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Testing Design with Customer Encounters
Author(s) -
Kristensen Tore,
SverdrupJensen Jonas
Publication year - 1999
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1999.tb00255.x
Subject(s) - credibility , admiration , quality (philosophy) , graphics , product (mathematics) , computer science , aesthetics , advertising , psychology , social psychology , business , computer graphics (images) , epistemology , art , mathematics , political science , law , philosophy , geometry
KNOWING THAT CONSUMERS are swayed by emotions, Tore Kristensen and Jonas Sverdrup‐Jensen have initiated research on the empathic dimensions of graphic design. Thus far, their work shows that while design elements can elicit specific reactions—including great admiration—even the most impressive graphics are no substitute for credibility and quality. In the final analysis, their hope is to discover how the emotional response to graphics can be exploited to reinforce more‐rational assessments of a product or service.