Experiential components create an emotional resonance
5th Oct. 2004
Advertising specialists and marketing managers have long tried to appeal to the emotional element. But a growing number of companies are starting to feel that designers are more tuned in.
"With a marketing person, 90 percent of the time is spent trying to do everything to shape the buying decision," said Earl Powell, director of the Design Management Institute, a forum for industrial designers and the businesses that use them. Designers are "more committed to the user experience. That experiential component has an emotional resonance: It sticks."
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