DESIGNOLOGY. A Designer is a Scientist who creates an Emotional Connection between a Brand and its Audiences PDF Download

Author: Yasushi Kusume
Publisher: Diplomica Verlag
ISBN: 395934967X
Category : Architecture
Languages : en
Pages : 249

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Book Description
Design is an essential element of business. It maximises the work of internal and external experts. It brings focus to foresight, ideas to innovation and expression to marketing. In short, it helps companies grow and prosper. Yet many businesses ignore the potential of design. They fail to make full use of the competences and skills designers have to offer. One reason for this is that there is no established academic science of design. This book takes steps to fi ll that gap by offering its own design science – a science called Designology. Designology should embrace a wide range of disciplines, from neuroscience, psychology and sociology to anthropology, ethnology and behavioural science. This book, however, decides to focus on just two of these disciplines – neuroscience and psychology – to demonstrate that design is a science rather than an art, and that designers equipped with the knowledge they offer can provide a credible, expert and, above all, effective contribution to any business. Designology – the science of connecting a brand to ist audience.

Author: Yasushi Kusume
Publisher:
ISBN: 9783959344678
Category : Electronic books
Languages : en
Pages :

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Author: Rajeev Batra
Publisher: Routledge
ISBN: 1317502108
Category : Business & Economics
Languages : en
Pages : 377

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Book Description
Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes involved are only partially understood. In addition, design is inherently interdisciplinary, involving (among others) important elements of aesthetics, anthropology, brand strategy, creativity, design science, engineering, graphic design, industrial design, marketing, material science, product design, and several areas within psychology. While researchers and practitioners in all of these fields seek to learn more about how and why "good" design works its magic, they may benefit from each other’s work. The chapters in this edited book bring together organizing frameworks and reviews of the relevant literatures from many of these contributing disciplines, along with recent empirical work. They cover relevant areas such as embodied cognition, processing fluency, experiential marketing, sensory marketing, visual aesthetics, and other research streams related to the impact of design on consumers. Importantly, the primary focus of these chapters is not on product design that creates functional value for the targeted consumer, but rather on how design can create the kind of emotional, experiential, hedonic, and sensory appeal that results in attracting consumers. Each chapter concludes with Implications for a theory of design as well as for designers.

Author: Marc Gobe
Publisher: Allworth
ISBN: 9781581154689
Category : Design
Languages : en
Pages : 352

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Book Description
Brandjam, the follow-up to the groundbreaking best-seller Emotional Branding, presents a powerful new concept from renowned designer and business guru Mark Gobe. The Brandjam concept is about innovation, intuition, and risk. Gobe explains how design is the “instrument” companies can use for jazzing up a brand—how design puts the face on the brand and creates an irresistible message that connects buyers to the product in a visceral way. Using jazz as his metaphor, he shows how the instinctive nature of the creative process leads to unusual solutions that make people gravitate toward a brand and make brands resonate with people by bringing more joy into their lives. It explores how design represents the personality of a company and provides its window to the world. Brandjam is an inspiration for brands and people as it reveals the transforming impact brands have on their audience. • Follow-up to Emotional Branding—50,000 copies sold in nine languages • Insider's look at creating powerful, compelling brands and identities • Exciting new ideas for using design to drive consumers to embrace brands Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.

Author: Diana Canzone
Publisher:
ISBN:
Category : Art
Languages : en
Pages : 134

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Book Description
A pivotal change in marketing in the 21st century involves a shifting of attitudes towards the consumer who is now being approached with a product enveloped within an emotionally charged space or experience. The one-dimensional product presentations of yesterday are being replaced by an all-encompassing and multi-sensory experience, with the goal of creating an emotional bond within the consumer's mind. The term for this type of marketing is emotional branding, named by Marc Gobé author of, Emotional Branding: The New Paradigm for Connecting Brands to People (2001). Gobé coined the phrase emotional branding as a particular type of design/marketing approach to create more personal and compelling brands. In his writing he foreshadows the power of emotional branding to create loyal customers, to personalize products, and as a tool to help predict future trends and behaviors. The summation of the total points of contact with the product offered through the use of the five senses encapsulates the power of this new consumer experience. Environmental aspects like music, color palette, imagery, food, and scents can all profoundly alter and enhance the emotional identity associated with that particular product and its spatial environment. The unconscious effects of sensory stimuli can activate intimate responses to and from the consumer with the product, enhancing a dialogue, while creating more associative hierarchies. Ultimately, this alternative approach redefines the consumer-product relationship and creates an emotional and personal bond for the consumer. This thesis project explores the application of emotional branding's sensorial experience approach within an artistic space. My interests lie in the ability and effectiveness of emotional branding to evoke an emotional response through the subtleties of aroma, sound, touch, taste, and vision to heighten the viewer's experience and connection to the art. I am intrigued by the powerful capacity that emotional branding has had in effectively marketing a wide range of products from coffee to clothing. This thesis project aims to identify the successful characteristics of emotional branding and test its relevancy and success within the art world, and create a new dialogue with existing constituencies. Furthermore, this thesis looks at the possibility of using emotional branding to create an emotionally deep connection between the viewer and the art.

Author: Sally Augustin
Publisher: John Wiley & Sons
ISBN: 1119214378
Category : Architecture
Languages : en
Pages : 433

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Book Description
Using psychology to develop spaces that enrich human experience Place design matters. Everyone perceives the world around them in a slightly different way, but there are fundamental laws that describe how people experience their physical environments. Place science principles can be applied in homes, schools, stores, restaurants, workplaces, healthcare facilities, and the other spaces people inhabit. This guide to person-centered place design shows architects, landscape architects, interior designers, and other interested individuals how to develop spaces that enrich human experience using concepts derived from rigorous qualitative and quantitative research. In Place Advantage: Applied Psychology for Interior Architecture, applied environmental psychologist Sally Augustin offers design practitioners accessible environmental psychological insights into how elements of the physical environment influence human attitudes and behaviors. She introduces the general principles of place science and shows how factors such as colors, scents, textures, and the spatial composition of a room, as well as personality and cultural identity, impact the experience of a place. These principles are applied to multiple building types, including residences, workplaces, healthcare facilities, schools, and retail spaces. Building a bridge between research and design practice, Place Advantage gives people designing and using spaces the evidence-based information and psychological insight to create environments that encourage people to work effectively, learn better, get healthy, and enjoy life.

Author: Trevor van Gorp
Publisher:
ISBN: 9781974810222
Category : Computers
Languages : en
Pages : 0

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Book Description
Creative professionals who design consumer products, entertainment, software, websites, marketing, and communications are beginning to appreciate the importance of evoking emotions and personality to capture viewers' attention and create satisfying experiences. Design for Emotion addresses the basic questions around designing emotional experiences; why, what, when, where and how do we design for emotion? With extensive real-world examples to help illustrate how emotion and personality are communicated through design, Design for Emotion isn't just another book on design theory - it's an imminently practical guide to applying and eliciting emotion in design.Design for Emotion:explains the relationship between emotions and product personalitiesdetails the most important dimensions of a product's personalityexamines models for understanding users' relationships with productsexplores how to intentionally design product personalities provides extensive examples from the worlds of product, web and application designincludes a simple and effective model for creating more emotional designsThe book features interviews with Stephen P. Anderson, Aarron Walter, Marco van Hout, Patrick W. Jordan and Trish Miner, and case studies from Moni Wolf, Matt Pattison, Shayal Chhibber, Chris Fryer and Damian Smith. Harness the power of emotional design to enhance products, websites and applications while improving user experience and increasing customer satisfaction. Design for Emotion will help you do a better job of communicating the emotions and personality that fit your client's message and brand values.

Author: Sally Augustin
Publisher: Mango Media Inc.
ISBN: 1633538834
Category : House & Home
Languages : en
Pages : 302

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Book Description
A simple guide to creating spaces at home and work that align with your personality type and support your goals—with the help of science. Discover a new paradigm: Are you an adventurer or a visionary? A maverick or a maven? Designology makes design personal through environmental and design psychologist Sally Augustin’s 8 personality “Placetypes” that characterize the different ways we can relate to the space around us. Personalize everything: What color should you paint your child’s bedroom? How do shapes and patterns influence how you think in a space? How do room dimensions influence you psychologically? Designology answers all these questions and more with practical how-to advice and real-world examples sure to help make your house a happier place to be. Move forward with your design projects: Bust through the design paralysis that affects so many by applying verified science-based insights. Designology will help you regain control of your design-related efforts with suggestions customized to your personality and space-related needs. Find out what really matters: Designology teaches you how smells, textures, and other factors in your home influence your happiness. It shows you how your personality and ideal design styles are really related. Readers will learn about: · How to sound-scape a place whether they need to concentrate or think creatively · How to use scents in their home to help their family feel healthier · What to read into their spouse’s desktop landscape · How to use paint to make their living room feel more comfortable · And much more! Take on your intimidating design tasks with confidence using this practical, personalizable how-to guide.

Author: Gjoko Muratovski
Publisher: SAGE
ISBN: 1529767555
Category : Social Science
Languages : en
Pages : 297

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Book Description
Design is everywhere. It influences how we live, what we wear, how we communicate, what we buy, and how we behave. To design for the real world and define strategies rather than just implement them, you need to learn how to understand and solve complex, intricate and often unexpected problems. Research for Designers is the guide to this new, evidence-based creative process for anyone doing research in Design Studies or looking to develop their design research skills. The book: Takes an organized approach to walking you through the basics of research. Highlights the importance of data. Encourages you to think in a cross-disciplinary way. Including interviews with 10 design experts from across the globe, this guide helps you put theory into practice and conduct successful design research.

Author: Y. Kusume
Publisher: Springer
ISBN: 1137369019
Category : Business & Economics
Languages : en
Pages : 282

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Book Description
For brands to succeed in a competitive environment they need to build a 'loving' relationship with their customers. Brands need to construct an emotional engagement with customers so that they feel genuinely connected to it and what it has to offer. Through 15 steps this books reveals how to use High Design principles to build a truly loved brand.