A contribuição do perfil de concerns em projetos de retail design

Abstract

This research aims to contribute with Retail Design theoretical and practical body through the methodological perspective of Emotional Design. Seeking to evaluate the possibility to apply the Appraisal Theory (DESMET, 2002) to Retail Design by a concern profile. Characterized as an applied research of exploratory nature, this research has as object of study bistro environments. The fieldwork began with a quantitative validation of a bistro users concern profile through a survey online. The survey result - users concerns ranked by the agreement percentage - was delivered to pairs of designers and architects along with the briefing: "Designing an Experiential Bistro Environment." There were three project sessions with distinct dynamics were proposed regarding the use of the concerns. During the workshops was possible to observe the convergences and divergences regarding the designers' posture along the creative process regarding the concerns profile, motivated also by the workshop dynamic, as the designers’ professional maturity and individual qualities. All along the research, it was also possible to verify the feasibility of users' concerns translation into the bistro’ environment atmosphere, regardless the concern category. Finally, although some adaptations on the method, previously applied for product design, were realized the effectiveness use for Retail Design.