Value Co-creation in the Multidisciplinary Sharing Between Design and Science: The Case of a Portuguese Cutlery Industry


This article presents the first impressions of the research project on international cooperation between Universities and a Portuguese cutlery industry that, based on Emotional Design and Cognitive Science, aims to create bonds with its customers and distributors. In times of social isolation, the habit of set the table to share family moments enabled a way to create affective memories. And, when a product manages to arouse positive affection in the user, a trusting relationship with the brand is created and, consequently, a competitive advantage in the market. In this way, once the aesthetic and usability requirements are met, the next step is to meet the users' psychological and sociological needs. The methodological innovation of this project is based on the correlation of brain electrophysiological data with qualitative data from subjective assessment protocols, in order to support the process of value co-creation and tableware design. Observation techniques, semi-structured interviews and questionnaires with affective rating scales were associated with the physiological results of electroencephalography (EEG) with end users, in order to elicit affective inputs in the creation of the artifacts. The first results point out that the emotional reactions aroused through the visual appearance faded when touching and handling objects, especially with those that innovated too much in terms of shape and texture.

Author Information
Germannya D’Garcia A. Silva, Federal University of Pernambuco, Brazil
Rosana Ferreira Alexandre, Digital Transformation CoLab, Portugal
Rute Silva, University of Minho, Portugal
Bernardo Providência, University of Minho, Portugal

Paper Information
Conference: BAMC2021
Stream: Aesthetics and Design

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Posted by James Alexander Gordon