Browsing by Subject "Pattern Psychology"
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Item Restricted Surface Pattern Design as a Tool to Developing a Recognizable and Engaging Brand Identity(2023) Samantha Nicole Milligan; Bernhardt, Anna; Goodwin, Amara; Faculty of Architecture and Design; Berlin International University of Applied SciencesAUTHOR-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