Abstract:

Several market research studies concluded that in Latin America, design/form represents a strong competitive differential in the cell phone market. In Latin America, design works as a strong compelling element to cell phone consumers.However, the form factor is built on an infinite base of configurations of their design elements. Understanding the basis of attraction and choice of one form in detriment of others in four socio-cultural environments presuppose the understanding of individual and social human aspects which interfere in the creation of references.In Design Deep Dive, the ethnographic approach allowed contact with the elements for the contextualization of the human perception process which determines the choice and the attraction for certain forms and cell phone configurations.