Abstract
Graphic design is a discipline that aims the effectiveness of communication, but always comprises an expressive component. In order to reach this expressive component, the designer must know the society in which he lives in, and particularly its expressive manifestations from various sources. In this context, one of the most interesting manifestations is ethnography and folk art. In this article we describe the graphic design process of an olive oil brand based on Portuguese ethnographic motifs. We intend, therefore, to demonstrate how the traditional popular visual culture can be reinterpreted and adapted to the present time, and in this way, to be valued and preserved.
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Rolo, E. (2021). Graphic Design and Ethnography: The Use of Folk Art to Create a Visual Identity. In: Rebelo, F. (eds) Advances in Ergonomics in Design. AHFE 2021. Lecture Notes in Networks and Systems, vol 261. Springer, Cham. https://doi.org/10.1007/978-3-030-79760-7_100
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DOI: https://doi.org/10.1007/978-3-030-79760-7_100
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