Personality of Interaction : Expressing Brand Personalities Through Interaction Aesthetics

• Practicing designers must usually relate to branding in some manner. A designed artifact must support the brand in a constructive way and help establish positive brand experiences, which in turn have strategic value for the brand's institution. While there is obvious application of visual branding knowledge to the visual form of interactive artifacts, interviews with expert practitioners reveal a lack of systematic means to craft an interaction aesthetic to support a brand. Our empirical study relates attributes of interactive experience to that of 'brand personality', a common way of quantifying how a brand should be perceived. We show that particular attributes of interactivity, such as whether an interaction has a continuous rather than discrete flow, are related to particular brand traits. Our empirical results establish a clear commercial significance for deeper, systematic ways of analyzing and critiquing interactive experiences.

Nyckelord

aesthetics

branding

interactivity

design

experience

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