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O Impacto do Design no Marketing
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O presente relatório, elaborado no âmbito da conclusão do Mestrado em Novos
Media e Práticas Web, tem por base o estágio curricular, com duração de 400 horas,
realizado entre 1 de outubro e 31 de dezembro de 2023, na STREAMROAD Consulting.
O principal objetivo do estágio visou a minha integração no departamento de design da
empresa. Assim, tive a oportunidade de compreender o processo de elaboração de design
num projeto de marketing.
Recentemente, cada vez mais empresas têm reconhecido que para a existência de
uma estratégia de marketing eficaz é necessário dar também prioridade ao design; tanto
de produtos, como da própria identidade de marca. Estas duas áreas frequentemente
andam de “mãos dadas”, e a sua colaboração harmoniosa é necessária para o sucesso de
uma empresa e dos seus projetos.
Neste relatório pretendo analisar o impacto do design no marketing, tendo por
base, o projeto HPE On The Road 2024 e as outras atividades realizadas no meu período
de estágio, assim como a bibliografia sobre este tema e a minha própria pesquisa.
Deste modo, o relatório encontra-se dividido em seis partes, uma introdução onde
apresento a entidade de acolhimento e detalhes do estágio. Na segunda contextualizo o
tema, explicando o que é o design, os tipos de design que existem e as razões que o levam
a ser uma ferramenta crucial para o trabalho de marketing. De seguida, exponho as
atividades que realizei no meu período de estágio e as análises de dados, entrevistas e
testes que usabilidade que realizei para a minha pesquisa sobre a importância do design
do marketing, mais especificamente a importância do design baseado nas necessidades
dos consumidores. Após isto, apresento os resultados desta, respondo às minhas
perguntas de investigação utilizando toda a informação que obtive e finalmente, apresento
as minhas conclusões sobre o tema e a experiência de estágio.
The present report was prepared as a key part of the conclusion of the Master's degree in New Media and Web Practices. It is based on the curricular internship, lasting 400 hours, carried out between October 1st and December 31st, 2023, at STREAMROAD Consulting. The main objective was to introduce me to the work-life of a company’s design department. Thus, I had the opportunity to understand the design development process in marketing projects. Recently, more and more companies have recognized that having effective marketing requires giving priority to design as well; both for products and for the brand's identity itself. These two areas often go hand in hand, and their harmonious collaboration is necessary for the success of a company and its projects. This report aims to analyze the impact of design on marketing, considering that the collaboration between design and marketing provides companies with a competitive advantage by influencing the performance of a product in its market and the consumer perception of it. To analyze this topic, I took into consideration the HPE On The Road 2024 project and other activities developed by me during my internship period, as well as on literature on this topic and my own research. Therefore, this report is divided into six parts: an introduction where I discuss the entity that hosted me and internship details; a contextualization on the topic where I explain what design is, the types of design, and why it is a crucial tool for marketing work. Next, I present the activities I performed during my internship period and provide analyses of data, interviews, and usability tests conducted for my research on the importance of marketing design, specifically the importance of dessign based on consumer needs. After this, I present the results of these tests and use them and all the information I have learned in my internship and through the research to answer my research questions, and finally, I present my conclusions on the topic and on the internship experience.
The present report was prepared as a key part of the conclusion of the Master's degree in New Media and Web Practices. It is based on the curricular internship, lasting 400 hours, carried out between October 1st and December 31st, 2023, at STREAMROAD Consulting. The main objective was to introduce me to the work-life of a company’s design department. Thus, I had the opportunity to understand the design development process in marketing projects. Recently, more and more companies have recognized that having effective marketing requires giving priority to design as well; both for products and for the brand's identity itself. These two areas often go hand in hand, and their harmonious collaboration is necessary for the success of a company and its projects. This report aims to analyze the impact of design on marketing, considering that the collaboration between design and marketing provides companies with a competitive advantage by influencing the performance of a product in its market and the consumer perception of it. To analyze this topic, I took into consideration the HPE On The Road 2024 project and other activities developed by me during my internship period, as well as on literature on this topic and my own research. Therefore, this report is divided into six parts: an introduction where I discuss the entity that hosted me and internship details; a contextualization on the topic where I explain what design is, the types of design, and why it is a crucial tool for marketing work. Next, I present the activities I performed during my internship period and provide analyses of data, interviews, and usability tests conducted for my research on the importance of marketing design, specifically the importance of dessign based on consumer needs. After this, I present the results of these tests and use them and all the information I have learned in my internship and through the research to answer my research questions, and finally, I present my conclusions on the topic and on the internship experience.
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Design Marketing Web Design HPE On The Road Identidade de Marca Brand Identity Relatório de Estágio