Artigo:

The study in question has been investigating presupposed and established communications between jewelry designers and their consumers through product reception. The objective is to permeate the symbolism of the artifact and unveil the meanings attributed to the design and use of the product in a comparative way, for an understanding of the representativeness of jewelry produced in the national territory and the relationship obtained with its users. As methods, we used the bibliographic review of authors who address the semantics of the product such as Klaus Krippendorff, Jean Baudrillard and Bernhard E. Bürdek, and emotional design with emphasis on Pieter M. A. Desmet, and also field research of a phenomenological nature with the application of semi-structured qualitative interviews, remotely conceived through videoconference platforms. Collecting data virtually was a necessary choice given from the Covid-19 pandemic. The online resource, on the one hand limiting in the sense of restricting more subtle and tactile perceptions, on the other hand, allowed access to designers and users from different regions of the country, a criterion adopted to compose a diverse and plural sample. Perceptions, meanings, emotions, preferences, evaluations and adaptations are detected, identifying behaviors and responses in the aesthetic-formal, semantic and affective plan, the three central focuses for the analysis of the research. Currently, the last interviews and data processing are carried out, where relevant aspects are recognized and selected for a later comparison of results, leading to an analysis and reflection on the issues raised: individual, social and cultural characteristics, language and perception of producers and buyers from different jewelry centers - São Paulo, Rio de Janeiro, Minas Gerais, Paraná, Pará and Amazonia.