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Decoding the Meaning of Design

Rob Swan & Michael Colton | SVP/Executive Creative Director & Director of Design Strategy



Join Rob Swan & Michael Colton of Brandimage as they discuss Decoding the Meaning of Design, a fascinating look at the impact and influence of design over the customer, and ultimately your bottom line.

As human beings, we all make decisions based largely on subconscious evaluation and emotional response. As consumers, in an average retail experience, we're doing that hundreds of times in a very short period of time...2-3 seconds at a pop. As the front line manifestation of a brand, Design is the amalgam of form, function and aesthetics...the key to influencing consumer perception. Great ideas tap into human consciousness beyond rational thought...they literally make us feel a certain way. This presentation discusses elevating Design beyond just what is seen, but to understand how it can be used to define what is felt -- the key to inciting emotions that spur action and ultimately, brand growth, trust and loyalty.

About Rob Swan:

As SVP, executive creative director for Brandimage, part of the brand development group of SGK, and previously creative director for Kimberly-Clark Corporation, Rob Swan has been a tireless advocate for the branding-building power of design – responsible for both designing and defining agency creative workflow and methodology as well as global 360-degree visual equity management for a major global CPG company. His work has earned numerous awards and recognition for creative excellence.


About Michael Colton:

Michael Colton is the Director of Design Strategy at Brandimage, part of the brand development group of SGK. As a designer and strategist with a master’s degree in Design Methods from the Institute of Design, he brings a unique ability to understand business challenges and translate them into strong emotional connections with consumers through great design. His ability has brought success to Fortune 500 clients like General Mills, ConAgra, SC Johnson, PepsiCo and Kimberly-Clark. In addition to providing strategic guidance for new product launches, Colton is an expert in semiotic practices and a pivotal contributor to the development of a proprietary brand meaning offering at Brandimage. http://www.brand-image.com


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