When in 2010, the Harvard Business Review posted an article called The Four Phases of Design Thinking, you knew that design has become serious business. For a few years now the meaning of “design” for big business has evolved from “making an interface pretty” to “Design” as a way to build the brand, gain more customers, beat the competition, and in general, gain strategic advantage.

The high profile examples of design taking business to the next level span a wide range – from the beverage industry to high technology. For example, Fast Company introduced us to David Butler, who met “… a nearly uncontainable design challenge: making Coke even bigger (and staying ahead of Pepsi).” Another example includes Cisco buying a “…design firm, to shore up its in-house product-development chops.”

Another recent trend is the rising interest on the part of business executives in the use of empirical data and research to support design and business decisions. This, in turn, has prompted a closer look at the application of the century-old science of Psychology to understand how design principles mesh with human needs, motivations, and emotions to tap consumer spending and reach business goals.

This blog will explore the mechanisms behind consumer behavior which have been supported by years of Psychology research done in the Ivory Tower.

I look forward to our discussion!

– Alex


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