A integração do design de superfícies com o design de embalagens: redesign de embalagem de protetor solar

Abstract

This paper aims to demonstrate that the integration between the surface design and packaging design collaborates in creating competitive packages, using as an object of study, packages of sunscreen. Today in the retail market, there are so many products and brands competing for consumer attention. In this context, the package sets an important tool to present differentials to the consumer and its aesthetic treatment helps to create identification by the consumer with the product. From this overview, it was observed that many packs of sunscreen are not exploited to their full potential in communication with the consumer. Thus, a few packs of sunscreen were analyzed on the market in order to score the strategies used and possible communication problems. In addition, a survey was done with consumers in order to identify a target audience and their needs/desires regarding to this item of consumption. Applying the data and making use of the Fábio Mestriner’s packaging design methodology, this project achieved results that point the surface design as a tool for differentiation and aesthetic element of consumer identification with the product. This was evidenced by a final research comparing the original packaging with its redesign. The functional requirements when combined with marketing strategies that takes into account the consumer contribute so that the final product meets the expectations of the market and thus become competitive on the vast concurrence.