by Infogram
Crie infográficos

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Saiba como foi o principal evento da infografia brasileira que decorreu no final de semana em SP

outubro 21, 2012

Chegou ao fim o INFOLIDE. Durante os três dias do evento, mais de duas centenas de pessoas passaram  pela ESPM (São Paulo), um recorde absoluto naquela que foi a sexta edição do evento anteriormente conhecido como LIDE. E depois do sucesso, a organização já só pensa na edição de 2013.

Banner do INFOLIDE 2012
(image: INFOLIDE)

 

O INFOLIDE foi, mais do que tudo, um mosaico de momentos fascinantes, seja pelos contatos pessoais que se estabeleceram, seja pelo nível técnico dos palestrantes. A parceria com o Curso de Jornalismo da ESPM também parece que veio para ficar, o que se for realmente confirmado irá facilitar bastante o trabalho da organização nos próximos anos.

Mas o que aconteceu então no INFOLIDE 2012? Aqui fica o nosso resumo, um breve ‘filme’ do que se falou, se mostrou e se aprendeu.

 Conhecimento Visual “À la Carte”

A multiplicidade de temas abordados nos Workshops é reveladora da evolução que o design editorial como um todo vem tendo.  No primeiro dia do INFOLIDE, Mário Kanno (editor adjunto de arte na Folha de S.Paulo) mostrou como produzir infográficos claros e atraentes. São mais de 20 anos de experiência sendo compartilhados por alguém que, além do seu trabalho na Folha de SP, também e o criador da Mostra de Infografia (se não leu a nossa conversa aqui no Visual Loop com o Mário, é só clicar aqui).

Ainda na quinta-feira, o editor de arte da Superinteressante, Jorge Oliveira, abordou “A criatividade nos tempos de iPad”, no qual destacou a importância do processo de criação versus a componente técnica do desenvolvimento de aplicativos para estes dispositivos – algo que o mercado editorial ainda está aprendendo no inevitável processo de tentativa e erro.

Já na sexta, foi a vez de Marcos Marques, diretor de arte da Época, falar do design de capas de revista. Sob o tema  “Capas criativas, capas vendedoras“, Marques mostrou exemplos de boas e más práticas de design editorial, incluindo o famigerado plágio entre publicações concorrentes.

O último Workshop era o mais esperado. O infografista espanhol Jaime Serra conversou um pouco sobre o seu processo de trabalho, suas influências e as diversas formas de abordar visualmente uma realidade. “A infografia não pode ser arte, mas bem, a arte sim pode ser infografia” é um título que resume bem a forma multidimensional com que Serra encara o uso desta ferramenta de comunicação.

Todos os Workshops contaram com uma parte prática, e você pode ter mais detalhes sobre o conteúdo de cada um deles aqui.

Mostra de Infografia

Estar diante de mais de 300 infografias produzidas por alguns dos maiores nomes do Brasil é, no mínimo, impactante. Fazer uma seleção dentre esses trabalhos é algo então quase impossível. A Mostra de Infografia  foi um dos pontos altos da programação, e além dos tradicionais nomes (como O Estado de S. Paulo, a Folha de S.Paulo, O Globo,  Superinteressante, Galileu, Época, apenas para citar alguns), também foi possível ficar a conhecer o que outros mercados do segmento editorial estão produzindo. Casos como os da Editora M0derna e da Editora Saraiva mostram que, ao contrário do que acontece lá fora, o mercado da infografia segue aquecido no Brasil e não apenas em jornais e revistas.

No site do INFOLIDE é possível fazer o download dos trabalhos apresentados, não só desta edição mas também das anteriores – ou seja, é imperdível.

Palestras

O sábado foi dedicado exclusivamente às  palestras que estavam na programação. O processo de credenciamento iniciou-se às 09:00 e decorreu sem problemas. Não houve, por isso, nenhum atraso significativo, e eram 10:05 quando o Professor Chico Homem de Melo começou a sua intervenção, falando sobre a “Linha do tempo do design editorial no Brasil“.

Designer e docente da Faculdade de Arquitetura e Urbanismo da USP, Melo é coautor do livro Linha do tempo do design gráfico no Brasil (escrito com Elaine Ramos). A sua apresentação foi, por isso, um agradável desfile pela história de uma arte que chegou tarde ao Brasil – sim, a culpa disso foi dos Portugueses.

Mesmo com o ‘atraso’ de três séculos, ficou evidente para todos os presentes que é uma história rica, marcada por fases distintas porém complementares, caminhando de mãos dadas com as tendências artísticas e culturais de cada época.

De salientar dois alertas que deixou: Primeiro, a importância da preservação do acervo editorial que no nosso País deixa muito a desejar. “Preserva-se o conteúdo e perde-se o design”, comentou ao falar sobre a forma como as bibliotecas desprezam as capas originais para cuidar apenas ‘do miolo’.

O segundo alerta foi em relação à ‘pasteurização’ do trabalho editorial, algo que se deve em grande parte ao surgimento do computador e que pode ter como consequência um abrandamento no ritmo da inovação do setor.

Seguiu-se Alexandre Ferreira, Diretor de Arte da Playboy, que falou sobre “Fotografia em revista“. A sua experiência como diretor de arte de publicações como ELLE, Revista da Web, VIP, Estilo de Vida (InStyle) e Revista A. ficou bem patente na forma descontraída, porém assertiva, como abordou as nuances do trabalho fotográfico único que é feito na Playboy – o tema da primeira parte da sua intervenção.

Na segunda parte, Ferreira falou como evoluiu a sua própria percepção do que é a fotografia erótica, convidando a plateia a navegar por uma série de referências históricas e contemporâneas sobre o tema. Tendo como pano de fundo a eterna discussão do que é ‘real’ no contexto da fotografia (“Fotografia não é e nunca foi sobre Realidade”, disse), o palestrante abriu uma pequena janela para o ‘backstage’ das produções da revista.

Curiosamente, as duas ideias cruciais que, na nossa opinião, sobressaíram da intervenção de Ferreira são completamente transversais na sua aplicação, inclusive para fora do meio editorial: Saber escutar o ‘cliente’ – no caso da Playboy, a mulher sempre está em primeiro lugar – e a importância do trabalho em equipe para atingir um resultado final extraordinário.

Os esforços que a Playboy está fazendo para continuar sendo uma referência no atual contexto de consumo de mídia pela Internet, incluindo o combate á pirataria e as inovações nos ensaios que são produzidos também foi alvo de atenção, com exemplos concretos de ações que a revista está promovendo.

Ainda antes do almoço foi a vez de Guilhes Damian, ex-editor de infografia do Internet Group (IG), subir ao palco. A palestra “Infografia: informação + entretenimento” foi o primeiro momento do dia dedicado exclusivamente à produção de infográficos, marcado por exemplos e ‘causos’ de alguns dos trabalhos mais reconhecidos que a equipe de Guilles produziu.

Foi particularmente interessante a forma precisa como descreveu a relação entre os jornalistas e os departamentos de Arte, um tema que viria a ser revisitado em outros momentos do INFOLIDE. No caso especifico do IG, Guilles enalteceu o fato do departamento de Arte ser tratado como ‘igual’ e não como ‘fornecedor’, com liberdade para sugerir pautas e para recusar os apelos frequentes para que se ‘bolasse um infográfico’ para acompanhar a matéria.

Citando Alberto Cairo por diversas vezes na sua fala, Guilles ainda revisou algumas regras básicas para a produção de um infográfico e explicou um pouco sobre o processo de criação dos trabalhos do IG. Quais os cuidados, as tentações a evitar e a importância crucial da pré-mensuração do esforço para criar um infográfico versus a sua vida útil na Internet foram alguns dos pontos focados.

Pouco antes das 14:30, foi a vez da apresentação de Jaime Serra,  e para as mais de duzentas pessoas presentes a sensação depois de estar aproximadamente uma hora submetido à avalanche sensorial’ do Redator-chefe adjunto do La Vanguardia poderia ser descrita como estupefação.

Aqueles que já acompanham o trabalho de Serra talvez não tenham ficado assim tão surpresos, uma vez que a palestra “Uma história que contar” foi composta por narrativas publicadas na coluna semanal do La Vanguardia. Mesmo assim, existe uma diferença substancial entre ler e escutar essas pequenas histórias contadas pelo próprio autor.

Iremos falar novamente sobre esta apresentação em um próximo post aqui no Visual Loop Brasil. Para já, o INFOLIDE publicou um resumo mais detalhado do que foi a palestra de Jaime Serra aqui.

A série de palestras terminou com a intervenção de  Simon Ducroquet (infografista da Folha de S.Paulo que já foi destaque no nosso Portfólo da Semana). Na sua palestra intitulada “Videográfico: quando a infografia se mexe e fala“, Simon mostrou como da proatividade pode nascer um produto. De fato, não sendo nada de novo, a videografia ainda é pouco explorada dentro das redações. “Começou como uma forma de maximizar a produção em 3D que já era feita para os infográficos estáticos”, revelou.

Hoje, o videográfico é um produto cada vez mais consolidado dentro da Folha, e que tem como principais diferenciais o fato de ser multiplataforma e totalmente voltado para a realidade atual de consumo de mídia pela internet. 

Uma biografia mais detalhada dos palestrantes está disponível no site do INFOLIDE.

Multímida à mesa

A última atividade do evento foi a mesa-redonda composta por Alexandre Ferreira, Fábio Marra  (editor de arte da Folha de S.Paulo), Fabio Uehara (Coordenador de novos negócios da Companhia das Letras), Guilhes Damian e Ricardo Fiorotto (Diretor de Convergência da Globo ), e mediada por Alexandre Lucas, da Revista Época.

Sob o tema “A dor e a delícia de ser multimídia” , os convidados deambularam entre o atual momento do mercado editorial e a sua relação com a web, algo cada vez mais determinante no modelo de negócios das empresas do setor, que “ainda não aprenderam a a ganhar dinheiro com a Internet”, segundo Fábio Marra. Ele contou um pouco da sua visita à redação da Wired, e da sua surpresa por ver que eles compartilham dos mesmos desafios que os portais brasileiros, quando o assunto é a presença online e mobile.

Guilles levantou a questão da formação do jornalista que precisa ser repensada, enquanto Alexandre Ferreira já defende que o principal obstáculo para o sucesso é a segregação dentro das redações. Sem surpresa, todos concordaram que esse é o grande problema que os departamentos de Arte vivenciam no seu dia a dia.

Isso significa que é o próprio modelo de gestão que deve ser colocado em causa, uma (r)evolução que já vem tarde e na qual a migração de parte do poder quase absoluto que os jornalistas ainda ostentam se faz imprescindível.

Outros pontos, como o anuncio da chegada do New York Times ao Brasil, o papel do Especialista nas redações, a busca constante por ideias e a facilidade que existe atualmente em se criar algo novo também foram alvo de discussão. O tempo passou depressa demais neste bate-papo que poderia durar muitas e muitas horas.

To be continued…

Podemos concluir, por tudo o que vimos e ouvimos sobre o evento, que se o objetivo era consolidar o INFOLIDE como a referência no nosso País, ele foi plenamente atingido. É óbvio que há espaço para melhorar, para crescer – por exemplo, quem sabe a Mostra não vira um Prêmio, como o Mário Kanno disse?

Mas essa mesma tônica de crescimento – que sempre foi uma característica do LIDE – manteve-se, e o amadurecimento de que a Renata Steffen nos falou há algumas semana atrás também foi bem visível nos mínimos detalhes. Nada de falhas técnicas, atrasos injustificados ou outros pequenos lapsos que teimamos em considerar frequentemente como ‘normais’. Só quem está nos bastidores de um evento como este é que tem noção das dificuldades, e por isso aqui fica a nossa saudação a todos os que estiveram envolvidos na organização do evento. Parabéns à Mandacaru eventos, peça determinante para esse sucesso, e a todos os que colaboraram.

Foram estas as nossas impressões gerais do INFOLIDE. Por ter sido a primeira vez que estivemos presentes no evento, talvez falte, neste texto,  um pouco mais de comparação com o que aconteceu nas outras edições. Deixamos, por isso mesmo, o convite para que compartilhe as suas impressões nos comentários.

E com certeza, ainda iremos falar do evento aqui no Visual Loop Brasil ao longo das próximas semanas – é impossível esgotar tudo o que foi transmitido ao longo do INFOLIDE em um único post.

Ou seja: To be continued…

 

 

Links: INFOLIDE

 

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Escrito por Tiago Veloso

Tiago Veloso is the founder and editor of Visualoop and Visualoop Brasil . He is Portuguese, currently based in Bonito, Brazil.

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