Graphic Design: Analysis of the Relationship with the Performance of Micro and Small Companies
Name: MARIA MARTINS REBOUÇAS NERY
Type: MSc dissertation
Publication date: 17/04/2015
Examining board:
Name |
Role |
|---|---|
| LUCILAINE MARIA PASCUCI | Internal Examiner * |
Summary: Design has a central role in business, participating in a crucial way in the cultural and economic interchange of society. One of the competences of the graphic design professional is the development of Corporate Visual Identity (CVI). It has the function to visually define a company profile, setting up, thus, as a marketing compound of fundamental importance for the differentiation of organizations, having an important role in the growth of micro and small enterprises (MSEs). The aim of this research is to verify how MSEs managers perceive the graphic design action on the performance of your company, evaluated from their experience with the IVC developed by a professional designer and applied by the company in its activities. The research is applied in relation to its purpose, and exploratory, as your goal. Its conduction was made from bibliographic research, semi-structured interviews with the research subjects and documentary research on materials provided by the managers of the investigated SMEs, performing, thereby, a methodological triangulation in order to contribute to the examination of the phenomenon. As a research strategy was used the multiple case study, conducted with 7 (seven) MSEs that had incorporated their CVI for at least 2 (two) years, from commerce and service sectors, located in the cities of Vitoria, Vila Velha, Serra or Cariacica. The collected data were analyzed using Content Analysis, based on the steps described by Bardin (1977) and Laville (1999), distributing the units of analysis (sentences and paragraphs) in the developed categories: Motivation, Integration of CVI, Management CVI, Relevance of CVI, CVI and Performance and Visual Expression. The analysis used a quantitative approach, carried out through the percentage technique, and qualitative, with greater emphasis on the latter, WHERE were analyzed the categories and its elements, and the relationships between them, trying to extract the constructed meanings. This way, it was possible to verify that most of the managers of the investigated MSEs identify that graphic design, through the CVI, contributes positively to the performance of your business, providing different kinds of benefits, among the most cited were: Identification / Recognition, Strengthening (solidity stability, professionalism), New Customers, Image, Receptiveness, Adding Value for the Brand and Differentiation.
