Pensamento e concepção visual na direção de arte

Abstract

Art direction is the stage of the publicity process in which one builds the advertisement in its imagery form (visual). Motivated by the lack of perspective directed to the visual thinking, this study researches, discuss and, at last, tries to present a methodology of visual reasoning focused on the area of art direction, in order to foment its systematization. For such, is presented a vision about the meaning of art direction, a historical perspective, its current situation and affinities with other areas, like design, art and creativity. Thus, are also approached some factors that surround the creative process and creativity, demonstrating some existing methods that assist the publicity process in the stage of concept creation, which precedes the visual stage. Entering the visual stages and the lack of the mentioned methodologies, in this study are placed in the agenda some existing methods that approach the visual design, even that they still share the attention with the content plan and the conceptual steps. At last, a comparative between these methods will be accomplished, what subsidizes the proposition of a visual reasoning focused on the expression plan and the visual composition.