12 SC Exhibitions Magazine 2016 When we talk about a strong brand what we mean is that it consistently delivers the emotion it prom ises The most successful brands or at least the ones everyone emulates successfully use design to pro duce an emotional coherence that spans content to product to experience Think Apple or BMW or Chanel Not everything has to look alike but it all has to feel alike Whenever we encounter them we get that familiar brand sensation That tingling tells you it s working So if the goal of design is emotional coherence how is that end achieved Enter the mood board the most quotidian slightly embarrassing and now ubiquitous design tool The mood board has long This cab stand at Madison Square New York ca 1900 was once an everyday scene From the archives of The Library of Congress The most successful brands or at least the ones everyone emulates successfully use design to produce an emotional coherence that spans content to product to experience been associated with the softer design arts fash ion interiors styling that trade in allusion and affect Decorators used them but serious architects didn t There s no science to it simply a collection of inspirations and influences an array of Xeroxed pictures pinned to a foam core panel or scattered on the studio floor a cloud of references composed to evoke atmosphere Its very vaporousness is the point Pictures joined together don t signify any one thing but rather inchoate feelings An image of a silky kitty when juxtaposed with an Angora bun ny a desiccated dandelion and an Eskimo anorak is freed from the bonds of the corporeal and be comes the essence of fluffiness For the professional

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