Branded interactions : marketing through design in the digital age /
"Digital design plays a crucial role in how customers experience a brand. However, corporate websites and online shops are now only part of interactive brand identity. Digital touchpoints are becoming more widespread and more complex in their design demands, embracing apps, chatbots, interactiv...
Đã lưu trong:
| Những tác giả chính: | , |
|---|---|
| Định dạng: | Sách |
| Ngôn ngữ: | Tiếng Anh Tiếng Đức |
| Được phát hành: |
London [England] :
Thames & Hudson,
2020.
|
| Phiên bản: | Revised and updated edition. |
| Những chủ đề: |
Mục lục:
- Preface
- Foreword
- Introduction
- Set-up : planning a project
- Process : giving structure to a project
- Discover : research and analysis. Understand the business ; Understand the brand ; Understanding the user ; Define the goal
- Define : strategy and synthesis. Plan the communication strategy ; Plan the brand experience ; Plan the user experience ; Generate ideas ; Define the metrics
- Design : concept and visuals. Structure design tasks ; The basics of branded interactions ; Design screen-based interactions ; Design space-based interactions ; Design virtual and augmented reality ; Design conversations ; Design smart objects ; Prototyping ; Testing
- Deliver : documents and production. Develop BIxD systems ; Create style guides ; Create pattern libraries ; Monitor production ; Project launch & debrief
- Distribute : rollout and updates. Implement the BIxD ; Refine & update the BIxD ; Further BIxD development ; BIxD and cultural change.