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Apresentação Layout

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Apresentação que preparei para uma aula no período que fui monitora (2012) de Comunicação Visual I e Processo de Criação em Publicidade para o curso de Publicidade e Propaganda (UFF), sob a orientação da professora Andrea Hecksher.

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Apresentação Layout

  1. 1. O LAYOUTe técnicas visuais elementates Andrea Hecksher
  2. 2. Layout { Não há palavra melhor do que layout para sintetizar a ideia, a forma, o arranjo ou composição de uma página. (Allen Hurlburt)
  3. 3. Técnicas Visuais e Gestalt• Todos os elementos de um layout serão lidos pelo receptor – inclusive as imagens.• Para que isso aconteça de forma satisfatória, é importante ter conhecimento dealgumas técnicas visuais. São elas: – Pregnância da forma – Hierarquia – Equilíbrio – Contraste – Profusão – Grid
  4. 4. Pregnância{ Na teoria da percepção da Gestalt, a lei da pregnância (Prägnanz) define a organização psicológica como sendo tão “boa” (regular, simétrica, simples) quanto o permitam as condições vigentes. (DONDIS, 1997: 42)
  5. 5. “ Get there faster. ” Ano: 2010 Cliente: Renault Agência: Publicis Frankfurt, Germanyhttp://adsoftheworld.com/media/print/renault_pisa_paris
  6. 6. http://adsoftheworld.com/media/print/bosch_veggi_fear_pepperAno: 2010Cliente: BoschAgência: DDB, Düsseldorf, Alemanha
  7. 7. “ The Identity of Young Chennai. ” Ano: 2009 Cliente: The Times of India Agência: JWT, Chennai, Índiahttp://adsoftheworld.com/media/print/the_times_of_india_the_identity_of_young_chennai
  8. 8. http://adsoftheworld.com/media/print/fedex_usabrazilAno: 2010Cliente: FedExAgência: DDB, Brasil
  9. 9. Hierarquia O Diretor de arte precisa tornar evidente a hierarquia entre os elementos no layout. Isso significa que é preciso estabelecer visualmente uma ordem de importância para cada unidade: a importância da imagem, a importância do título, a importância do texto corrido, etc.
  10. 10. “ Smart Phones For Smart Cookies ” Ano: 2011 Cliente: Huawei Agência: ArnoldFurnace, Sydney, Austráliahttp://adsoftheworld.com/media/print/huawei_ideos_x1_lets_stalk
  11. 11. “ the new skinny can ” Ano: 2011 Cliente: Pepsi Agência: TBWAChiatDay, Los Angeles, EUAhttp://wanphing.wordpress.com/2011/05/28/diet-pepsi-skinny-can/
  12. 12. “ Are you right things? with the obsessed ” Ano: 2011 Cliente: Breast Cancer Foundation Agência: DDB, Cingapurahttp://adsoftheworld.com/media/print/breast_cancer_foundation_spot
  13. 13. Equilíbrio Simétrico • A forma mais evidente e clássica de equilíbrio é a simetria: { É uma formulação visual totalmente resolvida, em que cada unidade situada de um lado da linha central é rigorosamente repetida do outro lado. (Donis A. Dondis) • Essa técnica de design é puramente lógica. • A composição simétrica pode induzir às seguintes percepções: estática, monótona, racional, séria, simples e serena.
  14. 14. http://adsoftheworld.com/media/print/natour_nycAno: 2012 “ Organized tours to hectic destinationsCliente: NatourAgência: Gitam BBDO, Israel ”
  15. 15. http://adsoftheworld.com/media/print/mcdonalds_mccafe_ampm_girl_1Ano: 2011Cliente: McDonald’sAgência: DDB Tribal, Viena, Áustria
  16. 16. Equilíbrio Assimétrico• Diferentemente do que ocorre no layout simétrico, na assimetria infinitosarranjos são possíveis. É uma organização mais dinâmica, e mais viva porquetem pontos de tensão.• Essa técnica de design requer maior habilidade e sensibilidade do designerpois é, sobretudo, intuitiva.• Neste caso deverá ocorrer uma compensação visual.
  17. 17. http://adsoftheworld.com/media/print/diesel_jeans_be_stupid_15 “ Be stupidAno: 2010 ”Cliente: DieselAgência: Anomaly, Londres, Inglaterra
  18. 18. ContrasteO contraste é a técnica visual que mais chama a atenção numa composiçãopois sua natureza é essencialmente o choque entre duas forças antagônicas. Há várias formas de gerar contraste: • Tom: claro X escuro. • Cor: cor quente X cor fria; cores opostas. • Elementos básicos: linha reta X curva. • Forma: forma sinuosa X forma reta. • Escala ou tamanho: grande X pequeno. • Espaço: cheio X vazio. • Tipografia: fonte antiga X fonte sem serifa.
  19. 19. “ Let it out ” Ano: 2011 Cliente: Kleenex Agência: JWT, Londres, Inglaterrahttp://adsoftheworld.com/media/print/kleenex_yesno
  20. 20. “ 100% Electric. ” Ano: 2011 Cliente: Citroën Agência: Euro RSCG, Viena, Áustriahttp://adsoftheworld.com/media/print/citroen_czero_100_electric
  21. 21. “ love free wi-fi ” Ano: 2009 Cliente: McDonald’s Agência: DDB Sidney, Austráliahttp://adsoftheworld.com/media/print/mcdonalds_wifries
  22. 22. http://adsoftheworld.com/media/print/pepsi_surfingAno: 2007 “ dare for moreCliente: PepsiAgência: DDB, Düsseldorf, Alemanha ”
  23. 23. Grid, diagrama, malha ou template O grid é uma forma de racionalizar o espaço do layout. É definida uma malha – quadriculada ou não – onde os módulos nos ajudam a posicionar os elementos criando relações de alinhamento e proporção entre eles. Define-se as margens, divide-se o espaço verticalmente em quantas colunas achar melhor e pode-se dividi-lo também na horizontal. http://en.wikipedia.org/wiki/Grid_(page_layout)
  24. 24. Exemplo de utilização de um grid: http://en.wikipedia.org/wiki/Grid_(page_layout)
  25. 25. GridOs grids são a base sobre a qual todo projeto de design, impresso ou online,deve ser planejado, e são cruciais para se obter coesão, estabilidade econsistência. Primeiro, aprenda, entenda e depois aplique estruturas de gridsimples, depois explore e desenvolva formações mais complexas.Experimente sobrepor grids, um para tipografia, outro para imagens. Dêimpacto a seus designs com grids experimentais, que não precisam sercomplicados. Acima de tudo, não se deixe restringir pelo grid. Afinal, é vocêquem define os parâmetros dele. (Kenny Allan) * * Fonte: Computer Arts Projects ,Ed. 21, P.37
  26. 26. “ No time to stop? Drive thru ” Ano: 2006 Cliente: McDonald’s Agência: Cossette Atlantic, Halifax, Canadáhttp://adsoftheworld.com/media/ambient/mcdonalds_fries
  27. 27. Profusão• A profusão é carregada em direção a acréscimos discursivos infinitamentedetalhados a um design básico, os quais, em termos ideais, atenuam eembelezam através da ornamentação.• Essa técnica é oposta à economia – o mínimo de unidades na composição.E requer grande habilidade
  28. 28. http://adsoftheworld.com/media/print/hubba_bubba_lochnessAno: 2012 “ Blow it out of proportion.Cliente: Hubba BubbaAgência: Gitam BBDO, Tel Aviv, Israel ”
  29. 29. “ Seriously Good ” Ano: 2011 Cliente: Heinz Agência: DDB, Nova Zelândiahttp://adsoftheworld.com/media/print/heinz_seriously_good_pasta_sauce_seriously_juicy
  30. 30. http://adsoftheworld.com/media/print/havaianas_sandals_taxi “ Havaianas. A Brazilian original since 1962.Ano: 2010Cliente: Havaianas ”Agência: AlmapBBDO, São Paulo, Brasil
  31. 31. Forma e Conceito• Para a criação de um bom anúncio, no entanto, não basta aplicar comeficiência as técnicas visuais.• Todas as técnicas vistas deverão estar a serviço do conteúdo, ou conceito.• Uma boa solução de Direção de Arte precisa ter um bom conceito e uma boarepresentação técnica deste.
  32. 32. Fim

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