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Brand Perception on the Internet
Author(s) -
Laar Gaston,
BergWeitzel Lianne
Publication year - 2001
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2001.tb00545.x
Subject(s) - spell , theme (computing) , advertising , perception , product (mathematics) , the internet , logos bible software , key (lock) , bundle , computer science , business , marketing , world wide web , psychology , sociology , mathematics , computer security , materials science , geometry , neuroscience , anthropology , composite material , operating system
I n digital environments, design can significantly improve the effectiveness of consumer communications. Gaston van de Laar and Lianne van den Berg‐Weitzel articulate key principles related to this endeavor. Among their guidelines: Create brand names that are easy to remember and spell; bundle items by theme, brand, and product category; use easily recognized images and logos; and provide layers of increasingly detailed information.