Branded interactions : marketing through design in the digital age /
Spies, Marco,
Branded interactions : marketing through design in the digital age / Marketing through design in the digital age Marco Spies & Katja Wenger. - Revised and updated edition. - 351 pages : color illustrations ; 27 cm
"Translated from the German 'Branded Interactions, Lebendige Markenerlebnisse für eine neue Zeit'"--Colophon. Previous edition: 2015.
P.B P.B
Includes bibliographical references (pages 340-343) and index.
Preface -- Foreword -- Introduction -- Set-up : planning a project -- Process : giving structure to a project -- Discover : research and analysis. Understand the business ; Understand the brand ; Understanding the user ; Define the goal -- Define : strategy and synthesis. Plan the communication strategy ; Plan the brand experience ; Plan the user experience ; Generate ideas ; Define the metrics -- Design : concept and visuals. Structure design tasks ; The basics of branded interactions ; Design screen-based interactions ; Design space-based interactions ; Design virtual and augmented reality ; Design conversations ; Design smart objects ; Prototyping ; Testing -- Deliver : documents and production. Develop BIxD systems ; Create style guides ; Create pattern libraries ; Monitor production ; Project launch & debrief -- Distribute : rollout and updates. Implement the BIxD ; Refine & update the BIxD ; Further BIxD development ; BIxD and cultural change.
"Digital design plays a crucial role in how customers experience a brand. However, corporate websites and online shops are now only part of interactive brand identity. Digital touchpoints are becoming more widespread and more complex in their design demands, embracing apps, chatbots, interactive billboards, virtual and augmented reality and more. The interface is now the brand, which means that conception, design and technology must go hand in hand at every stage, keeping the needs of users front and centre. This extensively updated edition of 'Branded interactions' is an essential handbook for professional digital designers and those just starting out. It guides the reader through the process of digital brand design in five key phases: discovering a demographic, defining an action plan, designing an interface, delivering a quality product, and distributing the design to the market. Packed with real-world examples from brands like Google, Amazon and Lego, it incorporates a wealth of practical design advice and diagrams to help build a solid framework for any project--incorporating brand strategy at every stage while remaining flexible enough to let creativity shine."--
9780500023709 0500023700
2020932697
GBC060284 bnb
019799165 Uk
Internet marketing.
Branding (Marketing)
Social media--Economic aspects.
User interfaces (Computer systems)
Application software--Development.
Design services.
Marketing sur Internet.
Stratégie de marque.
Médias sociaux--Aspect économique.
Interfaces utilisateurs (Informatique)
Logiciels d'application--Développement.
Services de design.
branding.
Design services.
User interfaces (Computer systems)
Application software--Development.
Branding (Marketing)
Internet marketing.
Social media--Economic aspects.
HF5415.1265 / .S65713 2020 HF5415.1265 / .S6513 2020
658.8/72
Branded interactions : marketing through design in the digital age / Marketing through design in the digital age Marco Spies & Katja Wenger. - Revised and updated edition. - 351 pages : color illustrations ; 27 cm
"Translated from the German 'Branded Interactions, Lebendige Markenerlebnisse für eine neue Zeit'"--Colophon. Previous edition: 2015.
P.B P.B
Includes bibliographical references (pages 340-343) and index.
Preface -- Foreword -- Introduction -- Set-up : planning a project -- Process : giving structure to a project -- Discover : research and analysis. Understand the business ; Understand the brand ; Understanding the user ; Define the goal -- Define : strategy and synthesis. Plan the communication strategy ; Plan the brand experience ; Plan the user experience ; Generate ideas ; Define the metrics -- Design : concept and visuals. Structure design tasks ; The basics of branded interactions ; Design screen-based interactions ; Design space-based interactions ; Design virtual and augmented reality ; Design conversations ; Design smart objects ; Prototyping ; Testing -- Deliver : documents and production. Develop BIxD systems ; Create style guides ; Create pattern libraries ; Monitor production ; Project launch & debrief -- Distribute : rollout and updates. Implement the BIxD ; Refine & update the BIxD ; Further BIxD development ; BIxD and cultural change.
"Digital design plays a crucial role in how customers experience a brand. However, corporate websites and online shops are now only part of interactive brand identity. Digital touchpoints are becoming more widespread and more complex in their design demands, embracing apps, chatbots, interactive billboards, virtual and augmented reality and more. The interface is now the brand, which means that conception, design and technology must go hand in hand at every stage, keeping the needs of users front and centre. This extensively updated edition of 'Branded interactions' is an essential handbook for professional digital designers and those just starting out. It guides the reader through the process of digital brand design in five key phases: discovering a demographic, defining an action plan, designing an interface, delivering a quality product, and distributing the design to the market. Packed with real-world examples from brands like Google, Amazon and Lego, it incorporates a wealth of practical design advice and diagrams to help build a solid framework for any project--incorporating brand strategy at every stage while remaining flexible enough to let creativity shine."--
9780500023709 0500023700
2020932697
GBC060284 bnb
019799165 Uk
Internet marketing.
Branding (Marketing)
Social media--Economic aspects.
User interfaces (Computer systems)
Application software--Development.
Design services.
Marketing sur Internet.
Stratégie de marque.
Médias sociaux--Aspect économique.
Interfaces utilisateurs (Informatique)
Logiciels d'application--Développement.
Services de design.
branding.
Design services.
User interfaces (Computer systems)
Application software--Development.
Branding (Marketing)
Internet marketing.
Social media--Economic aspects.
HF5415.1265 / .S65713 2020 HF5415.1265 / .S6513 2020
658.8/72