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VISUAL DESIGN

ARCHITECTURAL BRANDSCAPING

Information vs persuasion

DESIGN THINKING

COMMUNICATION DESIGN Communication design is a mixed discipline between design and information-development which is concerned with how media intermission such as printed, crafted, electronic media or presentations communicate with people. A communication design approach is not only concerned with developing the message aside from the aesthetics in media, but also with creating new media channels to ensure the message reaches the target audience.

PERCEPTUAL PSYCHOLOGY Perceptual psychology is a branch off of cognitive psychology dealing with mental processes that we use in everyday living

WORKING WITH IDEAS, EMOTIONS, MEMORIES INFORMATIONS AND IDENTITIES IN ARCHITECTURE

Visual Design is the design working in any media or support of visual communication This is a correct terminology to cover all types of design applied in communication that uses visual channel for transmission of messages, precisely because this term relates to the concept of visual language of some media and not limited to support a particular form of content, as do the terms graphic design (graphics] or Interface design (electronic media)

INFORMATION DESIGN

USER-CENTERED DESIGN

INTERACTION DESIGN Interaction design (IxD) is "the practice of designing interactive digital products, environments, systems, and services."[1] Like many other design fields Interaction Design also has an interest in form but its main focus is on behaviour.[1] What clearly marks Interaction design as a design field as opposed to a science or engineering field is that it is synthesis and imagining things as they might be, more so than focusing on how things are.[2

COGNITIVE SCIENCE (1973)

CULTURAL STUDIES

How can architects use branding as a means to differentiate places from the inside out—and not, as current development practices seem to dictate, from the outside in? When architecture brings together ecology, economics, and social well-being to help people and places regain self-sufficiency, writes Klingmann, it can be a catalyst for cultural and economic transformation

USER EXPERIENCE DESIGN

is the practice of designing products, processes, services, events, and environments with a focus placed on the quality of the user experience and culturally relevant solutions, with less emphasis placed on increasing and improving functionality of the design.(^ Aarts, Emile H. L.; Stefano Marzano (2003). The New Everyday: Views on Ambient Intelligence. 010 Publishers. p. 46. ISBN 9789064505027.)

User experience design most frequently defines a sequence of interactions between a user (individual person) and a system, virtual or physical, designed to meet or support user needs and goals, primarily, while also satisfying systems requirements and organizational objective.

In the twenty-first century, we must learn to look at cities not as skylines but as brandscapes, and at buildings not as objects but as advertisements and destinations. In the experience economy, experience itself has become the product: we're no longer consuming objects but sensations, even lifestyles. In the new environment of brandscapes, buildings are not about where we work and live but who we imagine ourselves to be. In Brandscapes, Anna Klingmann looks critically at the controversial practice of branding by examining its benefits, and considering the damage it may do.

But beyond outlining the status quo, Klingmann also alerts us to the dangers of brandscapes. By favoring the creation of signature buildings over more comprehensive urban interventions and by severing their identity from the complexity of the social fabric, Klingmann argues, today's brandscapes have, in many cases, resulted in a culture of the copy. As experiences become more and more commodified, and the global landscape progressively more homogenized, it falls to architects to infuse an ever more aseptic landscape with meaningful transformations.

ENVIRONMENTAL ARCHITECTURE EXPERIENCE DESIGN

Anna Klingmann, Brandscapes. Architecture in the Experience Econom, MIT Presss, Cambridge Massachusetts

Klingmann argues that architecture can use the concepts and methods of branding—not as a quick-and-easy selling tool for architects but as a strategic tool for economic and cultural transformation. Branding in architecture means the expression of identity, whether of an enterprise or a city; New York, Bilbao, and Shanghai have used architecture to enhance their images, generate economic growth, and elevate their positions in the global village. Klingmann looks at different kinds of brandscaping today, from Disneyland, Las Vegas, and Times Square— prototypes and case studies in branding—to Prada's superstar-architect-designed shopping epicenters and the banalities of Niketown.

COGNITIVE PSYCHOLOGY Ulric Neisser coined the term "cognitive psychology" in his book Cognitive Psychology, published in 1967[3][4] wherein Neisser provides a definition of cognitive psychology characterizing people as dynamic information-processing systems whose mental operations might be described in computational terms.

BRANDSCAPES

9780262113038 F30

EXPERIENTIAL ARCHITECTURE

BRANDSCAPE BRANDISM BRANDSCAPING

CONSUMER SATISFATION

EXPERIENTIAL MARKETING

ANTROPOLOGY SCIENCE

RELATIONSHIP MARKETING

MARKETING

TOTAL LIVING

BRAND EXPERIENCE

BRAND STRATEGY

the recent trend in branding architecture and how architecture has come to expand two-dimensional logos into three-dimensional experiences.

Brandism is a technique that connects architecture with branding in order to create a unique identity for a location, and thus increase the value of that location. With brandism, architects look at the culturally unique and interesting elements of a location and incorporate these elements into their design. The goal is to capture the inherent potential of the places and people and design a development that is not only aware of, but enhances the cultural growth of an area. In this way, the building becomes a symbol for the area. In aesthetics and use it represents the population and becomes a branded destination that attracts both local users and visitors, acting as a catalyst for growth and the improvement of urban districts.[1] A brand is a set of values associated with a product or service, and in the case of Brandism, it is a set of values associated with the community and symbolized by architecture. The Brandism technique is inside-out branding. It uses qualities already present in an area, and pulls them out, creating a brand for the area, unique to the location. Brands often have a homogenizing influence when they are used by major corporations to impose the corporation's brand identity on the community, but when used in the opposite way, brands can have a positive impact on the creation of an identity and community.

BRAND MANAGEMENT

BRAND The American Marketing Association defines a brand as a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name." [1]

EXPERENTIAL ARCHITECTURE, BRAND ENVIRONMENT & INTERACTIVE TECHNOLOGY Brand represents the intellectual and emotional associations that people make with something. An experience is the interaction between peopleand their environment, anything our senses perceive. Experience co-exists with brand in our thoughts and feeling. On-line sales continue to increase exponentially. Retail stores will always provide a place for customers to touch, feel and test the products, necessities for most purchase decisions. A retailers website is an opportunity to inform and assist purchase decisions and to extend their brand experience.


Brandscaping Map