Priscila Lena Farias / Anna Calvera Marcos da Costa ... - Blucher

The Graphic Translation by the Designer’s sensitive rationality
6. Conclusion
The needed for a strong brand is a fact, because the branding becomes
one of the most valuable asset of a company. In a competitive
market with several corporations offering similar services,
differentiation is critical for the choices of users who fall into
that provide them with greater emotional value. The design contributes
to this differentiation, adding intangibles aspects to
the visual identity. Currently, the business world considers the
focus on a brand as a condition, a relationship of co-authoring
user-sender of the message, a partnership in which the user
participates in the production of value creation, or what is interesting
to him, ie, the designer must interpret what is the vision
of user value, making it a partner and co-producer of creation
that results in innovation.
Global trends in consumer behavior highlights the postmodern
consumer, based on mindtyles, returned to the aesthetic
sense, the sensory, and pleasure in everyday experiences. In an
age of sensitive rationality and knowledge-based economy, the
design makes the difference. In the case of communication directed
to educational institution costumers, the character creation is
effective, because they attract the attention and populate a child’s
imagination, providing an emotional experience, which can be permanently
related to the company’s brand.
A sensitive rationality and the skills used by the designer (observation,
empathy, imagination, and finally the configuration),
as well as their specific competence, knowledge and attitudes in
this case were crucial to this innovation. It possible to translate
the character and graphic elements the value expected
by customers, who associate this value to the organization,
which turns into a positive emotional experience.
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About the author(s)
Ana Paula Perfetto Demarchi is doctor at Design Department at
the Universidade Estadual de Londrina. Interests about design
management, Knowledge Management, design thinking, strategic
design, visual communication.
Cleuza Bittencourt Ribas Fornasier is doctor at Design Department
at the Universidade Estadual de Londrina. Interests about
Knowledge Management, design thinking, design management,
fashion design.
Rosane Fonseca de Freitas Martins is doctor at Design Department
at the Universidade Estadual de Londrina. Interests about
visual communication, design thinking, design management,
editorial design for children and teens.
Design Frontiers: Territiories, Concepts, Technologies 505