Form Follows Brand

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Service design and methods of codesign have mixed with other emergent practices and research methods to generate the broader model of user-centered design, as it is recognized across various fields and domains today. The nearly ubiquitous job title “UX designer” may indicate a broad range of skill sets and working approaches, yet it signals a context awareness of designing things, interfaces, and experiences that include research, prototyping, and testing with potential users. The experience of designed things or services is foregrounded. In the context of a competitive global market in which a brand typically carries more value than any objective functions of products and services, designed experiences operate on a “form follows brand” logic.
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