A New Method to Evaluate Good Design for Brand Recognition in the Digital World

Visual aesthetics has become a crucial element in strengthening brand experience. In the digital era, however, designers need to approach aesthetics from a holistic standpoint where both traditional and more modern factors are taken into consideration. In this paper we present digital BrandUX, a new...

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Bibliographic Details
Published inThe Design journal Vol. 22; no. S1; pp. 1957 - 1971
Main Authors Gonzalez, Itsaso, Val, Ester, Justel, Daniel, Iriarte, Ion, Lasa, Ganix
Format Journal Article
LanguageEnglish
Published Oxford Routledge 01.04.2019
Taylor & Francis Ltd
Subjects
Aesthetics
Brand identification
Design
Designers
Digital technology
Visual communication
Web site design
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Summary:Visual aesthetics has become a crucial element in strengthening brand experience. In the digital era, however, designers need to approach aesthetics from a holistic standpoint where both traditional and more modern factors are taken into consideration. In this paper we present digital BrandUX, a new method to improve brand consistency through the evaluation of aesthetic features. It builds on the Design Format Analysis (DFA) of Warell with the addition of a structured step-by-step approach. To test the method we analysed two web sites using both DFA and digital BrandUX. The results showed that digital BrandUX is a promising advance in aesthetic evaluation, assisting designers in identifying a greater number of visual aesthetic features. Moreover, the method ensured that the designers explored and identified all types of factors, with the exception Of language. Future lines include the development of a handbook to improve ease of use of the method.
ISSN:1460-6925
1756-3062
DOI:10.1080/14606925.2019.1594921