Abstract
The main objective of this study is to define what means a good design, how it can be measured and reflect brand identity as a key aspect of branding strategy. According to this, web, logo and product design were measured considering three dimensions: credibility, expressivity and functionality. The methodological design was defined by a quantitative approach with 58 Spanish companies considering small and medium segments from variety industries. The results offer insights about what mostly affects a good design and also reveal critical differences about managers and design experts perceptions. Authors also advise research limitations and future developments.
Original language | English |
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Publication status | Published - 5 Apr 2011 |
Event | 7th Global Brand Conference 2011 - Duration: 4 Apr 2011 → 7 Apr 2011 |
Conference
Conference | 7th Global Brand Conference 2011 |
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Period | 4/04/11 → 7/04/11 |