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Identity references in product design: An approach for inter-relating visual product experience and brand value representation.

Warell, Anders LU (2015) In Procedia Manufacturing 3. p.2118-2125
Abstract
This paper examines references of visual product identity in product design. The perception of identity is the result of a composite experience of the presentational and representational dimensions of the product. As consumers to a large degree create their value perceptions of products and brands based on the design of the product, it is important for companies to understand how perceptions of identity are created and conveyed through product design. In this paper, product identity is conceptualised and an approach to examine visual product identity is proposed. Product examples are used to illustrate possible product experiences and how they relate to perceptions of product identity. In essence, the paper suggests principles for how... (More)
This paper examines references of visual product identity in product design. The perception of identity is the result of a composite experience of the presentational and representational dimensions of the product. As consumers to a large degree create their value perceptions of products and brands based on the design of the product, it is important for companies to understand how perceptions of identity are created and conveyed through product design. In this paper, product identity is conceptualised and an approach to examine visual product identity is proposed. Product examples are used to illustrate possible product experiences and how they relate to perceptions of product identity. In essence, the paper suggests principles for how brand identity may be materialised through meaningful references in visual design – in this way, product identity can be seen as a mode of tangible branding. It is proposed the analysis presented in this paper provides a means for identifying and developing strategies for brand representation through visual product design. It may also be utilised as a conceptual framework, which can be used as a pedagogical tool for design education and designers when considering the alternative approaches available for designing visual product identity. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Product design, identity, preception, experience, brand, presentation, representation
in
Procedia Manufacturing
volume
3
pages
2118 - 2125
publisher
Elsevier
external identifiers
  • Scopus:85009973130
DOI
10.1016/j.promfg.2015.07.350
language
English
LU publication?
yes
id
911f097d-767b-416e-a590-44f98f6ffbd3 (old id 8032080)
date added to LUP
2015-09-29 16:36:00
date last changed
2017-02-19 04:28:46
@article{911f097d-767b-416e-a590-44f98f6ffbd3,
  abstract     = {This paper examines references of visual product identity in product design. The perception of identity is the result of a composite experience of the presentational and representational dimensions of the product. As consumers to a large degree create their value perceptions of products and brands based on the design of the product, it is important for companies to understand how perceptions of identity are created and conveyed through product design. In this paper, product identity is conceptualised and an approach to examine visual product identity is proposed. Product examples are used to illustrate possible product experiences and how they relate to perceptions of product identity. In essence, the paper suggests principles for how brand identity may be materialised through meaningful references in visual design – in this way, product identity can be seen as a mode of tangible branding. It is proposed the analysis presented in this paper provides a means for identifying and developing strategies for brand representation through visual product design. It may also be utilised as a conceptual framework, which can be used as a pedagogical tool for design education and designers when considering the alternative approaches available for designing visual product identity.},
  author       = {Warell, Anders},
  keyword      = {Product design,identity,preception,experience,brand,presentation,representation},
  language     = {eng},
  pages        = {2118--2125},
  publisher    = {Elsevier},
  series       = {Procedia Manufacturing},
  title        = {Identity references in product design: An approach for inter-relating visual product experience and brand value representation.},
  url          = {http://dx.doi.org/10.1016/j.promfg.2015.07.350},
  volume       = {3},
  year         = {2015},
}