Essay from the year 2014 in the subject Design (Industry, Graphics,
Fashion), grade: 1.1, Central Queensland University, course: Brand
Image Design, language: English, comment: Grade has been converted
from Australian (29/30) to German (1.1), abstract: Aesthetics are
an integral part of marketing communications, influencing the
design of logos, advertising, atmospherics and package design. The
strategic management of brand image design is essential to
developing and implementing a corporate or brand identity.
According to Simonson & Schmitt (1997), aesthetics can create
tangible value for an organization because: aesthetics creates
consumer loyalty aesthetics allows for premium pricing aesthetics
cuts through information clutter, increasing the memorability of
the visual marks of the company, which in turn increases its chance
of selection at the point of purchase aesthetics affords protection
from competitive attacks aesthetics can save costs and increase
productivity, as employees and outside suppliers need to spend less
time in creating new layouts and messages David Garvin's (1987)
book, the Eight Dimensions of Product Quality, consists of
performance, features, reliability, conformance, durability,
serviceability, aesthetics and perceived quality. The concept
defines aesthetics as 'the subjective dimension indicating the kind
of response a user has to a product. It represents the individual's
personal preference' (Karch, 2008). Aesthetics management should
begin with a thorough status quo analysis of every aspect of a
company or brand's visual and sensory identity. The objective of
this analysis is to get a clear understanding of the identity that
the organisation wants to project for itself and its brands in its
aesthetic output (its corporate expressions) and how customers
perceive the organisation's current aesthetic output (customer
impressions). (Simonson & Schmitt, 1997, p.45.) Brand Identity
focuses on the following attributes of aesthet"
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