Abstract:Este artigo apresenta as origens dos questionamentos acerca de design autoral, tema central de tese de doutorado em desenvolvimento. O texto pretende fortalecer a pesquisa acadêmica em design e, para isso, problematiza tanto a diferença entre estilo individual e imaginário coletivo, que se refl ete nas relações entre autoria e alteridade em design gráfi co, quanto a mudança de paradigma estético.
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