DesignEffect – measuring the future brand effect of graphic design

Gert Kootstra
Census Design Management, Netherlands

Jos Vink and Pieter van Ginkel
Blauw Research, Netherlands

INTRODUCTION

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. The paper also describes how the instrument was developed and how it has assisted clients involved in evaluating design alternatives. It provides the industry with a validated, free to use instrument to predict the effects of design.