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Branded Interaction Design is a brand-orientated design approach for interactive applications. These include websites, webshops, apps, installations, interactive billboards and other digital products, which user get in contact with – and serve as brand touch-points.
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Overview
For a long time, the brand was associated by its visual appearance – the Corporate Design or Brand Design. With the advent of digital applications, brands needed to extent to new digital channels. Compared to print media as a traditional vehicle for brand communication, digital media has a lot more elements than just visuals, like animation, interaction and sound.[1] In addition, there is normally a form of participation by the users (e.g. product reviews or reports).
Relevance
Today, for most brands digital interfaces are the most essential - or at least a central - contact point. Furthermore, websites often serve as a sales, marketing and service channel in one. Branded Interactions therefore become more and more the core discipline in brand management. This leads to a changing role of design agencies in the long term: Some traditional design, branding or advertising agencies try to expand their business model to interactive media. Since interactive applications of a brand effect the product directly (e.g. software interfaces or apps), Branded Interactions have a closer bond with the core business, than traditional Corporate Design.[2] Therefore design agencies play more often the leading role in consulting brands and are included earlier in the planning process.[3]
Objectives
The objectives of branded interaction design are a coherent brand experience in different digital and non-digital contexts by providing real value and generate a brand relevance for users.[4] In that way it is possible to create a sustainable brand experience, which involves costumer through agile methods. Interactive and social media as well as a constant dialogue – between brand and user – play a key role for a further brand development.
Process
The Branded Interaction Design Process was developed to cope with the demand for a strategic approach in the digital age, which include all possible touchpoints. It is based on the principles of the Design Thinking process and corresponds with the basic features known in the agency process. But with the BIXD[3] process the brand strategy and design process are merged together to meet the demands of complex digital brand projects.
See also
Footnotes
- ↑ Davide Casali: The Beginning of Branded Interactions. http://intenseminimalism.com/, 6. März 2013, abgerufen am 22. April 2016 (englisch).
- ↑ Zhenzhen Zhao and Christine Balagué: Designing branded mobile apps: Fundamentals and recommendations. In: M. J. Dollinger (Hrsg.): Business Horizons. Kelley School of Business, Indiana 15. Februar 2015.
- ↑ a b Marco Spieß: Branded Interactions: Digitale Markenerlebnisse planen und gestalten. Verlag Hermann Schmidt Mainz, Mainz 2012, ISBN ISBN 978-3-87439-830-5(?!), S. 356.
- ↑ Tao Yang and Davide Bolchini: Branded Interactions: Predicting Perceived Product Traits and User Image from Interface Consistency and Visual Guidance. In: Interacting with Computers. Oxford University Press, Oxford 2013, ISBN 1873-7951(?!).
