Identity references in product design:An approach for inter-relating visual product experience and brand value representation

This paper examines references of visual product identity in product design. The perception of identity is the result of a composite experience of the presentational and representational dimensions of the product. As consumers to a large degree create their value perceptions of products and brands based on the design of the product, it is important for companies to understand how perceptions of identity are created and conveyed through product design. In this paper, product identity is conceptualised and an approach to examine visual product identity is proposed. Product examples are used to illustrate possible product experiences and how they relate to perceptions of product identity. In essence, the paper suggests principles for how brand identity may be materialised through meaningful references in visual design – in this way, product identity can be seen as a mode of tangible branding. It is proposed the analysis presented in this paper provides a means for identifying and developing strategies for brand representation through visual product design. It may also be utilised as a conceptual framework, which can be used as a pedagogical tool for design education and designers when considering the alternative approaches available for designing visual product identity. © 2015 The Authors. Published by Elsevier B.V. Peer-review under responsibility of AHFE Conference.