Be the trend: uma proposta de estratégia visual utilizando o conceito de design de serviço para estimular o comportamento sustentável

Abstract

This final paper aimed to develop new visual strategies using techniques within design to attract 17-24-year-old college students to stimulate sustainable behavior indirectly through a discourse that appeals more to the aesthetics side of the fashion world. Using the Double Diamond method, a behavioral analysis of the target audience in relation to their own style, consumption habits and ways of disposing of clothes was done through immersive and exploratory researches, as well as peer review studies. Based on the results obtained, a service proposal was elaborated, BE THE TREND (BTT), which would apply the knowledge within branding, information design and service design itself, as well as the knowledge obtained from the studies and analyzes performed. Service Design strategies were used to design the project, such as Customer Journey maps and personas creation. BTT aims to encourage sustainable behavior through the reuse of clothing in order to encourage this practice among young people but with a discourse of fashion and personal style, as opposed to the purely ethical-sustainable discourse.