Proposta de metodologia de avaliação da identificação usuário x marca em identidades visuais adaptativas

Abstract

This paper aims to propose an analysis methodology for adaptive visual identities (AVIs), specifically those that use interactions to create and implement their variations. The analysis focuses on whether the interaction factors used in the development of AVIs influence the user experience in relation to the brand represented, and in this case, if there is an identifying relationship between the user and the AVI generated by them, and also theirs with the original corporate brand. The proposed methodology was based on studies on user experience, on the analysis of user interaction with the tool that generates the AVI variation, and also on the studies by Maffezzolli and Prado to measure user identification with its variation of the AVI and with the corporate brand. To apply the methodology, an evaluation of the Scuola di Musica di Fiesole was made, the AVI was developed by students at the Florence Institute of Artistic Industries (Italy), who used the original logo developed by Fernando Farulli and transformed it into an adaptive visual identity. This object of study was selected because it has its generator available on the web platform, facilitating the access. The methodology created has seven stages: the first stage is awareness, the second stage is interaction with the tool; The third step is the application of the questionnaire; The fourth step is a quantitative analysis; The fifth step is the realization of a focus group; the sixth step is qualitative analysis; and the seventh stage is the comparison of quantitative and qualitative analysis data. By applying the methodology in the analysis of the AVI of the music school, It was proven that the methodology can identify and evaluate the proposed points. We hope that with the development of this methodology, it will be able to contribute with the bibliography regarding the AVIs evaluation methods.