While appearances can gain consumers’ attention, many more senses create genuine engagement. By using rigorous processes such as sensory brand engineering brands will be able to understand and exploit opportunities, says DCA’s Garen Kouyoumjian.
Ancient beasts show it is in our nature to stereotype, says JDO Brand & Design’s Crispin Reed. But what challenges does this instinctive behaviour present for design and how can it be used to the industry’s advantage?
You only get one shot at launching a product successfully, says Spring’s Erika Clegg. To ensure it is a successful one, brands should aim to work with design agencies that embrace the core launch principles: people, vision and craft.