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International Marketing

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Why is design important? [Oct. 27th, 2005|08:57 pm]
International Marketing

intl_marketing

[candlelight1228]
[Current Mood |thinking out loud]
[Current Music |Thesis Prof Talking]

Background: Web Designer/Business Consultant working on graduate thesis...

In terms of business sytems... (in the larger sense - ie corporate identity, databases, web sites, software, intranet, etc) If a system works and runs as it should, why is the design important? What about design will set apart one system to another? Why is it we "need" design in everyday things we use within business?

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[User Picture]From: sigh_of_saudade
2006-03-07 02:24 pm (UTC)
Design is an important part of the whole branding process.

One of the strengths of a strong brand is that it is easily recognised.
The easy and quick recognition then attaches a series of brand drivers
and brand values to that recollection.

To put it very simple with a known example : Nike

When we see the Nike 'swoosh', we immediately recognise it as the Nike logo.
It triggers the knowledge we have of Nike (because it is such a strong brand).
When seeing the 'swoosh', we automatically think references like victory, competition, active life, ...

You need a strong brand to instantly connect to those brand drivers and values,
but you need a design element to attach recollection and recognition to.

Design (logo, typography, colours, ...) is what sets aside strong brands.
It is why we would never mistake pepsi for coca cola...and it is just the same
for websites.
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