Loading...
Publication
O contributo da tipografia cinética para publicidade
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 64.13 MB | Adobe PDF |
Authors
Abstract(s)
O presente projeto tem como objetivo compreender o
impacto e potencial da tipografia cinética na publicidade,
analisando como esta pode servir uma ferramenta eficaz para
as marcas alcançarem os seus objetivos de comunicação e
vendas. A investigação adotou uma metodologia mista, que
incluiu revisão literária, análise documental, estudos de caso
e o rebranding da marca Johnson. A revisão literária
explorou conceitos e avanços na tipografia cinética,
contextualizando o fenómeno no ambiente publicitário atual.
A análise documental permitiu observar exemplos práticos
de tipografia cinética em campanhas publicitárias,
identificando padrões e tendências. Os estudos de caso
demonstraram a eficácia da tipografia cinética na captação
da atenção do público e na promoção de identidades visuais
únicas. O rebranding da marca Johnson exemplificou o
potencial da tipografia cinética na construção de uma
identidade visual dinâmica, destacando a criação de um novo
logótipo. A validação dos questionários indicou uma opinião
favorável da maioria dos inquiridos em relação à tipografia
cinética, reconhecendo a sua influência nas emoções e nas
decisões de compra. Os resultados mostraram que elementos
visuais aumentaram a notoriedade da marca, sendo as redes
sociais a plataforma mais adequada para a tipografia cinética.
Em conclusão, o estudo evidenciou que a tipografia cinética
desempenha um papel essencial na publicidade moderna,
servindo como uma poderosa ferramenta para a construção
de marcas inovadoras e memoráveis.
This project aims to understand the impact and potential of kinetic typography in advertising, analyzing how it can serve as an effective tool for brands to achieve their marketing communication goals and sales. The investigation adopted a mixed methodology, which included literary review, documentary analysis, case studies and the rebranding of the Johnson brand. The review explored concepts and advances in typography kinetic, contextualizing the phenomenon in the current advertising environment. The documentary analysis allowed us to observe practical examples of kinetic typography in advertising campaigns, identifying patterns and trends. The case studies demonstrated the effectiveness of kinetic typography in capturing public’s attention and promoting unique visual identities. The rebranding of Johnson’s brand exemplified the potential of kinetic typography in building a dynamic visual identity, highlighting the creation of a new logo. The validation of the questionnaires indicated a favorable opinion from most respondents in relation to kinetic typography, recognizing its influence on emotions and purchasing decisions. The results showed that visuals elements increased the brand's notoriety, with social networks being the platform best suited for kinetic typography. In conclusion, the study showed that kinetic typography plays an essential role in modern advertising, serving as a powerful tool for building innovative and memorable brands.
This project aims to understand the impact and potential of kinetic typography in advertising, analyzing how it can serve as an effective tool for brands to achieve their marketing communication goals and sales. The investigation adopted a mixed methodology, which included literary review, documentary analysis, case studies and the rebranding of the Johnson brand. The review explored concepts and advances in typography kinetic, contextualizing the phenomenon in the current advertising environment. The documentary analysis allowed us to observe practical examples of kinetic typography in advertising campaigns, identifying patterns and trends. The case studies demonstrated the effectiveness of kinetic typography in capturing public’s attention and promoting unique visual identities. The rebranding of Johnson’s brand exemplified the potential of kinetic typography in building a dynamic visual identity, highlighting the creation of a new logo. The validation of the questionnaires indicated a favorable opinion from most respondents in relation to kinetic typography, recognizing its influence on emotions and purchasing decisions. The results showed that visuals elements increased the brand's notoriety, with social networks being the platform best suited for kinetic typography. In conclusion, the study showed that kinetic typography plays an essential role in modern advertising, serving as a powerful tool for building innovative and memorable brands.
Description
Keywords
Tecnologia Publicidade digital Animação Tipografia cinética