The book, “Thoughts on Interactive Design,” by Jon Kolko offers keen insights into the dynamic world of interaction design. Crossing over between the business world and an academic approach to the use of graphic design principles, Kolko offers an easy read to approach about graphic design's ability to create meaningful experiences for customers. Kolko asserts that interaction design may offer a point of difference for businesses and thus achieve a competitive advantage. Further, by creating a pleasurable design experience for customers, businesses can “lock in” brand loyalty and grow the business through the launch of contiguous product lines. Kolko advocates that interaction designers deconstruct the process of product use to analyze the user experience and provide innovation at tangible points.
In his discussion of brand authenticity, Kolko cites Starbuck’s ability to provide a unique, repeatable customer experience, in essence allowing the coffee shop to become the “home away from home” for customers. This repeatable experience intertwines with the “narrative” of our mobile culture, dictating that we have a place to flip open our laptops, meet with friends or co-workers and engage in social intimacies over a latte.
These insights provide meaningful context as we consider the articulation of authentic brands in society today.
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