Louça de mesa da indústria brasileira: produto e produtor.
This study considered the Brazilian production of industrial tableware. This segment’s output is always there, to some degree, in every home, restaurant, hotel, school and hospital, catering to man’s most primal need. The industry seems to ignore the relevance of such a present object as well as the product designer’s potential when it makes little use of shape differentiation. This thesis statement resulted from the empirical observation of contemporary Brazilian production where it was sensed that the variety in tableware shape design was small. Aiming to expose the thesis more adequately, the investigation was broken down into two different themes. The industries and their products were studied to reach conclusions about the industries through their products. In an attempt to bypass the lack of statistical data on the industry, a survey was conducted resorting to interviews, literature and observations of the segment in other countries. The quality of product design being offered by leading companies was also analyzed. Finally, the products were compared in terms of their shape differentiation, judging if it is indeed reduced or merely looks that way for being visually ineffective. The conclusion provides the visual reading of the products informed by the understanding gained about the producers. There is clearly a resistance to change not only in corporate management but also in product design and marketing strategies. This state resembles that of other countries and can thus be interpreted as a fruit of the traditional nature of tableware production – where technical over professional knowledge is used – rather than necessarily exclusive to or a produce of the Brazilian context.