Percepção de naturalidade do material e escolha dos usuários: ênfase em madeira maciça e MDF revestido com laminados melamínicos

Abstract

ABSTRACT This work has sought to identify the existing relations between perception of naturalness of materials and users choice of products. The main references given are hardwood and medium density fiberboard (MDF) with wood décor melamine foil products, applied by construction industry, as well as consumer goods. The first stage of the research presents literary review on perception towards design and perception of naturalness, based upon the principles of biophilia. This stage demanded a multidisciplinary approach, since the majority of work on perception of naturalness is applied to nutrition and food industry; design perception is based upon psychology and the arts; and biophilia is based upon Darwins evolutionary research. Once the literary review was completed, there was a technical visit to a low-pressure melamine in Germany, specifically to its design center, where decors are designed. After that, an exploratory research was conducted in order to have a better understanding of users perception of naturalness. The field research was conducted with a sample of 30 interviewees with barely any knowledge on materials technology. This was a two-step research: a) ranking tests and b) preference indication. To do so, five prototypes were built in different materials: hardwood, wood décor melamine MDF, ceramic, polyethylene, and aluminum. Interviewees were instructed to make their naturalness rank among the five materials, varying from the most natural to the most artificial. Then, they were instructed to rank materials in a hedonic scale. Secondly, they analyzed a non-identified product and were asked what it was its function and their product of choice. The objective was that their choices be based solely upon the materials. Results were analyzed through frequency analysis techniques. The indications of use and preference were made qualitatively. As for the conclusion, it is indicated that, in general, users tend to prefer hardwood and woodlike products, and these are perceived as most natural. Aluminum was considered the most artificial materials and its indication of preference were low. Results also show that perception of naturalness is more related to sensorial aspects (vision and tact) other than technical and production aspects. Overall, hardwood and laminated MDF were considered as the most natural materials and had better preference rankings amongst users. Aluminum was considered as the most artificial and its preference rankings were low.