Design de comunicação visual nas Organizações da Sociedade Civil: perspectivas e práticas de um campo de atuação

Abstract

Non-Governmental Organizations in Brazil play a prominent role in promoting citizenship, fighting for the rights of less privileged groups of the population and promoting environmental conservation. As organizations, they need to communicate with their internal members, with each other and with the social environment that surrounds them. Visual communication design, with its ability to design symbolic graphic and textual elements to materialize visual narratives, can influence the way people perceive products, services and brands. Therefore, they can become powerful tools for organizational communication for NGOs, not only to consolidate their institutional image, but also to generate more efficiency, in terms of reaching and engaging the audience, of their projects and social mobilization campaigns. Based on this scenario, this exploratory and qualitative research seeks to investigate NGOs as a field of activity for visual communication design, from the perspectives of design practices and products, and the strategic role that this professional activity has and can have in Non-Governmental Organizations. For this, eight interviews were carried out with NGOs from the cities of Rio de Janeiro and São Paulo, between 2021 and 2022, in addition to a brief historical contextualization of this type of organization in Brazil and the survey of a theoretical framework in design to support the analyzes elaborated.