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Semiótica aplicada ao design de interfaces: Perceção do público na campanha Visit Algarve
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Abstract(s)
A presente pesquisa investiga como a aplicação dos
princípios da semiótica peirceana e cognitiva ao design de
interfaces contribui para compreender a perceção do
público sobre a campanha digital Visit Algarve.
Considerando que o desenho de uma página web pode
influenciar a receção da mensagem de uma campanha
publicitária digital, objetiva-se perceber como a semiótica
peirceana e a semiótica cognitiva podem ser aplicadas para
compreender a resposta do público. O objeto empírico deste
estudo é o website Visit Algarve, entendido como uma
campanha publicitária digital permanente promovida pelo
Turismo de Portugal para promover e divulgar a região do
Algarve. A metodologia da investigação propõe um modelo
de análise, com cinco dimensões: perceção inicial, aspetos
visuais, referências culturais, resposta emocional e
memória. Cada dimensão contém indicadores a ser medidos
através dos instrumentos metodológicos: i) grelha de
análise e ii) grupos focais. Os resultados demonstram que a
conjugação dos diferentes princípios semióticos aplicados
ao design de interfaces digitais contribui para uma
compreensão clara e objetiva das mensagens publicitárias,
contribuindo teórica e praticamente para a otimização de
campanhas de turismo e estratégias de comunicação visual
em diferentes áreas. Desta forma, entende-se que esta
investigação contribui para aprofundar o conhecimento
sobre a relação entre design de interfaces digitais e a
perceção do público, facultando um modelo de análise que
pode ser replicado ou adaptada a outras campanhas digitais
do turismo ou áreas da comunicação visual. Sugere-se em
pesquisas futuras a aplicação deste modelo a outros
contextos digitais, como perfis de redes socias e aplicações
móveis.
This research investigates how the application of Peircean and cognitive semiotic principles to interface design contributes to understanding the audience's perception of the Visit Algarve digital campaign. Considering that the design of a web page can influence the reception of a digital advertising campaign’s message, this study aims to explore how Peircean semiotics and cognitive semiotics can be applied to understand audience responses. The empirical object of this study is the Visit Algarve website, understood as a permanent digital advertising campaign promoted by Turismo de Portugal to promote and publicize the Algarve region. The research methodology proposes an analytical model comprising five dimensions: initial perception, visual aspects, cultural references, emotional response, and memory. Each dimension contains indicators to be measured using the following methodological instruments: (i) an analysis grid and (ii) focus groups. The results show that the combination of different semiotic principles applied to digital interface design contributes to a clear and objective understanding of advertising messages, providing both theoretical and practical contributions for the optimization of tourism campaigns and visual communication strategies across different fields. Accordingly, this study is understood to deepen knowledge of the relationship between digital interface design and audience perception, providing an analytical model that can be replicated or adapted to other digital campaigns in tourism or visual communication. Future research is suggested to apply this model to other digital contexts, such as social media profiles and mobile applications.
This research investigates how the application of Peircean and cognitive semiotic principles to interface design contributes to understanding the audience's perception of the Visit Algarve digital campaign. Considering that the design of a web page can influence the reception of a digital advertising campaign’s message, this study aims to explore how Peircean semiotics and cognitive semiotics can be applied to understand audience responses. The empirical object of this study is the Visit Algarve website, understood as a permanent digital advertising campaign promoted by Turismo de Portugal to promote and publicize the Algarve region. The research methodology proposes an analytical model comprising five dimensions: initial perception, visual aspects, cultural references, emotional response, and memory. Each dimension contains indicators to be measured using the following methodological instruments: (i) an analysis grid and (ii) focus groups. The results show that the combination of different semiotic principles applied to digital interface design contributes to a clear and objective understanding of advertising messages, providing both theoretical and practical contributions for the optimization of tourism campaigns and visual communication strategies across different fields. Accordingly, this study is understood to deepen knowledge of the relationship between digital interface design and audience perception, providing an analytical model that can be replicated or adapted to other digital campaigns in tourism or visual communication. Future research is suggested to apply this model to other digital contexts, such as social media profiles and mobile applications.
Description
Keywords
Semiótica Comunicação visual Cognição Perceção do consumidor Design de interfaces