Design e consumo: análise visual comparativa de rótulos de cerveja
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Data
2023-05-30
Autores
Alves, Cleiton Hipólito
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
A sociedade contemporânea, em especial a pequena parcela com recursos financeiros e poder de compra e consumo, almeja o acesso à exclusividade, demanda e personalização de seus bens de consumo, nos mais variados segmentos. Tal procura se adequa e se expande também às outras classes. Na área alimentícia encontra-se uma variedade de embalagens e rótulos com estéticas diversificadas, tanto em sua forma quanto no projeto gráfico. No segmento das bebidas, dado o crescimento significativo de novas cervejarias artesanais, aumentou-se a demanda no consumo e desenvolvimento destes rótulos. Tem-se como premissa para rótulo inovador desta bebida aquele que foge do padrão estético baseado nos signos e linguagens do período medieval, já utilizado em demasia, como ícones, símbolos, flâmulas, vinhetas e por vezes, a própria tipografia. Cabe então uma análise mais profunda acerca do design destes rótulos e a decodificação das mensagens, para que seja possível identificar falhas e acertos nestes projetos e colaborar com a produção de novos processos e aplicações. Para este estudo elencou-se um recorte dos principais rótulos desenvolvidos pela Cervejaria Colorado, em seu lançamento considerados projetos gráficos originais e inovadores no mercado, para realizar um contraponto aos rótulos tradicionais das cervejas vistas como populares, comerciais: Antarctica, Brahma e Skol, juntamente à uma seleção de Cervejas Artesanais diversas. Embasado nos estudos em Design, especificamente em Linguagem Visual, Tipografia e Produção Gráfica, o pesquisador analisa o conceito gráfico adotado pelas cervejarias através de revisão bibliográfica para a interpretar a escolha de cores e grafismos aplicados ao conceito, examinar a tipografia, legibilidade e leiturabilidade dos elementos textuais e comparar a estética abordada por outras cervejarias artesanais em relação ao projeto gráfico da Colorado e Populares. Os dados obtidos foram confrontados para verificar se existe um conceito comum entre os projetos gráficos adotados pelas cervejarias, assim como acertos e erros em sua concepção. Verificou-se a presença de pontos em comum, como a escolha de cores, técnicas visuais e aspectos da produção gráfica. Neste sentido, a pesquisa cumpriu com seus objetivos e contribuiu para o aumento da produção bibliográfica sobre desenvolvimento de rótulos, possibilitando também novas proposições e estudos neste campo do Design.
Contemporary society, especially the small portion with financial resources, purchasing and consumption power, desires access to exclusivity, demand and personalization of its consumer goods, in the most varied segments. This demand is adjusted and expanded to other classes as well. In the food area, there is a variety of packaging and labels with different aesthetics, both in terms of shape and graphic design. In the beverage segment, given the significant growth of new craft breweries, demand for consumption and development of these labels has increased. The premise for an innovative label for this beverage is one that deviates from the aesthetic standard based on the signs and languages of the medieval era, already overused, such as icons, symbols, pennants, vignettes and sometimes the typography itself. It is therefore necessary to carry out a deeper analysis of the design of these labels and the decoding of the messages, so that it is possible to identify failures and successes in these projects and to collaborate with the production of new processes and applications. For this study, a selection of the main labels developed by Cervejaria Colorado was targeted, in its launch, considered to be original and innovative graphic designs in the market, to do a counterpoint to the traditional labels of beers seen as popular, commercial: Antarctica, Brahma and Skol, together with a selection of diverse Craft Beers. Based on studies in Design, specifically in Visual Language, Typography and Graphic Production, the researcher analyzes the graphic concept adopted by the breweries through a bibliographical review to interpret the choice of colors and graphics applied to the concept, examine the typography, legibility and readability of the textual elements, and compare the aesthetics approached by other craft breweries in relation to the graphic design of Colorado and Populars. The data obtained were compared to verify if there is a common concept among the graphic designs adopted by the breweries, as well as successes and errors in their creation. The presence of common points was verified, such as the choice of colors, visual techniques and aspects of graphic production. In this sense, the research fulfilled its objectives and contributed to the increase of bibliographical production on the development of labels, also enabling new propositions and studies in the field of Design.
Contemporary society, especially the small portion with financial resources, purchasing and consumption power, desires access to exclusivity, demand and personalization of its consumer goods, in the most varied segments. This demand is adjusted and expanded to other classes as well. In the food area, there is a variety of packaging and labels with different aesthetics, both in terms of shape and graphic design. In the beverage segment, given the significant growth of new craft breweries, demand for consumption and development of these labels has increased. The premise for an innovative label for this beverage is one that deviates from the aesthetic standard based on the signs and languages of the medieval era, already overused, such as icons, symbols, pennants, vignettes and sometimes the typography itself. It is therefore necessary to carry out a deeper analysis of the design of these labels and the decoding of the messages, so that it is possible to identify failures and successes in these projects and to collaborate with the production of new processes and applications. For this study, a selection of the main labels developed by Cervejaria Colorado was targeted, in its launch, considered to be original and innovative graphic designs in the market, to do a counterpoint to the traditional labels of beers seen as popular, commercial: Antarctica, Brahma and Skol, together with a selection of diverse Craft Beers. Based on studies in Design, specifically in Visual Language, Typography and Graphic Production, the researcher analyzes the graphic concept adopted by the breweries through a bibliographical review to interpret the choice of colors and graphics applied to the concept, examine the typography, legibility and readability of the textual elements, and compare the aesthetics approached by other craft breweries in relation to the graphic design of Colorado and Populars. The data obtained were compared to verify if there is a common concept among the graphic designs adopted by the breweries, as well as successes and errors in their creation. The presence of common points was verified, such as the choice of colors, visual techniques and aspects of graphic production. In this sense, the research fulfilled its objectives and contributed to the increase of bibliographical production on the development of labels, also enabling new propositions and studies in the field of Design.
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Palavras-chave
Design gráfico, Identidade visual, Rótulos, Comunicação, Cerveja artesanal, Graphic design, Visual identity, Labels, Communication, Craft beer