LA GESTIÓN DE LA IDENTIDAD EN EL DISEÑO INDUSTRIAL

This paper aims to educate the reader about the importance of identity in industrial design as a sales argument and business success. For this incidence of identity in consumption is analyzed and different models are proposed that illustrate how the products have evolved into something more than material support. Through the analysis of three study cases is exemplified the possibility of existence of different types of identity, decoupling this term with mere geographical origin and stressing the importance of the appearance of "design culture" when identities are conceived. Again, returning to considerations about new types of consumption, arises an approach between consumer values and different strategies to create identity: using culture, experience or attributes of a product. As a final point to this work, some considerations are presented about the importance of identity in industrial design and about the management of its use.