brand design unifor turma 4 aula 3
TRANSCRIPT
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Estudo de Cores
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Percepção visual:Como vemos?
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Sensibilidade visual
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Uma das áreas fundamentais na construção de uma marca é seu estudo de cores, estatisticamente
80% do reconhecimento de uma marca se dá por sua cor
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Estatisticamente as mulheres tem uma percepção visual mais apurada em relação aos tons das cores.
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Agora somente os HOMENS respondendo
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Dê um nome para cada uma das seis cores
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Conseguiu?
Vamos dificultar um pouco...
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A influência da iluminação
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A luminosidade afeta diretamente nossa percepção visual sobre a cor e pode agir contra ou a favor do resultado.
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A iluminação de um provador pode ser a diferença entre a comprar ou não uma peça de roupa
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A percepção visual é composta basicamente por 3 aspectos:Cor, Saturação e Brilho
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Cor
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O Diabo Veste Prada3 min.
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Vamos começar tratando sobreCírculo Cromático
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É uma representação simplificada das cores percebidas pelo olho humano. Na maioria das vezes ele é representado fatiado como uma pizza, com 12 pedaços, onde cada um deles é representado por uma cor e essas cores são dispostas de maneira a formar um espectro perfeito.
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O Círculo Cromático é composto por doze cores:• Três primárias• Três secundárias• Seis terciárias.
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Este instrumento é utilizado na hora de compor ilustrações coloridas, é uma guia rápida com a qual podemos identificar facilmente as:
• Cores complementares• Cores análogas• Meio-complementares• Outras combinações harmônicas possíveis
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Para compreendermos a complementariedade das cores, fixe o olhar no ponto vermelho por 1 min
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CMYKÉ a abreviatura do sistema de cores formado por ciano (cyan), magenta (magenta), amarelo (yellow) e preto (black*)
* Algumas fontes sugerem que o "K" em CMYK vem da última letra no “Black" e foi escolhido porque B poderia ser confundido com o “Blue”, No entanto, esta explicação , embora útil como uma mnemônica , está incorreta. K é usado como " Key ", que possivelmente foi escolhido porque o preto é usado frequentemente como esboço.
Fonte: Wikipedia
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É o mais utilizado pela indústria gráfica, adotado em copiadoras e impressoras coloridas, e compõe as nuances de cores a serem impressas por meio da superposição reticulada das cores com tinta translúcida.
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Matiz
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Matiz (Hue) É o estado puro da cor, sem o branco ou o preto agregado, e é um atributo associado com a longitude de onda dominante na mistura das ondas luminosas.
O Matiz se define como um atributo de cor que nos permite distinguir o vermelho do azul, e se refere ao percorrido que faz um tom para um ou outro lado do círculo cromático, pelo qual o verde amarelado e o verde azulado serão matizes diferentes do verde.
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Temperatura da cor
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Saturação
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SaturaçãoSaturação ou grau de pureza da cor é um parâmetro que especifica a qualidade de um matiz de cor pelo grau de mesclagem do matiz com a cor branca.
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Brilho
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BrilhoÉ um termo que se usa para descrever que tão claro ou escuro parece uma cor, e se refere à quantidade de luz percebida.
O brilho se pode definir como a quantidade de "obscuridade" que tem uma cor, ou seja, representa o claro ou escuro que é uma cor com respeito a sua cor padrão.
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Pantone Inc.Empresa sediada em Carlstad, Nova Jersey, EUA é uma autoridade em cores há mais de 40 anos, oferecendo produtos e serviços para a comunicação e gerenciamento da cor
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A empresa se tornou mundialmente conhecida através do sistema de medição
Pantone Matching SystemUm sistema inovador para identificar, comparar e comunicar cores que resolve os problemas de reprodução de cores no mercado de artes gráficas.
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Reportagem Mundo S.A, Sobre a Pantone13min.
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A Pantone transformou um produto e serviço em uma marca Guarda-chuva
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A Pantone forjou parcerias com empresas objetivando o ingresso no mercado de varejo, a partir de licenciamentos, coleções e produtos agregados à marca.
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A Cor do Ano
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Como parte da estratégia de marketing da empresa, ha 15 anos a pantone identifica a cor do ano, esta, vira referência para os designers e estilistas do mundo todo, a escolha é feita a partir de uma enorme pesquisa do desejo do consumidor.
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O tom de cada ano é muito esperado pelos criadores de todo o mundo, mas a empresa mantem o segredo a sete chaves antes de ser divulgado, contudo, é fácil identificar sua influência principalmente no mercado da moda e decoração.
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Case Tiffany
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A gigante do mercado de jóias Tiffany, contratou a Pantone para o desenvolvimento de sua paleta de cores, desta parceria surgiu o tiffany-azul, ou pantone 1837 (o código pantone corresponde ao ano que a empresa foi fundada).
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Esse interessante tom de azul é adequado tanto para produções clássicas quanto para as mais modernas.
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Pantone lança nova cor amarela inspirada nos Minions de Meu Malvado Favorito
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Associações às Cores
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As cores são percepções sensoriais compreendidas pelo cérebro, por meio de seu córtex visual, resultante da captura de reflexos luminosos com diferentes comprimento de onda.
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Uma cor é compreendida pelo cérebro não apenas como uma nuance, mas como uma informação visual completa, com uma associação sensorial.
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De acordo com a época e a cultura, as cores são compreendidas de forma diferente.
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O Vermelho era a cor MASCULINA, assim, o menino vestia ROSA
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O Azul era a cor FEMININA, pois significava pureza, assim, a menina vestia AZUL
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Na Medicina
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Luto
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Vermelho
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Pureza Amor Luxúria Ódio
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Uma analogia ocidental para as cores
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Cinzento pode simbolizar o medo ou a depressão, mas é também uma cor que transmite estabilidade, sucesso e qualidade.
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Verde-escuro está associado ao masculino, lembra grandeza e seriedade.
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Verde significa vigor, juventude, frescor, esperança e calma.
Também está associado à ecologia e a inovação.
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Verde-claro significa contentamento e proteção.
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Amarelo transmite calor, luz e descontração, simbolicamente está associado à prosperidade.
É também uma cor energética, ativa que transmite otimismo, está associada ao verão.
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Laranja é uma cor quente, tal como o amarelo e o vermelho. É pois uma cor ativa que, significa movimento e espontaneidade.
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Vermelho é a cor da paixão e do sentimento, simboliza o amor, o desejo, mas também simboliza o orgulho, a violência, a agressividade ou o poder.
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Vermelho escuro significa elegância, requinte e liderança.
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Castanho é a cor da terra, significa maturidade, consciência e responsabilidade.
Está ainda associada ao conforto, estabilidade, resistência e simplicidade.
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Bege é uma cor que transmite calma e passividade.
Está associada à melancolia e ao clássico.
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Branco associa-se à ideia de paz, de calma, de pureza, também está associado ao frio e à limpeza.
Significa inocência e pureza.
No Japão representa Luto.
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Preto está associado à ideia de morte, luto ou terror, no entanto também se liga ao mistério e à fantasia.
Hoje em dia uma cor com valor de uma certa sofisticação e luxo.
Também significa dignidade.
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Azul-escuro, é considerada uma cor romântica, talvez porque lembre a cor do mar, no entanto é uma cor que se associa a uma certa falta de coragem ou monotonia, mas também sobriedade.
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Azul é a cor do céu, do espírito e do pensamento. Simboliza a lealdade, a fidelidade, a personalidade e subtileza. Simboliza também o ideal e o sonho. É a mais fria das cores frias.
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Azul claro significa tranquilidade, compreensão e frescor.
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Roxo transmite a sensação de tristeza. significa prosperidade, nobreza e respeito.
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Lilás, significa espiritualidade e intuição.
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Rosa significa beleza, saúde, sensualidade e também romantismo.
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Salmão está associado à felicidade e à harmonia.
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Rosa claro está associado ao feminino, emite para algo amoroso, carinhoso, terno, suave e ao mesmo tempo para uma certa fragilidade e delicadeza.
Está ainda associado à compaixão.
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Prateado ou cor prata é uma cor associada ao moderno, às novas tecnologias, à novidade, à inovação.
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Dourado ou cor ouro está simbolicamente associado ao ouro e à riqueza, a algo majestoso.
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Vejamos a associação e a composição à partir das cores em uma propaganda.
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Coca-Cola Life Ser padres2 min.
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Design
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O que é Design?
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Design é todo artefato idealizado, elaborado e especificado a partir de um método, que aliado à arte e à técnica concebe um produto que pode ser reproduzido em larga escala, útil para realizar uma tarefa do ser humano.
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Design não é ArteDepende pra quem você pergunte...
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Arte é expressão, design é funçãoArte é estética, design é utilidadeArte é abstração, design é formalismoArte é contemplação, design é ergonomiaArte é sensorial, design é necessidade
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ArteÉ uma peça única, que pode ser reproduzida, mas não duplicada
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DesignÉ desenvolvido na premissa da reprodutibilidade
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Solução Gráfica
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Solução Gráfica ou simplesmente marcaÉ o conjunto de informações visuais que formam o design da marca: logo, paleta de cores, ícones, conceito, guimmick e aplicações.
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A solução gráfica, deve ser construída a partir de um design reprodutível e é necessário a construção do manual da marca, ou manual de identidade visual para que a identidade possa ser preservada.
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Proporção Áurea
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A proporção áurea, número de ouro, número áureo ou proporção de ouro é uma constante real algébrica irracional denotada pela letra grega phi, em homenagem ao escultor phideas, que a teria utilizado para conceber o parthenon, e com o valor arredondado a três casas decimais de 1,618.
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Desde a antiguidade, a proporção áurea é usada na arte, é frequente a sua utilização em pinturas renascentistas.
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Por estar envolvido no crescimento, este número se torna tão frequente e por haver essa frequência, o número de ouro ganhou um status de "quase mágico", sendo alvo de pesquisadores, artistas e escritores.
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O fato de ser encontrado através de desenvolvimento matemático é que o torna fascinante.
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Proporção no Corpo Humano
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Na construção de marcas e produtos
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Philips3 min.
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Regra dos Terços
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Regra dos terços é uma técnica utilizada na fotografia para se obter melhores resultados. para utilizá-la deve-se dividir a fotografia em 9 quadros, traçando 2 linhas horizontais e duas verticais imaginárias, e posicionando nos pontos de cruzamento o assunto que se deseja destacar para se obter uma foto equilibrada.
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Análise de imagem
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Vamos entender como algumas propagandas são compostas em relação a seus elementos semióticos e de composição.
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Análise Gráfica Interestelar5 min.
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Pictografia
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Pictograma é um símbolo que representa um objeto ou conceito por meio de desenhos figurativos.
É comumente adotado para a comunicação universalizada, como em placas de transito, sinalizações em lugares públicos ou avisos.
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Parte do alfabeto japonês foi criado a partir da evolução pictográfica.
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O uso de pictogramas também é largamente adotado na comunicação corporativa como forma de gerar uma unidade visual, tanto na sinalização padrão (setas, banheiros, áreas da empresa) quanto na distinção de atividades.
Vejamos a aplicação de pictogramas para a identificação das modalidades dos jogos de 2016.
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Criação da marca dos Jogos Olímpicos5 min.
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Identidade Visual
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Identidade VisualSintetiza nome, marca, ideia, projeto, produto, empresa, instituição, serviço, comportamento e ação num único símbolo, logotipo e conjunto de formas e cores.
É uma representação gráfica que busca expressar a identidade e tipo de trabalho de uma empresa, além de seus valores sociais e mercadológicos.
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Na sociedade e no trabalho tudo necessita de representação gráfica, desde uma marca até uma sinalização de trânsito, mas além do caráter visual, cada símbolo precisa representar sua origem, qualidade e valores.
No caso da marca de uma empresa, busca-se adequar a mensagem visual ao tipo de público e mercado no qual atua.
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Necessidade de manualizaçãoTambém é fundamental a unicidade perceptiva, ou seja, mesmo que a marca adote variações de cores e formas, deve ser identificada, assim, é recomendável o desenvolvimento de uma manual que normatize ou oriente toda a comunicação, para que a identidade seja mantida com unicidade.
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Qual o principal ativo visual da marca Levi’s?
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Levi’s Tem como um dos, se não o maior ativo visual da marca, sua etiqueta vermelha no bolso traseiro
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Como muitas marcas, a Levi’s trabalha para a identificação de seu universo visual sem o nome, fazendo identificação por forma, cores e conceito gráfico.
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Cruz VermelhaÉ mais que a marca de uma instituição, é um símbolo que intrínseco emocional de ajuda e esperança.
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Poucas marcas no mundo são tão simples, eficientes, reconhecidas e proprietárias de uma carga emocional empática como a Cruz Vermelha.
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Sua Antíntese
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Tanto as marcas como o marketing também podem ser usados para o mal
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O nazismo fez uso de diversas técnicas de comunicação e manipulação de massa para divulgar sua causa
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Embora seja identificado em diversas culturas muito antes do nazismo, a suástica tornou-se globalmente proprietária de uma carga emocional extremamente negativa.
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Até mesmo o formato do bigode de hitler tornou-se um elemento visual de carga negativaEmbora também tenha sua antíntese.
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FedexEm seu universo visual, tem como seus maiores ativos visuais seus envelopes e carros de entrega.
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Globalmente reconhecidos, são identificados como sinônimo de entrega rápida e segura.
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A Fedex também ampliou seu universo visual criando variabilidade em sua marca para as demais atividades do grupo.
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Display em PDVOutra relevante aplicação da identidade visual é o design de embalagem, hoje é comum vermos compsições formadas em gôndolas à partir da montagem de embalagens.
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Vamos ver a composição de um redesign de embalagem
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Redesign de Embalagem Nivea3 min.
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Manual de Identidade Visual
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Manual de Identidade VisualTambém conhecido como manual de identidade visual corporativa ou simplesmente por manual de marca, é um documento técnico, concebido por designers gráficos, contendo um conjunto de recomendações, especificações e normas essenciais para a utilização de uma determinada marca, com o objetivo de preservar suas propriedades visuais e facilitar a correta propagação, percepção, identificação e memorização da marca.
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Boa noite!