| 1. |
- Karjalainen, Toni-Matti, 1974, et al.
(författare)
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"NOYO - CREATING YOUR EXPERIENCE" - A case study on the creation of affective brand script and visual product identity
- 2006
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Ingår i: Design & Emotion 2006.
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Konferensbidrag (refereegranskat)abstract
- Visual recognition and emotional contents of product design are increasingly relevant topics with respect to brand management. Within the brand creation process, various symbolic qualities and emotional aspects can be developed around the functional product to create a strong and affective story, or script, for the brand. When creating such brand script, it is particularly important to ensure that different communication media are consistently utilised. In specific, the semantic contents of product design need to be aligned with the brand's core values, so that the design features and characteristics communicate the true essence of the brand. This case paper explores the key aspects of creating an affective and believable story for a brand and expressing it through design. This is illustrated through a student project that was organised in the Chalmers University of Technology in the Autumn of 2005. The paper aims to show how the processes of market analysis, brand creation, and semantic reference building in design could be structured. The Noyo case highlights the importance of holistic approach towards creating affective brands and products. In addition to an excellent product, technically, cognitively and emotionally, appealing story is needed around it and the brand it represents. The key challenge then concerns the transformation of this essence into the visual and other product attributes and, finally, into an emotional presentation of the concept.
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| 2. |
- Karjalainen, Toni-Matti, 1974, et al.
(författare)
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Strategic Design through Brand Contextualization.
- 2013
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Ingår i: 5th International Congress of International Association of Societies of Design Research, August 2013, Tokyo, Japan..
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Konferensbidrag (refereegranskat)abstract
- Providing meaningful customer experience is at the core of any successful business activity. Brands can function as vehicles to bundle the ingredients of experience together and give them structure by which consumers are able to understand and interpret products and services. To complement the technical and functional reality and experience, brands create particular narratives around products and services, within the realm of their use experience. This paper aims to contribute to understanding of strategic design and brand contextualization by looking thoroughly into a research-driven student project. The product-service design assignment given to seven teams of four to five post-graduate students was to design a new bike-sharing system, serving the sustainable urban mobility needs of the city of Gothenburg in Sweden. The task was accompanied by a request to create a fictive brand case and specific brand narrative, based on a thorough analysis of pre-selected existing brands. The paper discusses how the teams crafted their brand narratives and how different design and service elements were used to create specific and meaningful brand experiences. In addition to the contribution of the paper to design research and practice, we present a process that might be more widely useful for the education of strategic design and brand management.
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| 3. |
- Karjalainen, Toni-Matti, 1974, et al.
(författare)
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Visual recognition wrapped: Student explorations of product packages as brand messengers
- 2010
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Ingår i: 12th International Conference on Engineering and Product Design Education: When Design Education and Design Research Meet ., E and PDE 2010; Trondheim; Norway; 2 September 2010 through 3 September 2010. - 9781904670193 ; , s. 168-173
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Konferensbidrag (refereegranskat)abstract
- Design for visual brand recognition is of increasing strategic importance for companies. Specific focus is often on product packages that have strong communicative power. The package is used to inform about the product it covers or supports, to point out specific product qualities and, in specific, to create unique brand experience. In design education, new practical approaches are needed to engage students in exploring the possibilities of visual brand building and creating communicative and distinctive package solutions. In this paper, a student project is described and discussed to illustrate how package design can be approached from a brand communication perspective in the educational context. In addition to the overall description of the project and its phases, we briefly discuss one of the cases more in detail. In this case, a student group analyzed premium chocolate brands and developed a new fictive brand in this category by paying specific attention to the communicative qualities of the product package. We found that such a practical approach towards brands and their diverse aesthetic and symbolic qualities can provide a fruitful learning experience for design students.
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| 4. |
- Nikitas, Alexandros, 1980, et al.
(författare)
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Encouraging Sustainable Urban Access: An Exploratory Student Approach to Design of Product Service Systems.
- 2013
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Ingår i: 15th International Conference on Engineering and Product Design Education Conference "Growing our Future", September 2013, Dublin, Ireland. - 9781904670421
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Konferensbidrag (refereegranskat)abstract
- Urban access is a key trans-disciplinary design axiom looking to ensure that every member of the society can reach those locations and resources one needs for a sustainable standard of living and productivity. This should be achieved in a way that does not deprive others from their right to access the same urban environment. Crafting the future of urban transportation design is a dynamic process that depends on developing a thorough understanding of the complexity of the human needs that associate with delivering ways to support urban access and, in particular, more sustainable and socially inclusive mobility patterns. New market demands and customer expectations force public and private organisations to expand their commitment to cross-border collaborations to provide attractive alternative transport modes. This paper discusses the challenge of utilizing design innovation as a tool for eco-branding and how an exploratory approach to this has been used in a post-graduate course in Visual Brand Identity and Product Design. Seven research teams, closely guided by the authors, were affiliated with designing an innovative hypothetical bike-sharing scheme for the city of Gothenburg, Sweden, with the potential to captivate road users’ acceptability. An overall description of the project concept and a brief summary of the results produced are presented herein. More specifically, this paper concentrates solely on one of the most innovative projects delivered within the course and discusses how the students adopted the challenge, as well as the actual project outcome and its contribution to the overall learning experience.
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| 5. |
- Nikitas, Alexandros, 1980, et al.
(författare)
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Innovative Bike-Sharing Design as a Research and Educational Platform for Promoting More Livable Urban Futures.
- 2013
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Ingår i: 5th International Congress of International Association of Societies of Design Research, August 2013, Tokyo, Japan..
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Konferensbidrag (refereegranskat)abstract
- Studying the viability of innovative urban access design is the key to achieve optimum results when attempting to transform dogmatism referring to conventional car-orientation into a meaningful driver of modal change that is founded on the actual societal needs for future transportation. An efficient public bicycle scheme could be the very definition of a solution that could encourage and even facilitate, to a certain extent, such a transition. This paper discusses how a post-graduate course embraced, through the means of a service-oriented design exercise, the potential introduction of such a system. More specifically, seven research teams, closely guided by the three authors, were affiliated with designing a new hypothetical bike-sharing scheme in the city of Gothenburg, Sweden. The paper reports on: a) the novel educational approach the tutors employed, b) the taught experiences that helped the students utilize their potential as learners but also as inventive designers, c) the research in terms of design results and d) the overall transition from solely serving the needs of automotive mobility in urban environments to creating a knowledge platform that actually illustrates an improved design-innovation process to tackle future urban demands and eventually have a real-life context impact on the city of Gothenburg.
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| 6. |
- Person, Oscar, et al.
(författare)
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"It's a honda! For me..." An exploratory student project on branding and product design for the older adult population
- 2009
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Ingår i: 11th International Conference on Engineering and Product Design Education: Creating a Better World, E and PDE 2009; Brighton; United Kingdom; 10 September 2009 through 11 September 2009. ; , s. 526-531
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Konferensbidrag (refereegranskat)abstract
- Physical as well as cognitive needs associated with aging and product usage were long the point of focus when designing for the older adult population, with coursework on ergonomics and human-factors as important components in design education. Today, designers and design educators are challenged to take a more holistic design approach by actively addressing peoples’ needs and wishes associated with the perceptual and experiential aspects of products. In addressing such needs and wishes, the aesthetic and symbolic qualities of products constitute important parts of the product design process. However, the literature on design for the older adult population has only cursorily addressed how educators can integrate and focus on these qualities in design education. In this paper we report on an exploratory student project conducted at Chalmers University of Technology, focusing on branding and design for the older adult population. The purpose of the project was to explore the visual identity of brands as a starting point for the aesthetic and symbolic qualities of products when designing for older users. Results from the project showed that students enthusiastically embraced branding in designing product concepts for this user group. They also displayed a number of attempts to empathise with these users’ specific needs and wishes. In total, the concepts produced in the course suggested a broad range of ideas on how to make products more perceptually as well as experientially appealing for older adults.
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| 7. |
- Person, Oscar, et al.
(författare)
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Teaching strategic product styling: An educational approach to the use of consumer data in designing brand recognition
- 2008
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Ingår i: 10th International Conference on Engineering and Product Design Education, E and PDE 2008; Barcelona; Spain; 4 September 2008 through 5 September 2008.
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Konferensbidrag (refereegranskat)abstract
- Historically, design education on styling focused on the design of products with aesthetic, functional and symbolic appeal to consumers. Today with increased interest in the commercial role of design, design educators also place considerable emphasis on the skills associated with establishing visual brand recognition through styling. While there is undoubtedly much to learn from the various approaches educators use when teaching these skills, design literature has not provided many examples of the educational approaches used for establishing visual brand recognition through styling. In this article, we report on such an approach that aimed to familiarize design students with the collection and usage of quantitative consumer data when seeking visual brand recognition through styling.
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| 8. |
- Selvefors, Anneli, et al.
(författare)
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Using product innovation as eco-branding to encourage sustainable lifestyles - An exploratory student approach to business strategy
- 2011
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Ingår i: DS 69. ; , s. 337-342, s. 337-342
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Konferensbidrag (refereegranskat)abstract
- Recently, new market demands and customer expectations have forced companies to expand their commitment to sustainability and to offer new eco-friendly solutions. It is therefore of increasing importance for companies to expand their product portfolio with new sustainable and innovative designs. New product solutions have the ability to change how we as individuals live and use resources in our everyday life. This offers great opportunities for companies and designers to use creative technology innovation as a tool to promote new sustainable lifestyles. This paper discusses the challenge of using product innovation as eco-branding and how an exploratory approach to this has been used in a number of student projects. Based on in-depth analyses of different brands and their existing products, students created ten new brand, product and service concepts. The sustainability aspect was particularly stressed both in the created concepts and in the accompanying business and brand strategies. In the paper, we report on the overall description of the project as well as the overall results. Finally, we will describe one case in more detail and discuss the project approach in regards to the actual result and contribution to the student learning experience and insight on eco-branding.
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