Elementos estéticos no design automotivo e sua influência na percepção do usuário: uma análise do ponto de vista do repertório pessoal

• Ano de defesa: 2021
• Autor(a) principal: Demaison, André Leonardo
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Estadual Paulista (Unesp)
• Palavras-chave em Português: Product design; Automotive design; Product functions; User perception; Personal repertoire; Design de produto; Design automotivo; Funções do produto; Percepção do usuário; Repertório pessoal
• Link de acesso: http://hdl.handle.net/11449/215929

The automotive industry is among the ones that move the world economy the most. More than a means of transportation, the automobile has uniquely transformed the organization of society since the beginning of its production on an industrial scale and has become a status symbol. Cars are at the center of important current discussions, such as urban mobility, diversification of the energy matrix, emission of pollutants and causes of accidents. They are, therefore, one of the most relevant products in the contemporary world and they’re widely studied from the Design perspective. In this way, this research analyzed, from the user's point of view, the relationship between the subject and the object, in order to understand the effect of aesthetic and symbolic elements in the functional perception of the product, using the automobile as a case study. Initially, a Semantic Differential questionnaire was applied with 109 participants of different levels of enthusiasm in relation to automobiles, which allowed us to observe how users identify practical functions from the images of 24 models in five categories. In addition, the questionnaire allowed the selection of five vehicles for the application of the Repertory Grid Technique method (KELLY, 1955) with two different groups: 10 participants considered “specialists” in automobiles and 10 considered “nonspecialists”. With the method, it was possible to understand how users perceive the cars use functions from the aesthetic and symbolic factors attributed to the product. To support the research, studies about Automotive Design and concepts related to Emotional Design (NORMAN, 2008) and the "wow! factor" (DESMET, PORCELIJN and VAN DIJK, 2005) were used on it. This thesis also presents a brief chronology of automotive design and a proposal for the classification of automobiles. From the analysis of the results, it is concluded that the use function of the selected car models are clearly identified by the users by observing the aesthetic elements. However, there is a significant difference in the way the groups view automobiles: “Specialists” are more concerned with practical aspects, while symbolic factors appear more relevantly in the personal repertory of the “Non-specialists” users.