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A New Method to Evaluate Good Design for Brand Recognition in the Digital World.pdf (681.9Kb)
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Title
A New Method to Evaluate Good Design for Brand Recognition in the Digital World
Author
Gonzalez Ochoantesana, ItsasoMondragon Unibertsitatea
Val, EsterMondragon Unibertsitatea
Justel Lozano, DanielMondragon Unibertsitatea
Iriarte, Ion ccMondragon Unibertsitatea
Lasa, GanixMondragon Unibertsitatea
Research Group
Centro de Innovación en Diseño
Published Date
2019
Publisher
Routledge
Keywords
aesthetic evaluation
brand experience
website
consistency
Abstract
Visual aesthetics has become a crucial element in strengthening brand experience. In the digital era, however, designers need to approach aesthetics from a holistic standpoint where both tradition ... [+]
Visual aesthetics has become a crucial element in strengthening brand experience. In the digital era, however, designers need to approach aesthetics from a holistic standpoint where both traditional and more modern factors are taken into consideration. In this paper we present digital BrandUX, a new method to improve brand consistency through the evaluation of aesthetic features. It builds on the Design Format Analysis (DFA) of Warell(2001) with the addition of a structured step-by-step approach.To test the method we analysed twoweb sites using both DFA and digital BrandUX. The results showed that digital BrandUX is a promising advance in aesthetic evaluation, assisting designers in identifying a greater number of visual aesthetic features. Moreover, the method ensured that the designers exploredand identified all types of factors,with the exception of language. Future lines include the development of a handbook to improve ease of use of the method. [-]
URI
https://hdl.handle.net/20.500.11984/1602
Publisher’s version
https://doi.org/10.1080/14606925.2019.1594921
ISSN
1460-6925 Print
Published at
The Design Journal  Vol. 22. Sup. 1. Pp. 1957-1971, 2019
Document type
Article
Version
Published
Rights
© The Authors
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Open Access
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  • Articles - Engineering [474]

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