A customização automotiva sob a ótica do design emocional

Abstract

Design has acted throughout the history of the industrialized world as an agent responsible for the elaboration of materiality. In this context, it is possible to observe that design has assumed a relevant role in modernity, especially with regard to the individual's particularities. Products are designed and modified to better serve users, making them exclusive objects, imbued with emotion and symbolic representation. This scenario is repeated with relatively simple production products, such as a basic garment, but also with more complex products such as a car, which among the products after the Industrial Revolution, it is one of the most socially representative, having one of the most extensive and widespread customization cultures worldwide. In view of the above, it is necessary to analyze the emotional relationships that interfere in the design of automotive customization projects. In this focus, the research aimed to analyze the role of emotional design in structuring customized car projects. Therefore, based on a methodological basis supported by qualitative research, of an exploratory-descriptive nature, having as scope users of customized cars, and in the light of the concepts of emotional design, it was possible to analyze how the relationships between individuals and objects are developed. As a result, it was possible to obtain a theoretical substrate on the role of emotional design in automotive customization projects.