Haptic design
Haptic design describes the creation of tangible product and packaging properties as well as functional aspects (switches, handles, etc.) with the aim of developing and establishing haptic brands .
In the 1990s, the influence of haptic stimuli for product differentiation and product positioning was actively used by the automotive industry. Haptic design principles are used in a wide variety of industries. Martin Grunwald defines "haptic design as a complex of different analysis and design methods with strict observance of haptic perception and judgment processes".
Haptic brands are all tangible properties of a product that clearly set the product or its product environment apart from competing products. It is crucial that these properties are sufficient to be perceived by representatives of the consumer target group as being directly associated with a certain manufacturing company. A haptic brand is therefore established when users can clearly assign the product or its product environment to a manufacturer by touching it.
Examples of haptic brands
- iDrive from BMW
- the shape of the Coca-Cola bottle
- the packaging of the Ferrero Rocher balls
- the paper sleeve of the Underberg bottles
- the Nutella glass
Individual evidence
- ↑ Haptic product design The tangible brand. Interview with Susanna Meyer, 1999 ( Memento of the original from November 29, 2014 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ Feel - why the sense of touch is an important part of the integrated multisensory branding. Interview with Martin Grunwald, 2009 ( Memento of the original from March 10, 2015 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ a b Grunwald, M. (in press). Haptic design in brand communication. In: Multisensuale Markenkommunikation, Karsten Kilian (Ed.), Springer Verlag 2015
- ↑ Martin Grunwald : "The human being is a haptic being"
