DesignEffect - measuring the future brand effect of graphic design

Gert Kootstra, Jos Vink and Pieter van Ginkel

Until now designers, brand managers and researchers around the world had to do without a validated research instrument to predict effects of design.

DesignEffect – measuring the future brand effect of graphic design

Gert KootstraCensus Design Management, Netherlands

Jos Vink and Pieter van GinkelBlauw 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...

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