Measuring The Future Brand Effect Of Graphic Design

Provided by: ESOMAR
Topic: Software
Format: PDF
Until now designers, brand managers and researchers around the world had to do without a validated research instrument to predict the effects of design. Neither in literature nor in practice was a usable instrument found. This paper explains how the Dutch Designers Association (BNO) changed this by initiating, developing and introducing a market research instrument to fill this void. The instrument helps both designers and clients predict the future brand effect of graphic design attributes, such as logos, packs, brochures and advertisements.

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