DCO10003 Lecture Notes - Lecture 2: Wally Olins, Experience Design, Meta Element
Document Summary
How it engages with human ways (paradigm) and interacts with those set behaviours. Have a look at the book on brand by wally olins about the design and complexities of branding. Message is under control by the company and designer. Message not under control by company or designer. Inventing words that evoke and engage to help sell a product. The sou(cid:374)ds of the (cid:449)ords reso(cid:374)ate (cid:449)ith the (cid:272)o(cid:374)su(cid:373)er. Co(cid:374)(cid:374)e(cid:272)ts (cid:448)is(cid:272)erall(cid:455) (cid:449)ith the (cid:272)o(cid:374)su(cid:373)er"s self - image and has to work for and with the consumer. iphone. Ho(cid:449) (cid:272)a(cid:374) a (cid:271)ra(cid:374)d e(cid:374)ha(cid:374)(cid:272)e the pote(cid:374)tial of the (cid:272)o(cid:374)su(cid:373)er"s (cid:271)eha(cid:448)iour. Co(cid:373)pa(cid:374)(cid:455) does(cid:374)"t (cid:272)o(cid:374)trol the idea of the produ(cid:272)ts. Consumer expectations: apple is expected to be expensive. Packaging needs to help convey all that information. Codes i(cid:374) the (cid:271)ra(cid:374)di(cid:374)g. breaki(cid:374)g (cid:272)odes (cid:272)a(cid:374) (cid:272)o(cid:374)fli(cid:272)t (cid:449)ith the (cid:271)ra(cid:374)d"s ide(cid:374)tit(cid:455) e(cid:454)pressed i(cid:374) other (cid:449)a(cid:455)s (i. e advertising) Brand persona: the humanlike quality of the brand most important element of branding to advertising and marketing.
