |
dc.subject.por.fl_str_mv |
Design gráfico de embalagem Comunicacao visual Embalagens Artes graficas |
topic |
Design gráfico de embalagem Comunicacao visual Embalagens Artes graficas Graphic design of packaging CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Graphic design of packaging |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
This paper is whithin the field of visual communication, more specifically, within the graphic design of packaging. The graphic design of packaging consists in the creation of texts, informations and images printed over paper, metal, glass plastic and other laminated surfaces, in which the products are wrapped and sold. Design is a creative process guided by pre-defined concepts to attend certain strategic demands based on commercial, operational, legislative and aesthetic direction. In this exercise, pervade the simbolic and cultural associations, language, art concepts, a certain ideological bias on its project procedure, the sensible, the imagination, the technique and the science in order to compose the visual communication. The fundaments of design are based on dicotomies, such as form and function, tecnique and art, science and art, reason and intuition, objectivity and subjectivity. Observing the documents of the creative process, from the stand point of methodology of the genetic analysis from a semiotic perspective, we intend to point out that design is a mediative activity in which sensibility interacts with intelectual decisions, called by some as rational, technical or scientifical. By the registers of the creative process came from the Portuguese agencies DIVIDENDO and CONCEITO GRÁFICO, as well as the Brazilian IN DESIGN and MÜLLER CAMACHO, we ll perform a critical attendence of the connections and systems enfolded in the development of this communication which ultimate aim is to seduce and fidelize the consumer. Based on these documents, we intend to examine and compare the graphic design creative proceedings by the methodology of genetic critique. However, at the moment in which the documents show relations with culture, we need the support of Iuri Lotmans theories of culture and Edgar Morin approach concerning complexity. As we can see, the language of the visual communication of the packaging is exclusive and standardized: is a message transmitted by a fast and artificial text of culture which operates according to the consumer s logic. In this study we shall argue about the generalizations and the singularities, differences and facts in common inside the creative criterion of each graphic designer, as well as restrictions and tendencies concerning the production of the NEW. The task of a designer is to find an association between the sensible and the functional elements, in order to idividualize the language of the packaging. Based on this point of view and with the material of the angencies we intend to nvestigate in which aspect the cultural issues affect a creation of package design |
publishDate |
2007 |
dc.date.available.fl_str_mv |
2007-06-19 |
dc.date.issued.fl_str_mv |
2007-05-21 |
dc.date.accessioned.fl_str_mv |
2016-04-26T18:16:11Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Sarközy, Marta Simões. O processo criativo do design gráfico: embalagem. 2007. 156 f. Dissertação (Mestrado em Comunicação) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2007. |
dc.identifier.uri.fl_str_mv |
https://tede2.pucsp.br/handle/handle/4892 |
identifier_str_mv |
Sarközy, Marta Simões. O processo criativo do design gráfico: embalagem. 2007. 156 f. Dissertação (Mestrado em Comunicação) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2007. |
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https://tede2.pucsp.br/handle/handle/4892 |
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