Abstract
With a variety of platforms and media vehicles, designers not only have a challenge on new concepts such as varied expression forms, elements, principles, and aesthetic concepts, they also have to take into account users’ cognitive tendencies and social media aspects during the design thinking process, especially in trying to enhance the user experience. Dynamic identities aim to improve a traditionally static visual experience with a multi-dimensional angle. In addition, not only does interaction design express creativity and cognitive philosophy via all senses: sight, touch, smell, hearing, and taste, it also combines psychological perception with aesthetics. “Interaction” is a process of communication, which influences both cognition and mentality. This study is based on three key factors/aspects of interaction aesthetics: cognitive level of recognition, physical level of functionality, and psychological level of emotion. Forty-four dynamic identities from January 2011 to July 2012 were studied with a case study method, analyzing the design process and related principles. Through focus groups and in-depth interviews, this study investigates the concept of interaction design to classify three types of dynamic identities: “functionality”, “entertainment”, and “identification”. Different characteristics of media and platforms are analyzed by framing the corporate identity system to form a unique dynamic identity. This paper proposes that functionality dynamic identities give rise to the “customization” and “modularity” design principles; whereas entertainment dynamic identities bring forth the “aesthetically pleasing” and “entertaining” design principles. Moreover, through the user-centered design experience a “personalized” design principle is born.
Highlights
Countries distributed in Europe and America are at 86.39%, the usage of dynamic brand identity outside of the Europe and America area are still mostly presented in the traditional static method
The study of interactive design aesthetics is divided into experience and expression: studying someone using computational things, and building computational things to be used by someone, interactive design aesthetics holds a double focus on both issues, making the foundations somewhat different from traditional product design (Petersen, Hallnäs, & Jacob, 2008)
The case analyses of this study showed that functionality adds the design principle of “customization” and “modularity”; and that entertainment could foster in people the desire of play, and curiosity could bring the exploration of learning materials, and that pleasure and entertaining elements exist in interactive design aesthetics
Summary
The creative process for brand identity needs to combine investigation, tactical thinking, excellent design, and management techniques, which is a scientific process (Wheeler, 2009). Digital media and interactive media are different from traditional print media, the communication angle, method and audience relationship are different as well. The diversified form of digital media changes the techniques of brand identity design, and dynamic identity is one of the best applications to present a company’s brand image, and through the superiority of digital media, a company can more win the competition (Budelmann, Kim, & Wozniak, 2010; Wheeler, 2009). The influence of interactive design aesthetics on dynamic brand identity, the research of design thinking and design principles are the main motive of this study
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