Develop tangible design attributes that align with and consistently reinforce your brand values through defined form, color, materials, finish, and interaction elements. Move beyond visual to encompass a range of distinct sensory elements. Think big and small: How will you create major, impactful moments? Inject delight into small, repetitive uses and interactions? The best branded interactions have the following four traits in common:
Emotion: They evoke emotions that are positive and memorable, and that strengthen the relationship between a person and a brand.
Authenticity: They tie directly back to brand values, and faithfully express brand personality. They demonstrate to a customer what a brand considers to be important and worthwhile.
Consistency.: Building trust is crucial to a brand. Without consistent interactions, customers won’t know what to expect. Consistency of interaction across all touch points is difficult to pull off, but when done well, it’s extremely powerful.
Technology: Most wouldn’t be possible without relatively recent technology such as touch-sensitive surfaces and ambient experiences enabled by sensors.