O designer na discussão da heterogeneidade do envelhecimento: estudo de caso do redesign de marca com participação de idosos

Abstract

Ageing brings with itself new demands, requiring more study and activities from various segments to assist the elderly public. For that, it’s essential to comprehend the heterogeneity as an unique individual and collective experiences built during one’s lifetime, which accentuates as they get older. The designer, due their social and multidisciplinary nature, can help together with the elderly user to build new meanings. For the following study, an a group of elderly people’s logo has been redesign with the participation of its own members by the use of tools from participatory design such as interactive panel, semantic differential scale, semistructured interviews and drawing workshop. A big difference was seen by the inclusion of the elderly user in the process, as much as on receptivity, conceptualization, aesthetic patterns e most importantly, in how much the user recognized and identified themselves on the new logo. Hopefully, with this exploratory study, students and professionals might be encouraged to research and work more for and with the elderly.