TRACK Forward: How design influences perception

Hamburg, May 2019: Brand experience was the focus of attention in this, the sixth in the series of thought-provoking TRACK Forward lectures. Felix van de Sand, Managing Director of COBE, drew on many eye-opening examples to illustrate how design codes influence the brand experience. “Interfaces tell stories” was his clear message. This makes it all the more important for a brand to present a coherent brand history across all channels.

It became especially exciting when our guest expert gave us some interesting inside stories and described how a product or service can be positioned as a premium brand, for example, by using certain design signals. Consumers learn, however, in the course of a lifetime, how to decipher certain codes. Van de Sand referred to this as “wisdom gained from experience”. Wine in a classic wine glass, for example, is far more likely to be perceived as being of high-quality. The same wine in a water tumbler will probably come over as cheap and mass-produced.
He put it in a nutshell by saying, “Falling in love with a product is not a rational decision”. Most consumer decisions are based on emotional impressions. And it is more crucial and relevant today than ever to establish the right type of brand emotion – and translate this into a coherent brand experience.

After the presentation, the discussion continued well into the evening at a lively reception, accompanied by wine, snacks and music. TRACK Forward aims to provide an inspiring, thought-provoking platform for discussions on topics such as digitalization, latest industry trends, and innovative developments.

Find out more about TRACK Forward

Previous Post
Short and sweet: bite-size stories to snack on
Next Post
TRACK positions Barmenia as a “human” insurance company

Related posts

WWF

Stop the plastic flood In Germany, the World Wide Fund For Nature (WWF) is best known for its campaigning to protect endangered species and fighting poaching. With its new umbrella…
Read on
Menu