Nathalie Worp
Peruvian Values
Combining the observational research with the facts found in the DEPEST analysis result into important values for the Peruvian society. These values are depicted in a persona: a character created to represent a specific user type. Later on the values will be used to create clusters on which product design can be based. More information can be found in appendix DEPEST and observational research, findings for the Peruvian values in the DEPEST analysis are marked in green.
FAMILY
Peruvians consider family as the most important aspect of life. The Peruvian family provides unity and purpose within the culture. Leisure time is often spent with the family, instead of doing things individually. The average household in Peru consists of 5.1 persons. There is a development in the role of women as a family member. Nowadays, they’re more likely to be the head of the family instead of just the men.
CATHOLICISM
The predominate religion in Peru is Catholicism. Even though Peruvians believe in freedom of religion, the main religious conviction is Catholicism. Peruvian people highly value Catholic ideals and use these values in making decisions of all kinds: governmental, educational and everyday decisions.
FOOD
Peruvians highly value food; it is an important aspect of life. A lot of time is spent on preparing lunch and dinner and effort is done in order to eat with the family on sundays. Peruvians have three eating moments on a day: desayuno (breakfast around 8:00 am), almuerzo (lunch around 1 pm) and cena (supper or dinner around 8 pm). The main meal of the day is consumed during lunch; this is often a warm meal consistingof mainly meat and carbohydrates (such as rice and potatoes).
VARIETY
Because of division in coastal, mountainous and jungles area, Peru has a lot of variety in culture, which results in many different craftsmanships. This is something most of the Peruvian people are proud of.
VARIETY OF CLIMATE
Peruvian people are proud of their country, especially of the variety of climates. Peru is an extremely diverse country, with 11 ecological regions and 84 of the world’s 117 different types of “life zones”.
Product Related Values
The product related values described below are obtained during the observation but can be interpreted in different ways during further product design: The trend of an upcomming style is modern but that does not directly mean that the product has to be modern. To what directions these values lead will be shown later on, as possible characteristics of the product.
GOOD QUALITY
Peruvians value a product of good quality. This is more important than the designer or brand that might be connected to the product.
DESIGNERS
Interviews show that a designer connected to a product is an upcoming trend. Still the status of a designer is not as important as the quality of the product.
STYLE
The upcoming style is modern, minimalistic and Scandinavian. Interesting is that this is following up the Dutch trend, so this can be used as an example.
TRADITIONAL CLOTHING
Wearing traditional clothing is often related to being poor. The people who are wearing these clothes sometimes are discriminated in public spaces like supermarkets, they are not allowed to come in.
OLD TECHNIQUES COMBINED TO MAKE NEW PRODUCTS
More products can be found made out of old techniques combined with modern products.
Peruvian Design Trends
While designing a new product you not only have to design the function, but also the appearance. In order to find out what the current style trend is and will be trending in the future you can look at design fairs, designer shops and the development of the styles in the past. The trends seen in several hip restaurants and designer shops in Peru are combined into moodboards that show the different styles in Peru. Figure 8 shows a minimalistic Scandinavian design with a lot of geometric shapes. A lot of white is used but also some pastel colors. Figure 7 shows a more traditional warm style, making use of warm colors and round shapes. Figure 9 shows the traditional Peruvian style containing a lot of bright colors, authentic patterns and materials.