Layout e design: como impacta na tomada de decisão dos consumidores e empresários na cidade de Dourados – Mato Grosso do Sul

Abstract

The consumer population is used to choose products from brands already established in the market, which makes it difficult for new companies to emerge. In this context, marketing strategies are important tools to attract consumer attention. This work aims to discuss the importance of product layout and branding in effectively implementing small and mediumsized companies. Two questionnaires were made with closed questions. The data presented was collected using the Google Forms tool. The survey was divided into two groups; businessmen and consumers. They were asked about the importance of good visibility of products at the time of purchase, and gave opinions on the relationship between the company's visual identity and the quality of the service. The consumer is demanding at the time of purchase and gives due importance to the requirements of layout, packaging and standardization of the visual identity of the companies. Visual identity proved to be a factor considered when making a purchase decision. Bringing the consumer's vision to the entrepreneur, reveals the real importance of identity as a mechanism to be considered for increasing sales. Entrepreneurs realize the need-to-know visual marketing. The greater the differential of a product in terms of study of packaging design, the greater the chance that it will go to the consumer's cart.