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Building stronger brands with sensory driven product design
Journal of Brand Strategy,
2
(1),
6-15
(2013)
Abstract
The profession of industrial design has evolved and grown more sophisticated over the past few decades. From computer-aided design (CAD) enabling faster and better design processes, to the development and perfecting of visual brand language (VBL) as a strategic driver for design, this discipline has increased its strategic impact and ability to support a company's brand values. Still, the design profession has yet to embrace multi-sensory design fully as an effective way to build better product-based brand experiences. The adoption of sensory driven design is becoming more crucial, given today's rapidly evolving user expectations, and this paper will show how multi-sensory design can build better product and user experiences, thus supporting corporate brand values and messaging. Additionally, the paper will discuss the implications of sensory driven design on business practice.
Keywords: multi-sensory design; multi-sensory brand language; product design; industrial design; product brand building; customer brand loyalty
The full article is available to subscribers to the journal.
Author's Biography
Mathieu Turpault is Managing Partner, Strategy and Design, at Bresslergroup, where he provides high-level guidance to the strategy, research and design disciplines, as well as direction on design activities company-wide. More than generating solutions for complicated problems, Mathieu approaches design as an exercise in evoking emotion. And he believes emotional appeal can be rationally and analytically designed. Before joining Bresslergroup, Mathieu worked for Elfi Corp.’s Brandt Division in France, where he designed exclusive cooking appliances for the European market. Mathieu has won numerous awards, including the Industrial Design Excellence Award (IDEA), Medical Design Excellence Award (MDEA) and dmi: Design Value Award from the Design Management Institute. Mathieu holds a master’s degree in industrial design from École Superieure de Design Industrielle (Paris).
