английский => русский Техника Автомобили / Автомеханика design

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Semantic Transformation From Brand Characteristics to Design Cues

With regard to developing and maintaining brand recognition, design involves two important aspects: attractiveness and strategic meaning creation. Firstly, by simply developing visually attractive designs, companies can substantially strengthen their brand image (Page and Herr, 2002). Secondly, product design can be used strategically to foster favourable brand identity and to create brand value (Schmitt and Simonson, 1997; Stompff, 2003; Borja de Mozota, 2004). Designers can encode intentional meanings into products that, as a result, target customers then interpret in a favourable manner. By managing selected design features strategically and consistently, companies can substantially impact on the visual recognition of their brands (Warell, 2001; Pugliese and Cagan, 2002; McCormack and Cagan, 2004; Karjalainen, 2004).

Value-Based and Artificial Design Cues

Visual recognition can be achieved through various design features. Companies can select features, such as shapes, forms, colours, materials, surfaces, textures, graphical elements, and logos on the basis of their ‘plain’ attractiveness and simply use them repeatedly to create recognition. However, the intentional approach of strategic meaning creation suggests that brand design cues should be ‘value-based’ in order to contribute to a solid and consistent recognition. Value-based design cues evoke references that are closely linked to the brand’s core values. For example, BMW uses strong shapes and dynamic forms in its cars that clearly communicate the BMW values of power and performance, equating making BMW cars to “ultimate driving machines”, as the brand slogan has suggested.

A close link between design features and brand has also been illustrated by Ravasi and Lojacono (2005), who state that the brand’s design philosophy, including visual design features, should embrace the company’s competitive scope and strategic intent. As the authors continue, the unity of intent and consistency of action are starting points for successful design. In particular, design has a strong potential of evoking symbolic associations to support brand values.

If the link between design references and brand core values are missing, design cues may be perceived as ‘artificial.’ The famous kidney-shaped grille of BMW is an example of an artificial design cue. Its appearance does not directly relate to BMW-specific values. Nonetheless, as the BMW case shows, artificial design cues can also become powerful signs of recognition when consistently used.