12 Article Verhalen Vbl

Your brand deserves a language

How do we know the difference between a designer handbag and a knockoff?

Or identify which insurance company is advertising just by the chime of a jingle? What is it that makes an Apple product instantly recognizable?

Perception is a powerful cognitive and psychological job that’s constantly performed by our brains. We process massive amounts of incoming information from all of our senses, filter that information and select the most useful parts. Perception goes back to ancient times, when we learned what to like and what to fear based on sensory input. In today’s reality, our perception field is required to filter all of this information in a way beyond survival to fit our social realities.

Consider how uniquely the Cooper Mini, a pair of Beats headphones or the Burberry plaid pattern communicate their brands. It’s not just their marketing materials or logo emblem, it’s the choice of each curve, negative space, proportions and color palettes that artfully coalesce to reflect their brand essence.

So what is it that designers do to make products ‘speak’ their brand? It’s something called a Visual Brand Language (VBL). A VBL is a tool created by designers to establish, at minimum, a consistent aesthetic, form or appearance across products—physical or digital or both. A VBL can even extend into interactions, establishing the feel of things like physical buttons and digital clicks.

Download the complete VBL white paper here.

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Verhalen & Norvaisas to speak at IDSA's Women in Design
Ami Verhalen, Vice President of Design, and Stefanie Norvaisas, Vice President of Insights and Strategy will be presenting a workshop called "Decision Making and Bias: Your Role in the Design Process and How to Manage It" during the Industrial Design Society of America (IDSA) Women in Design Deep Dive. The virtual event will be held October 6-7.Here's a description of their workshop: "Decision making can be treacherous, particularly in design where selecting options can feel subjective, emotional, and risky. As women design leaders, we’ve been in the places where decisions are being made for over 20 years. We’ve realized that as tough as it was to get a seat at the table that’s not enough—as leaders we need to shepherd our teams to decisions they can feel good about. Born out of our experiences and frustration with the lack of process around decision making, we studied its mechanisms and learned how physical, cognitive, social, and cultural biases affect it. We developed a process that helped us find our voice and enable decisions that stick. In this presentation, we will share lessons we’ve learned as well as tools and methods that will help you effectively design the decision-making process. You will receive a copy of our workbook, “Designing Good Decisions,” to help you take the lessons from our presentation and apply them on the job."IDSA is committed to making this event affordable and accessible to everyone. The event has a "choose your rate" ticket that ranges from $25 to $100, so make sure to reserve your spot.
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