25.5. Understanding Brand Essence, Promise and Positioning
Because industrial designers are instrumental in transforming brand characteristics into visual expressions, they make it a point to understand brand attributes, brand promise to the consumer, and strategic brand positioning direction. Likewise, designers are interested in the target consumers' perception of the company's verbal brand values as well as the consumers' own personal-identity-related desires. The designer's role is to then incorporate the brand identity values and the consumer perceptions and desires as fundamental criteria in the concept generation and development process.
Figure 25-1. SCENARIOS ARE VALUABLE FOR ILLUSTRATING HOW USER CHARACTERISTICS DRIVE DESIRED PRODUCT ATTRIBUTES.
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