Design para os sentidos: experiências sensoriais em espaços comerciais
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Data
2017-07-27
Autores
Mariño, Gustavo Adolfo Gomez [UNESP]
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
A dinâmica econômica e fenômenos como a globalização apoiados por uma ampla circulação de inovação e tecnologia têm aumentado a competitividade entre diversos setores produtivos e de serviços. A grande disponibilidade e variedade de produtos existentes no mercado junto aos diferentes canais de compra têm gerado um consumidor mais exigente em termos estéticos, de funcionalidade e de identidade; um consumidor que procura satisfazer suas necessidades de consumo com produtos e serviços que sintetizam sua individualidade e que produzem significados pessoais. Dessa forma, o design, em sua natureza interdisciplinar, é convidado a trabalhar com outras áreas para conceber experiências distintivas para os consumidores; experiências que se constroem ao redor dos produtos e serviços, mas que permitem a participação dos clientes de uma forma mais ativa. Esta pesquisa teve como objetivo estudar de que forma o design, em colaboração com outras áreas, participa na construção de experiências sensoriais em ambientes comerciais, para gerar afinidade com o consumidor. Para validá-la, utilizou-se a metodologia de estudo de caso de Yin (2013) em nível exploratório, realizando coleta de dados por meio de entrevista semiestruturada e observação direta em duas lojas de moda - uma feminina e uma masculina. Os dados coletados foram examinados de forma qualitativa tendo como foco o que foi projetado em nível sensorial no ambiente das lojas e o que foi percebido pelo consumidor final nesses espaços. O propósito da pesquisa, além de entender e analisar os recursos utilizados pelos profissionais envolvidos na projeção das experiências sensoriais dos ambientes, é refletir sobre outros campos de ação onde o designer pode contribuir com suas habilidades.
Economic dynamics and phenomena such as globalization, supported by an extensive circulation of innovation and technology, have increased the competitiveness among various sectors of products and services. The wide availability and variety of products on the market along with the different distribution channels have generated a more demanding consumer in terms of aesthetics, functionality and identity; a consumer who seeks to satisfy his needs with products and services which express his individuality and generate personal meanings. In this way, design, in its interdisciplinary nature, is invited to work in collaboration with other areas to evoke different experiences in the consumers, experiences which are built around products and services, and beyond that, experiences which allow the participation of customers in a more active way. This research aimed to study how the design in collaboration with other disciplines, participate in the construction of sensory experiences in commercial environments to generate affinity with the consumer. To validate this study, the methodology of Yin (2013) was used at an exploratory level, performing data collection through semi-structured interviews and direct observation in two fashion stores, one was a female store and the other one was a male one. The collected data was examined in a qualitative way, focusing on what was projected at a sensorial level in the store environment and what was perceived by the final consumer in those areas. The purpose of the research, besides understanding and analyzing the resources used by the professionals involved in the projection of the sensory experiences of the environments, is to reflect about other fields of action where the designer can take advantage of his abilities.
Economic dynamics and phenomena such as globalization, supported by an extensive circulation of innovation and technology, have increased the competitiveness among various sectors of products and services. The wide availability and variety of products on the market along with the different distribution channels have generated a more demanding consumer in terms of aesthetics, functionality and identity; a consumer who seeks to satisfy his needs with products and services which express his individuality and generate personal meanings. In this way, design, in its interdisciplinary nature, is invited to work in collaboration with other areas to evoke different experiences in the consumers, experiences which are built around products and services, and beyond that, experiences which allow the participation of customers in a more active way. This research aimed to study how the design in collaboration with other disciplines, participate in the construction of sensory experiences in commercial environments to generate affinity with the consumer. To validate this study, the methodology of Yin (2013) was used at an exploratory level, performing data collection through semi-structured interviews and direct observation in two fashion stores, one was a female store and the other one was a male one. The collected data was examined in a qualitative way, focusing on what was projected at a sensorial level in the store environment and what was perceived by the final consumer in those areas. The purpose of the research, besides understanding and analyzing the resources used by the professionals involved in the projection of the sensory experiences of the environments, is to reflect about other fields of action where the designer can take advantage of his abilities.
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Palavras-chave
Design, Experiências sensoriais, Consumo, Sensory experiences, Consumption, Diseño, Experiencias sensoriales