branded interactions - martin nedbal
DESCRIPTION
TRANSCRIPT
JUST THE BEGINNING
BRANDED INTERACTIONS
MARTIN NEDBAL / visual & ux designer
WHAT IS A BRAND?
TODAYA BRAND IS THE SUM OF THE CUSTOMER’S EXPERIENCES WITH THE RELEVANT PRODUCT OR COMPANY,
IT IS TRANSMITTED IN EVERY INTERACTION WITH THE CUSTOMER OVER THE LIFETIME OF THE RELATIONSHIP
EVOLUTIONAUSTRALOPITHECUS BRAND NEANDERTHAL BRAND SAPIENS SAPIENS BRAND
LOGOIdentifies a property
MARKRepresent a trust
BRANDWay of being
THE BRANDED INTERACTIONS
NOWADAYS WE ARE WITNESSING THE RISE OF ANOTHER ELEMENT IN BRAND DESIGN:
UNIQUE AND MEANINGFULMICROINTERACTIONS.
ARETHE WAY THEY TAKES PLACE AND ARE PERCEIVED, BECOMES A FEATURE OF THE BRAND IDENTITY ITSELF.
EMPLOY THE INTERACTION AS A MEANS OF COMMUNICATING THE BRAND CHARACTER.
GOAL
UNIQUE INTERACTION
PRODUCT
STRONG LEVELBRANDINGMATHEW MOORE 2013
BRANDED INTERACTIONS
“WHEN THE INTERACTION IS UNIQUE, YOUR USERS CAN BEGIN TO ASSOCIATE THAT INTERACTION WITH YOUR PRODUCT. IF YOU CAN OWN AN INTERACTION, THAT’S A VERY STRONG LEVEL OF BRANDING IN TODAY’S INTERFACE-FILLED WORLD.”
NEED TO EXISTS ON THE SAME BASIS OF A GOOD LOGO DESIGN, MUST BE:
UNIQUERELEVANTMEMORABLE A BRAND-REINFORCING EMOTION.
EMOTIONAL DESIGN SEEKS TO INCREASE THE MOTIVATION TO USE A PRODUCT.
INCREASING MOTIVATIONPSICOLOGY
REMOVING FRICTIONUSABILITY
BUILDING A BRANDED INTERACTION IS DIFFICULT.
THE CHALLENGE
YOU HAVE TO FIND A SPECIFIC PATTERN THAT COMBINES DIFFERENT CUES: VISUAL, MOTION, INTERACTION, AUDIO ALL IN A SMALL MOMENT
SOMEEXAMPLES
LET SEE SOME ADDED VALUES THROUGH EXAMPLES
FACEBOOK “LIKE” BUTTON
IS PART OF THE BRAND AS AN ICON.BUT IS AN ACTION.SIMPLE + EFFECTIVE.
FACEBOOK “LIKE” BUTTON
THAT’S WHY FACEBOOK TODAY IS MORE REPRESENTED BY THE LIKE ICON THAN ITS OWN LOGO.
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I-TUNES COVER FLOW
DIFFERENTIATION AND RECOGNITION BY THE USE OF NEW OR UNUSUAL INTERACTION MODES COMMUNICATING THE BRAND CHARACTER
TWITTER - PULL DOWN TO REFRESH
CREATE STRONGER TIES ON HABIT/USAGE LEVEL BY THE USE OF INTERACTION AS A CHARACTERISTIC FEATURE OF AN ACTIVITY OR ACTION
PRISMATIC APP - EXPANDED MENU
GOOGLE MAP
GREATER CONVERGENCE OF A CUSTOMER TO THE PROVIDER, BY MOMENTS IN WHICH BENEFITS AND ADDED VALUES ARE DIRECTLY EXPERIENCED AND CUSTOMERS ARE ENCOURAGED TO PARTICIPATE AND INTERACT BY GIVING THEM GREATER CONTROL OF THE SITUATION
CONCLUSIONHOW A BRAND COMES ACROSS TODAY, IS DETERMINED MORE BY ITS CUSTOMER INTERFACES THAN BY THE GOOD OLD LOGO AND CORPORATE DESIGN.
BE THEY WEBSITES, MOBILE APPS, SPATIAL INSTALLATIONS OR DYNAMIC ARCHITECTURE, THESE INTERFACES ARE, FIRST AND FOREMOST, INTERACTIVE IN NATURE, AND ALLOW FOR EXTENSIVE COMMUNICATION BETWEEN BUSINESS AND CONSUMER.
Thank you
Martin Nedbal