Branded Interactions (Marketing Through Design in the Digital Age)

Digital design plays a crucial role in how customers experience a brand. However, corporate websites and online shops are only part of interactive brand identity; complex user experiences closely interlink conception, design, and technology and integrate consistent prototyping and testing. The importance of mobile experience has grown exponentially in recent years, while interactive ads, chatbots, and digital billboards are increasingly found in the real world. The interface is now the brand, and this changes the professional profile of designers. This extensively updated edition of Branded Interactions is a practical handbook for professional digital designers and those just starting out. It guides the reader through the process of digital brand design in five key phases: discovering a demographic, defining an action plan, designing an interface, delivering a quality product, and distributing the design to the marketplace. Packed with case studies, and real-world examples from brands such as Google, Amazon, and Lego, this book interweaves a wealth of design theory and diagrams to help build a solid framework for any project—incorporating brand strategy at every stage while remaining flexible to leave room for creativity.