Simplicidade no design de produtos: o uso da simplicidade como embasamento na criação da imagem e reposicionamento de marca da Apple a partir de 1998

Abstract

This research proposes a study of the use of Marketing strategies at the brand positioning of the company Apple Computers since 1998. Furthermore, it looks for the analyses of the visual modifications of its product designs through simplicity e stylization, adding a young and creative value to the enterprise. How Apple used the Marketing strategies and the design modification of its products to enable the repositioning of its brand, enriching the image of the company as inovative? It is the question that drives the studies presented. As theorical basis, it will be introduced, mainly, notions about Gestalt and basic functions of the product at the Design brought by João Gomes Filho and Rudolph Arnheim, the laws of simplicity brought by John Maeda and the concepts of marketing strategies and brand positioning centered McCarthy, Ai Ries and Jack Trout. The study objects will be focused on four specific produtcs: PowerBook G3, Power Macintosh G3, iBook and iMac, besides the marketing strategies by which Apple tried to reach the consumer. It will be used ad campaings, products released after 1998 by Apple and other companies products to fit in the notions presented and facilitate the comprehension of the matter.