Flow–charts are also used extensively to highlight the step–by–step methodology applied by industry professionals to create a brand.The content of the book has been derived from Catharine Slade–Brooking own experience of entering the world of branding as a graduate and having to learn the hard way, 'on the job'. This, in turn, enabled the author to develop teaching materials for undergraduate and postgraduate students on the BA Graphic Communication course at the University of the Creative Arts, where Slade–Brooking is a lecturer. The book has been recommended across a wide range of university courses, from graphic design school to animation, digital media, textiles and interior design. It includes a full glossary of brand terminology and a list of recommended further reading.

    This practical guide shows you how to design these types of products for users seeking to take action and achieve specific goals.Stephen Wendel, HelloWallet’s head researcher, takes you step-by-step through the process of applying behavioral economics and psychology to the practical problems of product design and development. Using a combination of lean and agile development methods, you’ll learn a simple iterative approach for identifying target users and behaviors, building the product, and gauging its effectiveness. Discover how to create easy-to-use products to help people make positive changes.Learn the three main strategies to help people change behaviorIdentify your target audience and the behaviors they seek to changeExtract user stories and identify obstacles to behavior changeDevelop effective interface designs that are enjoyable to useMeasure your product’s impact and learn ways to improve itUse practical examples from products like Nest, Fitbit, and Opower

    Liedtka and Ogilvie cover the mind-set, techniques, and vocabulary of design thinking, unpack the mysterious connection between design and growth, and teach managers in a straightforward way how to exploit design's exciting potential.Exemplified by Apple and the success of its elegant products and cultivated by high-profile design firms such as IDEO, design thinking unlocks creative right-brain capabilities to solve a range of problems. This approach has become a necessary component of successful business practice, helping managers turn abstract concepts into everyday tools that grow business while minimizing risk.

    Psychologists have discovered that our minds are ruled by two different systems - the rational mind and the emotional mind - that compete for control. The rational mind wants a great beach body; the emotional mind wants that Oreo cookie. The rational mind wants to change something at work; the emotional mind loves the comfort of the existing routine. This tension can doom a change effort - but if it is overcome, change can come quickly.In Switch, the Heaths show how everyday people - employees and managers, parents and nurses - have united both minds and, as a result, achieved dramatic results:- The lowly medical interns who managed to defeat an entrenched, decades-old medical practice that was endangering patients (see page 242)- The home-organizing guru who developed a simple technique for overcoming the dread of housekeeping (see page 130)- The manager who transformed a lackadaisical customer-support team into service zealots by removing a standard tool of customer service (see page 199)In a compelling, story-driven narrative, the Heaths bring together decades of counterintuitive research in psychology, sociology, and other fields to shed new light on how we can effect transformative change. Switch shows that successful changes follow a pattern, a pattern you can use to make the changes that matter to you, whether your interest is in changing the world or changing your waistline.

     They say you shouldn't ask your mom whether your business is a good idea, because she loves you and will lie to you. This is technically true, but it misses the point. You shouldn't ask anyone if your business is a good idea. It's a bad question and everyone will lie to you at least a little . As a matter of fact, it's not their responsibility to tell you the truth. It's your responsibility to find it and it's worth doing right .Talking to customers is one of the foundational skills of both Customer Development and Lean Startup. We all know we're supposed to do it, but nobody seems willing to admit that it's easy to screw up and hard to do right. This book is going to show you how customer conversations go wrong and how you can do better.

    It was also a weapon.Simplicity isn’t just a design principle at Apple—it’s a value that permeates every level of the organization. The obsession with Simplicity is what separates Apple from other technology companies. It’s what helped Apple recover from near death in 1997 to become the most valuable company on Earth in 2011.Thanks to Steve Jobs’s uncompromising ways, you can see Simplicity in everything Apple does: the way it’s structured, the way it innovates, and the way it speaks to its customers.It’s by crushing the forces of Complexity that the company remains on its stellar trajectory.As ad agency creative director, Ken Segall played a key role in Apple’s resurrection, helping to create such critical marketing campaigns as Think different. By naming the iMac, he also laid the foundation for naming waves of i-products to come.Segall has a unique perspective, given his years of experience creating campaigns for other iconic tech companies, including IBM, Intel, and Dell. It was the stark contrast of Apple’s ways that made Segall appreciate the power of Simplicity—and inspired him to help others benefit from it.In Insanely Simple, you’ll be a fly on the wall inside a conference room with Steve Jobs, and on the receiving end of his midnight phone calls. You’ll understand how his obsession with Simplicity helped Apple perform better and faster, sometimes saving millions in the process. You’ll also learn, for example, how to:• Think Minimal: Distilling choices to a minimum brings clarity to a company and its customers—as Jobs proved when he replaced over twenty product models with a lineup of four.• Think Small: Swearing allegiance to the concept of “small groups of smart people” raises both morale and productivity.• Think Motion: Keeping project teams in constant motion focuses creative thinking on well-defined goals and minimizes distractions.• Think Iconic: Using a simple, powerful image to symbolize the benefit of a product or idea creates a deeper impression in the minds of customers.• Think War: Giving yourself an unfair advantage—using every weapon at your disposal—is the best way to ensure that your ideas survive unscathed.Segall brings Apple’s quest for Simplicity to life using fascinating (and previously untold) stories from behind the scenes. Through his insight and wit, you’ll discover how companies that leverage this power can stand out from competitors—and individuals who master it can become critical assets to their organizations.

    Doing something that’s genuinely better is very hard.” —Jony IveIn 1997, Steve Jobs returned to Apple as CEO with the unenviable task of turning around the company he had founded. One night, Jobs discovered a scruffy British designer toiling away at Apple’s corporate headquarters, surrounded by hundreds of sketches and prototypes. It was then that Jobs realized he had found a talent who could reverse the company’s long decline.That young designer was Jony Ive. Jony Ive’s collaboration with Jobs would produce some of the world’s most iconic technology products, including the iMac, iPod, iPad, and iPhone. The designs have not only made Apple a hugely valuable company, they’ve overturned entire industries, built a loyal fan base, and created a globally powerful brand. Along the way, Jony Ive has become the world’s leading technology innovator, won countless design awards, earned a place on the 2013 Time 100 list, and was even knighted for his “services to design and enterprise.”Yet despite his triumphs, little is known about the shy and soft-spoken whiz whom Jobs referred to as his “spiritual partner” at Apple. Jony Ive reveals the true story of Apple’s real innovator-in-chief.Leander Kahney, the bestselling author of Inside Steve’s Brain, offers a detailed portrait of a creative genius. He shows us how Jony Ive went from an English art school student with dyslexia to the man whose immense insights have altered the pattern of our lives. From his early interest in industrial design, fostered by his designer father, through his education at Newcastle Polytechnic and meteoric rise at Apple, we discover the principles and practices that he developed to become the designer of his generation.Based on interviews with Jony Ive’s former colleagues and Kahney’s own familiarity with the world of Apple, this book gives insight into how Jony Ive (now senior vice president of design) has redefined the ways in which we work, entertain, and communicate with one another.

    Many of us are also teaching, even when it's not in our job descriptions. Whether it's giving a presentation, writing documentation, or creating a website or blog, we need and want to share our knowledge with other people. But if you've ever fallen asleep over a boring textbook, or fast-forwarded through a tedious e-learning exercise, you know that creating a great learning experience is harder than it seems.In Design For How People Learn, you'll discover how to use the key principles behind learning, memory, and attention to create materials that enable your audience to both gain and retain the knowledge and skills you're sharing. Using accessible visual metaphors and concrete methods and examples, Design For How People Learn will teach you how to leverage the fundamental concepts of instructional design both to improve your own learning and to engage your audience.

    From the Pale Gold (15-0927 TPX) and Almost Mauve (12-2103 TPX) of the 1900 Universal Exposition in Paris to the Rust (18-1248 TPX) and Midnight Navy (19-4110 TPX) of the countdown to the Millennium, the 20th century brimmed with color. Longtime Pantone collaborators and color gurus Leatrice Eiseman and Keith Recker identify more than 200 touchstone works of art, products, d cor, and fashion, and carefully match them with 80 different official PANTONE color palettes to reveal the trends, radical shifts, and resurgences of various hues. This vibrant volume takes the social temperature of our recent history with the panache that is uniquely Pantone.

    It draws in the reader with its design and layout, making use of more than 200 illustrations and photographs. It explains in everyday layman's terms what type is and how you can use it to enhance legibility, meaning, and aesthetic enjoyment. It also includes chapters on Web typography and other forms of online text display.

    The book also demonstrates how white space can lend “sound” to typography or shift the “weight” of a page. Clear, insightful comments are presented in a dynamic page design, and interactive design elements, thought-provoking captions, and scores of illustrations challenge designers to “think out of the box.”.

    With easy-to-understand instructions and guidelines, plenty of inspirational examples, and hundreds of hand sketches and illustrations, Martina Flor shows readers how to transform their initial lettering concepts and handdrawn sketches into a well-shaped, exquisite piece of digital lettering that can be sold and published. Readers learn how to train their "typographic eye" by studying lettering samples and the anatomy of letters; explore concepts of hierarchy, composition, and flourishes; and discover the many different ways of creating letter shapes. In addition, Flor explains the process of creating a lettering project step by step— from start to finish, from analog to digital—and gives valuable tips about how to make a career as a lettering artist.

    His elegantly clear visual language not only defined product design for decades, but also our fundamental understanding of what design is and what it can and should do. Dieter Rams created ten rules of design more than twenty years ago. Sometimes referred to as the ten commandments, they are just as relevant today: Good design is innovative. Good design makes a product useful. Good design is aesthetic. Good design helps a product to be understood. Good design is unobtrusive. Good design is honest. Good design is durable. Good design is consistent to the last detail. Good design is environmentally friendly. Good design is as little design as possible. Less and More elucidates the design philosophy of Dieter Rams. The book contains images of hundreds of Rams's products as well as his sketches and models from Braun stereo systems and electric shavers to the chairs and shelving systems that he created for Vitsoe and his own company sdr+. In addition to the rich visual presentation of his designs, the book contains new texts by international design experts that explain how the work was created, describe its timeless quality, and put it into current context. In this way, the work of Dieter Rams is given a contemporary reevaluation that is especially useful in light of the rediscovery of functionalism and rationalism in today s design. Less and More shows us the possibilities that design opens for both the manufacturer and the consumer as a means of making our lives better through attractive, functional solutions that also save resources. "

    It shows you how to use the Value Proposition Canvas, a practical business tool to design, test, create, and manage products and services customers want. It compliments and perfectly integrates with the Business Model Canvasfrom "Business Model Generation" so you can succeed with great value propositions embedded in scalable and profitable business models.Practical exercises, process illustrations, and workshop suggestions help you immediately apply the tools in the book to your daily work. The book includes an online access to Strategyzer.com to complete and assess exercises interactively, learn from peers, and download pdfs, checklists, and more.You'll love "Value Proposition Design" if you've been overwhelmed by the task of true customer value creation, frustrated by unproductive product meetings and misaligned teams, involved in bold shiny projects that blew up, or simply disappointed by the failure of a good idea."Value Proposition Design" will help you successfully understand the patterns of value creation, leverage the experience and skills of your team, avoid wasting time with ideas that won't work, and guide you through the design and test of products and services that customers want.

    Instead of forcing users to conform to a product design or experience, designers need to learn how users behave and interact with various digital interfaces.This guide provides some key principles from psychology to help you design more intuitive, human-centered products and experiences. Humans have an underlying blueprint for how we perceive and process the world around us, and through simple lessons in psychology, this guide will help you define this blueprint.