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Análise da história e simbologia do cor de rosa e o seu papel no design de comunicação
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| 106.23 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Esta dissertação analisa o cor de rosa enquanto fenómeno social e
cultural, focando-se no seu papel na cultura visual e no design de
comunicação. Ao longo da história, o cor de rosa passou por vários
processos de significação, desde a infantilização feminina ao
ativismo político. Deste modo, apesar da aparente simplicidade e
inofensividade, a cor apresenta uma carga simbólica complexa e
muitas vezes contraditória, tornando-se necessário compreendê-la
profundamente. Assim, o estudo procura responder à seguinte
questão: Dada a história e simbologia do cor de rosa, qual é o seu
papel atual no design de comunicação?
Para tal, foram investigadas as origens e as transformações de
significado desta cor ao longo do tempo, bem como os estereótipos
e preconceitos que lhe foram associados, em diferentes contextos e
tonalidades. A dissertação recorre a uma abordagem semiótica e
cultural para compreender como esta cor comunica visualmente e
quais os impactos das suas utilizações na perceção pública.
Através da análise de exemplos práticos relevantes, os resultados
mostram que o cor de rosa é uma cor extremamente polissémica e
que continua num processo de significação constante,
influenciando e sendo influenciada diretamente pela cultura visual.
Esta investigação defende a importância de um uso consciente
desta cor, questionando as normas tradicionais e propondo
abordagens mais inclusivas e livres de preconceitos.
Sendo assim, esta dissertação pretende oferecer uma reflexão crítica
sobre o potencial simbólico do cor de rosa e sobre o papel do
designer na construção de significado.
This dissertation analyses the colour pink as a social and cultural phenomenon, focusing on its role in visual culture and communication design. Throughout history, the colour pink has undergone various processes of signification, from female infantilisation to political activism. Thus, despite its apparent simplicity and harmlessness, the colour has a complex and often contradictory symbolic charge, making it necessary to understand it in depth. The study therefore seeks to answer the following question: Given the history and symbolism of the colour pink, what is its current role in communication design? To this end, the origins and changes in meaning of this colour over time were investigated, as well as the stereotypes and prejudices associated with it, in different contexts and shades. The dissertation uses a semiotic and cultural approach to understand how this colour communicates visually and what impact its use has on public perception. Through the analysis of relevant practical examples, the results show that pink is an extremely polysemic colour that continues in a process of constant signification, directly influencing and being influenced by visual culture. This research advocates the importance of a conscious use of this colour, questioning traditional norms and proposing more inclusive and prejudice-free approaches. As such, this dissertation aims to offer a critical reflection on the symbolic potential of the colour pink and the role of the designer in constructing meaning.
This dissertation analyses the colour pink as a social and cultural phenomenon, focusing on its role in visual culture and communication design. Throughout history, the colour pink has undergone various processes of signification, from female infantilisation to political activism. Thus, despite its apparent simplicity and harmlessness, the colour has a complex and often contradictory symbolic charge, making it necessary to understand it in depth. The study therefore seeks to answer the following question: Given the history and symbolism of the colour pink, what is its current role in communication design? To this end, the origins and changes in meaning of this colour over time were investigated, as well as the stereotypes and prejudices associated with it, in different contexts and shades. The dissertation uses a semiotic and cultural approach to understand how this colour communicates visually and what impact its use has on public perception. Through the analysis of relevant practical examples, the results show that pink is an extremely polysemic colour that continues in a process of constant signification, directly influencing and being influenced by visual culture. This research advocates the importance of a conscious use of this colour, questioning traditional norms and proposing more inclusive and prejudice-free approaches. As such, this dissertation aims to offer a critical reflection on the symbolic potential of the colour pink and the role of the designer in constructing meaning.
Description
Keywords
Cor de rosa Design de comunicação Cultura visual Semiótica Estereótipos