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Design and emotional connection

Published on april 18 , 2017 | Categories: design management;

Design and emotional connection

Published on april 18 , 2017 | Categories: design management;

As a customer, how do you make your choice for a particular brand?

You will certainly answer that your choices are based on the quality, the reputation of the company and the trust that the brand conveys. In that sense, your connection to a trusted brand transcends the aesthetic and functional form, it also stirs emotions in you. This is because the strategic plans of most successful companies are outlined based on the emotional design of brand positioning.

There are three structural levels of emotional design - visceral, behavioral and reflective. To understand these levels, think of the following situation: Winter has arrived and you go to the mall to buy a sweater.

Visceral Level: What matters is that the shirt is beautiful, even if it does not warm you. In this case, aesthetics is the most important factor.

Behavior Level: The sweater may not be as pretty, but it's okay as long as it warms you. This is because, at this level, the functionality is prioritized.

Reflective Level: There's no question, you buy a Nike sweater, because you always feel good about this brand.

The emotional design seeks to meet the needs of the target audience in a strategic and innovative way, not only is it responsible for the aesthetics of the product, but also for the positive experience of the user with the brand. With a good design strategy, the brand value is built and the customer experience extends beyond the physical design of the product.

Watch the video on the evolution of the Indusbello brand:



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