Personality of Interaction : Expressing Brand Personalities Through Interaction Aesthetics

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Personality of Interaction : Expressing Brand Personalities Through Interaction Aesthetics

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Publication Paper in proceeding
Title Personality of Interaction : Expressing Brand Personalities Through Interaction Aesthetics
Author Aagesen, Peter Tolstrup ; Heyer, Clint
Date 2015
English abstract
Practicing designers must usually relate to branding in some manner. A designed artifact must support the brand in a constructive way and help establish positive brand experiences, which in turn have strategic value for the brand's institution. While there is obvious application of visual branding knowledge to the visual form of interactive artifacts, interviews with expert practitioners reveal a lack of systematic means to craft an interaction aesthetic to support a brand. Our empirical study relates attributes of interactive experience to that of 'brand personality', a common way of quantifying how a brand should be perceived. We show that particular attributes of interactivity, such as whether an interaction has a continuous rather than discrete flow, are related to particular brand traits. Our empirical results establish a clear commercial significance for deeper, systematic ways of analyzing and critiquing interactive experiences.
Conference
CHI Conference on Human Factors in Computing Systems (May 07-12, 2016 : San Jose, CA, USA)
DOI https://doi.org/10.1145/2858036.2858521 (link to publisher's fulltext.)
Publisher ACM
Host/Issue 34th annual Chi Conference On Human Factors in Computing Systems, Chi 2016;
ISBN 978-1-4503-3362-7
Pages 16
Page 3126-3130
Language eng (iso)
Subject aesthetics
branding
interactivity
design
experience
Technology
Research Subject Categories::TECHNOLOGY
Handle http://hdl.handle.net/2043/27374 Permalink to this page
Link http://chi2016.acm.org/wp/... (external link to related web page)
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