Design as a competitive advantage for businesses and its influence on consumers' purchasing decision-making processes: a perspective from Brazilian designers and entrepreneurs

This research focused on understanding design as a competitive advantage in business and how it connects consumers and companies. First, the study offers a review of design, business strategy, and consumer psychology literature. Second, qualitative research was carried out through 10 interviews with opinion leaders in the field of Brazilian design. The collected data were examined using content analysis. The results revealed that people-centered design significantly influences companies’ success. Additionally, design attributes are associated with emotions, intelligence, project, and thinking. Finally, the interviewees’ perspectives and the literature revealed that design has a strong capacity to influence consumers and build brand loyalty