Design e percepção de valor: a influência da estética do produto na decisão de compra do consumidor

Abstract

Product design currently stands out as a key element for effective communication between organizations and consumers. However, there remains a gap in both academic research and market understanding regarding how visual elements specifically impact the subconscious and the perception of value at the moment of purchase. Thus, this study sought to answer the following question: how does design affect the perception of value, and in what way does it influence consumer purchasing decisions? To this end, the study aimed to analyze how a product's design and aesthetics influence the perception of value and the purchasing decision-making process. Methodologically, a mixed-methods approach was adopted, combining basic and applied research with an exploratory nature. Data collection was conducted through a field study using structured questionnaires based on the Likert scale; these were distributed via Google Forms to a diverse sample of consumers to capture a range of perceptions. The results revealed that visual elements such as color, shape, and texture significantly impact a product's appeal to the public. This demonstrates that aesthetics is a decisive factor in decision-making, often taking precedence over the item's technical function. These findings highlight the role of design as a competitive advantage capable of shaping consumer behavior and the perception of product value.