The Rhyme and Rhythm of Branding: Using Sound to Buiild Sense, Symbol and Story into your Brand

Aug 08 2016

Sound is often the most neglected of the senses when it comes to branding, although it is only second to the visual senses in terms of its importance and has a very specific role that helps the brain to create stories from cause and effect.

There is more to using sound in branding than music and song, important as they are. Of course, music and song are particularly powerful in creating links to specific emotions. However, in the esSenseĀ® framework outlined in Brand esSense, other aspects of sound can also contribute to building a brand through the senses, symbols and stories.

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Design Methods #40 – Case Studies

Aug 01 2016

Case studies have always been an important part of teaching and also have been used regularly in the social sciences and design. They are useful in exploratory research for comparison with existing knowledge about a topic, problem, phenomenon or design, as well as to provide inspiration and to inform better practice. Read more »

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Principles of Design #71 – Accessibility

Jul 11 2016

It is common sense that objects and environments would be designed to be usable by as many people as possible without any modification. Except that common sense is never as common as it should be. For example, Kim Walker and Dick Stroud point out in Marketing to the Ageing Consumer, that far too few businesses really consider the needs and constraints of those users beyond 20-30 year olds with perfect sensory, physical and mental abilities. Read more »

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Design Methods #39 – Speed Dating

Jun 20 2016

The concept of speed dating is well known, and in design and research the same idea is applied to comparing multiple design concepts or ideas in rapid succession. This gives researchers the opportunity for quick feedback and also to collect more general information on usage context, societal and environmental issues. Speed dating is typically used at early stages of development to rapidly screen visual ideas and storyboards rather than more developed prototypes. Read more »

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Design Methods #38 – Crowdsourcing

May 28 2016

Crowdsourcing happens when a “crowd” or group of volunteers help to solve or complete a task or project. Crowdsourcing is an approach that can be used to collect large quantities of data or solutions from a range of people outside your organisation in a short amount of time. Read more »

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Principles of Design #70 – Iteration

Apr 26 2016

The principle of iteration is central to design thinking. Just as evolution allows complex structures to develop over time in nature, iteration is at the core of good design, building on simple foundations to develop more complex designs. This is achieved by progressively exploring, testing and refining a design over time, often with very fast cycles of iteration. Iteration is often broken into two phases: design iteration and development iteration. Read more »

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Building Meaning into Brands

Apr 16 2016

I’ve just read the second edition of Brand Meaning by Mark Batey and although there is some additional material and up-to-date examples the core argument of the book is the same (you can read a review of the first edition here). Successful brands are ones that create and nurture strong meanings to consumers, and the more symbolic and value-driven that meaning is, the more powerful it becomes. Read more »

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Design Methods #37 – Directed Storytelling

Mar 18 2016

Directed storytelling comes from the social science method of narrative inquiry and is a quick and simple way for researchers and designers to gain insights into the real-life experiences of people by using simple and thoughtful questions and prompts to guide and frame a conversation. The approach is based entirely on the stories that people tell, and is means of collecting information on real-life behaviours and contexts where observation or longitudinal studies are impractical. Read more »

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Design Methods #36 – Cultural Probes

Mar 02 2016

Cultural probes are the name designers give to exercises, activities and provocations given to participants in a study to provide inspiration and understanding about their lives, thoughts, feelings and behaviours, and the cultural and social context that informs them. In market research, such activities might be associated with longitudinal studies and with pre-work (homework) and follow-up work done in connection with more formal interviews and participant discussions.Ā  Read more »

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Design Methods #35 – Artefact Analysis

Feb 23 2016

Artefact analysis is the systematic evaluation of objects in their natural environment. Artefact analysis looks at the material, aesthetic and usage qualities of any object in order to understand its physical, social and cultural context. It has been used frequently by anthropologists to understand other cultures, and is increasingly used in design and research to understand the lives of people through the things that surround them.

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