Brand experience is how the user feels when engaging or interacting with a brand. Some brands evoke feelings of innovation and technology, while other brands are untrustworthy and have a bad reputation.
Brand experience is subjective and changes from person to person because each individual has different experiences and associations that are evoked by the brand.
Strengthening or expanding brand experience is a common motivator to enter the product development process. Brand experience is refreshed when a new product is introduced to the product mix.
Businesses want to reinforce their brand and provide their consumers with continuous opportunities for brand experience. From marketing materials to customer satisfaction, all of these touch points are moments where the consumer can deeply experience the brand.
Literature on Brand Experience
Here’s the entire UX literature on
Brand Experience by
the Interaction Design Foundation, collated in one place:
What separates great products from good ones? Attractive designs? User testing? Genius designers? Well, these might be contributory factors, but the true distinction lies in how they make users feel. Every experience has an emotional component, and using products is no different. Incorporating emotion should therefore be a key consideration when designing products or websites. This course will provide you with an understanding of emotional responses and how to create designs that encourage them.
An understanding of emotional design—how users feel and what affects these feelings—is essential if you want to provide great user experiences. There are probably things near you right now that are not necessarily the best, and they might not even be particularly attractive, but you are nonetheless still using them. Take a seashell from your favorite beach, or your very first tennis racket, for example; they are meaningful to you, and you consequently feel a connection to them. These connections are powerful; they subconsciously affect you and have the capacity to turn inanimate objects into evocative extensions of you as an individual.
In this course, we will provide you with the information necessary to elicit such positive emotional experiences through your designs. Human-computer interaction (HCI) specialist Alan Dix provides video content for each of the lessons, helping to crystallize the information covered throughout the course. By the end of it, you will have a better understanding of the relationship between people and the things they use in their everyday lives and, more importantly, how to design new products and websites which elicit certain emotional responses.