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The design for experience field refers to designing to evoke or avoid an intended experience among users. Aiming at understanding how an enogastronomic experience can be elaborated as a design project to evoke pleasantness, a research with users was developed in two stages. The fi rst stage was descriptive/quantitative, focused on investigating user habits, and the second one was exploratory/qualitative, developed to understand how designable stimuli can evoke pleasantness among users. Results suggest that users can be triggered to pleasure through design, and especially through services. Practical and theoretical implications are discussed. Keywords: design for experience, enogastronomy, pleasure.

A projetação do imaterial: design de experiências de prazer através de estímulos enogastronômicos