A shift from a product-driven identity design toward an emotion-driven brand design has been evident in past decades. In current markets, products and services are no longer enough to build brand awareness; it is, rather, the personal and emotional aspects of products or services that encourage brand loyalty. Individuals must connect with a brand on an emotional level. The brand image that integrates senses and personality can create a strong emotional response. Academic interest in brand design has increased in response to market changes. This paper will demonstrate the brand personality design process through an educational case study. In this case study, graphic design students were introduced to a branding project focused primarily on the development of brand personality. The main goal concerns the exploration of methods and techniques that are used to implement human personality models in the study of brand images.
|Keywords:||Brand Personality, Marketing, Graphic Design|
Associate Professor, Department of Design, California State University, Sacramento, Sacramento, CA, USA