Storytelling como estratégia a partir da perspectiva do design emocional

Abstract

Telling stories is one of the most natural ways to share information, and it is as old as the human species itself. As human beings, we think in narrative structures and primarily remember events in story format. Beyond mere recording and construction of information, when a certain amount of emotion is added, stories have also shown to have a great power to provoke emotional impacts on those who receive them, as long as they are told in the right way. Given this, it was found that there is a possible connection between storytelling and the field of emotional design, a design discipline interested in the practice of designing with the explicit objective of provoking or avoiding certain emotions in its audience. To investigate this connection, this study is proposed, situated in the market segment of the brewing sector. To achieve this, in addition to conducting theoretical investigations on the two main elements of the work, a field research of an applied nature was structured, with a qualitative approach, divided into four main sections. The first section investigates the emotional relationships between an audience and the consumption of alcoholic beverages and, more specifically, beer, generating an emotional matrix upon which to design. The second section employs a case study, using the content of a real brewery to design a storytelling that makes use of the emotion resulting from the investigation of the previous section. Based on this, the third section of this research focuses on testing the constructed brand narrative to verify the emotional reactions obtained from the practice, and finally, in the fourth and last section of this paper, discusses the results obtained from the research up to this point and provides design directions based on this. The findings of this research led to the recommendation of new design approaches, utilizing storytelling from the perspective of emotional design in consumer experiences proposed by brewing sector brands, aiming to establish new emotional connections with their audience.