Diseño basado en la evidencia… emocional. Cuando lo subjetivo es lo que realmente importa

Abstract

The design faces new scenarios from the paradigm shift generated in postmodernity. The industrial era led to emphasis on the design of objects, functionally efficient typified artifacts, materialized with avant-garde technologies, but without aesthetic sensitivity. It is proposed in this text problematize the positivist gaze of contemporary design. Empirical arguments and conclusions are presented in order to demonstrate that the change of thought of our times generates the need to rethink the look of the design of objects by the project processes focused on the subject that perceives, feels, Experience. The starting point of this work is the design based on the evidence that takes the scientific production and the user experience as project premises. If what sustains this approach is the "evidence", there are indications here, another type of evidence in order to demonstrate that the objective design is not enough... That subjectivity does matter.