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Identidade visual de marcas alimentares
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As marcas têm vindo a apostar em identidades visuais fortes e que expressam os seus valores e, num contexto atual onde os públicos já não só valorizam unicamente os produtos que compram mas também com o que a marca representa, estas têm vindo a direcionar o seu propósito com base na perspetiva do consumidor e não tanto como o da marca em si. Mas o elemento visual continua a ser um fator importante para criar lembrança na mente do consumidor. Centrado na identidade visual de marcas gráficas alimentares, este projeto visa para a contribuição no âmbito da perceção visual, através do estudo dos componentes que a constituem, e a relação direta que pode influenciar a decisão de compra do consumidor. O projeto foca-se em encontrar características comuns entre as marcas alimentares em estudo analisada na sua maioria através de uma investigação de carácter não-intervencionista. As marcas estudadas fazem parte do quotidiano do consumidor. Através desta investigação, espera-se obter resultados favoráveis e fatores dominantes que contribuam para dar uma resposta para o tema em análise.
Brands have been focusing on strong visual identities that express their values and, in a current context where audiences no longer only value the products they buy but also what the brand represents, they have been directing its purpose based on the consumer's perspective and not so much as that of the brand itself. But the visual element remains an important factor in creating remembrance inthe consumer's mind. Focused on the visual identity of graphic food brands, this project aims tocontribute in the scope of visual perception, through the study of the componentsthat constitute it, and the direct relationship that can influence the consumer'spurchase decision. The project focuses on finding common characteristics among the food brandsunder study analyzed mostly through a non-interventionist investigation. The brands studied are part of the consumer's daily life. Through this investigation, it is expected to obtain favorable results and dominant factors that contribute to giving an answer to the topic under analysis.
Brands have been focusing on strong visual identities that express their values and, in a current context where audiences no longer only value the products they buy but also what the brand represents, they have been directing its purpose based on the consumer's perspective and not so much as that of the brand itself. But the visual element remains an important factor in creating remembrance inthe consumer's mind. Focused on the visual identity of graphic food brands, this project aims tocontribute in the scope of visual perception, through the study of the componentsthat constitute it, and the direct relationship that can influence the consumer'spurchase decision. The project focuses on finding common characteristics among the food brandsunder study analyzed mostly through a non-interventionist investigation. The brands studied are part of the consumer's daily life. Through this investigation, it is expected to obtain favorable results and dominant factors that contribute to giving an answer to the topic under analysis.
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Palavras-chave
Marcas alimentares identidade visual características gráficas marca gráfica consumidor Food brands visual identity graphic features graphic brand consumer