<abstract xmlns="http://www.w3.org/1999/xhtml">

<p> Many companies incorporate design into their processes much too late and work sequentially instead of in an integrated manner. If, however, the important conceptual, technical or market-relevant decisions have already been made and the product or service is almost ready for launch, then design “cosmetics” will not help much. Design creates images that stick in your mind, and if these images are thought out at the last minute, there’s a risk that they will not optimally promote the overall brand image.</p>
<p>Integrated design not only gives form to innovations but makes them more user oriented and suitable for marketing efforts. In this case, design is - among other aspects - the actual driving force that adds magical attraction to a brand and its many touchpoints. Design follows the desire to incorporate an emotional value that consumers expect and that helps connect with the brand and offers orientation. Designers must therefore understand the target group and their sensory needs, and translate these into shape, color, material, surface and other aspects.</p>
</abstract>

Many companies incorporate design into their processes much too late and work sequentially instead of in an integrated manner. If, however, the important conceptual, technical or market-relevant decisions have already been made and the product or service is almost ready for launch, then design “cosmetics” will not help much. Design creates images that stick in your mind, and if these images are thought out at the last minute, there’s a risk that they will not optimally promote the overall brand image.
Integrated design not only gives form to innovations but makes them more user oriented and suitable for marketing efforts. In this case, design is - among other aspects - the actual driving force that adds magical attraction to a brand and its many touchpoints. Design follows the desire to incorporate an emotional value that consumers expect and that helps connect with the brand and offers orientation. Designers must therefore understand the target group and their sensory needs, and translate these into shape, color, material, surface and other aspects.

Strategically Integrated Design – Helping Brands to Keep Their Promises

Professor and Chair of the “Master of Arts in Design” Course at the Zurich University of the Arts; Co-owner of the design agency FORMPOL AG in Zurich,

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Strategically Integrated Design \u2013 Helping Brands to Keep Their Promises"}

Many companies incorporate design into their processes much too late and work sequentially instead of in an integrated manner. If, however, the important...

Strategically Integrated Design – Helping Brands to Keep Their Promises

Published Online: Nov 05, 2015

Page range: 28 - 33

DOI: https://doi.org/10.1515/gfkmir-2015-0015

Keywords
Design Strategy, Brand Strategy, Integral Design

© 2015

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Strategically Integrated Design – Helping Brands to Keep Their Promises

Published Online: Nov 05, 2015

Page range: 28 - 33

DOI: https://doi.org/10.1515/gfkmir-2015-0015

KeywordsDesign Strategy, Brand Strategy, Integral Design

© 2015

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
Design Strategy, Brand Strategy, Integral Design