A relevância dos elementos da composição visual na distinção de significado das sapatilhas femininas.

Abstract

This research aimed to determine the relationship between the visual composition and the meaning attributed to women's sneakers. To this end, the theoretical reference explored topics such as the historical context of women's sneakers, created links between fashion, meaning and visual communication, and addressed the main characteristics of the appearance of the sneakers. Bibliographical research showed that the shoe design process involves the selection of visual elements with the objective of communicating concepts to the consumer. The designer must be aware of contemporary influences and market social codes to select the ideal element for the product and target audience. The development of the methodology for this research involved a pilot test, through which it was possible to verify that the colors of the sneaker influence the consumer in the definition of conceptualization and place of use of the model. For the creation of the final form, the Kansei Engineering method was used, through which it was possible to analyze the visual perception of the consumers in relation to the visual composition of the women's sneakers and relate this information to the attributes of the product, in a simple and objective way. Data collection was done through a virtual form, which was answered by eighty-two people. The results showed that the color, shape of the toe of the shoe and texture of the shoe exert different influences for each concept addressed in the survey, and, by analyzing the possible reasons for this association, we concluded that the young women related the visual elements to the same meanings already mentioned in the consulted bibliography.