Design emocional e o antropomorfismo: percepção visual das expressões emocionais na face automotiva

Abstract

Since its beginnings and in its most rudimentary form, the car has been an object of prestige and symbolism, as it allows to take it further and faster. Over the centuries, the formal transformations it has undergone have made the automobile an object of desire and, above all, full of symbolism. In this sense, the present dissertation deals with the perception of anthropomorphic forms in automobiles based on Norman's (2008) approach to emotional design, with emphasis on the relationships of emotional expressions on the human face. The literature emphasizes the natural inclination of the human being in the search for humanoid references in things, objects or events, according to Guthrie (1993), however, until then, there was no affective direction of these perceptions, thus, this research aims to guide the emotional perception in the forms of automobiles based on the concept of anthropomorphism. For this, the comparative method was used in order to establish formal associations, in order to relate the expressive traits of seven basic emotional expressions, described by Ekman (2011), to the formal traits observed on the front of the cars, from the data obtained with the analyzes performed by Windhager et al. (2008) and, finally, to establish the relationships of emotional expressions between human and automobile. It is concluded that the general objective of the research was reached, by relating traits of automotive design to the seven basic emotional expressions, in the understanding that human projections on objects are necessary, since they facilitate the perception and understanding of ourselves in space symbolic.