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Branded interactions : marketing through design in the digital age / Marco Spies & Katja Wenger.

By: Contributor(s): Material type: TextTextLanguage: English Original language: German Publisher: London [England] : Thames & Hudson, 2020Copyright date: ©2020Edition: Revised and updated editionDescription: 351 pages : color illustrations ; 27 cmContent type:
  • text
  • still image
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780500023709
  • 0500023700
Other title:
  • Marketing through design in the digital age
Uniform titles:
  • Branded Interactions. English.
Subject(s): DDC classification:
  • 658.8/72 23
LOC classification:
  • HF5415.1265 .S65713 2020
  • HF5415.1265 .S6513 2020
Contents:
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.
Summary: "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."-- Back cover.
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Holdings
Item type Current library Collection Call number Status Barcode
Books Books SPAA Library General Collection On Shelves HF5415.1265 .S65713 2020 (Browse shelf(Opens below)) Available 0007603

"Translated from the German 'Branded Interactions, Lebendige Markenerlebnisse für eine neue Zeit'"--Colophon.

Previous edition: 2015.

P.B

P.B

"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."-- Back cover.

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.

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