Format:
103 pages :
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illustrations ;
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21 × 29.7 cm.
Content:
AUTHOR-SUPPLIED ABSTRACT: Abstract: Today's consumers are faced with an extraordinary number of product choices when they look at the shelves in almost any kind of store. Brands turn towards creative branding methods in order to establish themselves and stand out on the shelves. The utilization of brand (surface) patterns as a key to establishing a visual identity is one of these methods. This is something that has become very popular in the fashion industry, such as with Louis Vuitton, Burberry, Gucci, et cetera It has also become prevalent within the design community on Instagram and Pinterest. Brand patterns require certain characteristics independent from the brand's popularity in order to be recognizable and influ- ential instead of merely a decorative detail. This thesis aims to discover what criteria a brand pattern should follow when utilized in the visual identity of a brand to ensure recognition. There are many factors that contribute to a design's recogniza- bility, and each factor is explored throughout this thesis. The factors are analyzed with the use of literature and studies that investigate recognizability, pattern psychology, consumer pre- ferences, as well as more practical factors such as color, motif, systems, et cetera A case study analyzes how brands maintain a co- hesive identity between their pattern variations. Interviews with practicing designers are conducted to gain insight on their own conclusions and reasonings for their design decisions. A focus group questionnaire allows the author to weigh the importance of each criterion. In order for consumers to be able to identify a brand by the presence of its patterns and pattern elements alone, the author has concluded that the patterns should follow certain criteria. These criteria, which are the result from the research in this thesis, can be used as guidance for elevating a brand pattern to a design that is able to gain this level of attention.
Note:
DISSERTATION NOTE: Bachelor of Arts thesis in Graphic Design and Visual Communication, Berlin International University of Applied Sciences, 2023.
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MACHINE-GENERATED CONTENTS NOTE: Table of Contents title surface Pattern Design as a Tool to Developing a Recognizable and Engaging Brand Identity 01 Introduction 1.1 Methodology 10 1.2 Scope and Limitations 11 02 Brief Psychology Analysis 2.1 Why Humans Like Patterns 12 2.2 Consumer Perception 13 2.3 Recognizability 14 2.4 Gestalt Principles of Grouping 16 03 Colors as a Factor, Among Others 3.1 Color Theory Simplified 18 3.2 Types of Motifs and Their Interpretations 22 04 Spatial Programming 4.1 Joints and Units 26 4.2 Scale 30 05 Flexible Visual Systems 5.1 What Is a Flexible Visual System? 32 5.2 Use for Cohesion and Flexibility 33 06 Case Study and Examples of Use 6.1 a Case Study of Recognizable Patterns 36 6.2 Pattern Example: Olivetti 56 6.3 Pattern Example: Karl Gerstner and Coop Switzerland 58 08 the Criteria 60 09 Focus Group Questionnaire 62 10 Creative Discourse 66 11 Conclusion 68 12 Design Project 70 13 Sources 13.1 References 80 13.2 Figure Sources 84 14 Appendix 88 14.1 Oral Interview 88 14.2 Written Interview 94 14.3 Questionnaire 96
Language:
Undetermined
Keywords:
Academic theses
