Approach To Designning Digital Brand Experiences

The design of digital brand experience is a new concept which has been brought up with the development of experience economy, network technology and branding strategies. Its goal is to provide comprehensive brand experience and multiple disciplines are involved.This study opens its argument from the concept of digital brand experience design and relevant epochal context. Through analyzing people's different experience levels, the thesis goes on to discuss the multiple and integrated design strategies in digital brand experience design, as well as the design approaches for four important experience types: aesthetic, entertaining, educational and elusive.Consumer psychology is a crucial basis of experience design. By analyzing different consumer types and their experience desires, this work outlines four important aspects in digital brand experience design: brand images, product experiences, brand benefit experience, brand culture experience. Each of these four aspects are then analyzed in detail.To achieve a good design effect,the comprehensive control in the design process proves to be crucial.For this purpose,the thesis also explores the various appliances of experience matrix,the overall process of digital brand experience design, as well as related design issues in comprehensive control.Finally,the discussion is extended to the future development of digital brand experience design.