새로운 소비자 집단의 디자인을 통한 가치 인식 분석

This study focusses on analyzing estimated product´s value perception related to the communicative elements of their design. The Millennial and Gen-Z generations present new and unique consuming behaviors. These two cohorts, framed by globalization, post-recession economies and the use of internet are altering the established conceptions about product’s symbolic value. In this context, to communicate to these new consumers the relevant aspects that will conform their value perception of a product is mandatory. The primary objective of this research will be improving the communication of the points that intervene in the value perception a product thru its design elements; for this will analyze how Millennials and Gen-Z perceive those key design elements. The study also pretends to understand these generation´s new views about what is valuable and how product design can better express these views. For this purpose, here present a methodology that focuses on identifying the intangible desired benefits of a product thru measurements of the user’s perceptions of the Hedonistic and Ergonomic qualities expressed by a product’s design. The research is based on a semantic profile survey and analyzes the efficiency of a product’s design value communication and finds out the elements relevant for value perception on a target group of users. The results obtained in the conducted study case will point that on the surveyed product category the perception of “experiential” factors of the product´s design is the more relevant factor for value communication to the Millennial respondents.