{"id":10582,"date":"2017-11-25T15:53:42","date_gmt":"2017-11-25T12:53:42","guid":{"rendered":"https:\/\/www.ibtdi.com\/?p=10582"},"modified":"2017-11-25T15:53:42","modified_gmt":"2017-11-25T12:53:42","slug":"%d9%85%d9%86-%d9%8a%d9%81%d9%88%d8%b2-%d8%a7%d9%84%d8%b9%d9%84%d8%a7%d9%85%d8%a9-%d8%a7%d9%84%d8%aa%d8%ac%d8%a7%d8%b1%d9%8a%d8%a9-%d8%a3%d9%85-%d8%aa%d8%ac%d8%b1%d8%a8%d8%a9-%d8%a7%d9%84%d9%85%d8%b3","status":"publish","type":"post","link":"https:\/\/www.ibtdi.com\/en\/%d9%85%d9%86-%d9%8a%d9%81%d9%88%d8%b2-%d8%a7%d9%84%d8%b9%d9%84%d8%a7%d9%85%d8%a9-%d8%a7%d9%84%d8%aa%d8%ac%d8%a7%d8%b1%d9%8a%d8%a9-%d8%a3%d9%85-%d8%aa%d8%ac%d8%b1%d8%a8%d8%a9-%d8%a7%d9%84%d9%85%d8%b3\/","title":{"rendered":"Which Wins: Branding or User Experience?"},"content":{"rendered":"

\"Image<\/a><\/h2>\n

Brand or User Experience?<\/span><\/a><\/h2>\n

\u00a0\u0623\u062c\u0631\u062a \u0643\u0644\u064a\u0629 \u0628\u0648\u0633\u0637\u0646 \u062f\u0631\u0627\u0633\u0629 \u0645\u062b\u064a\u0631\u0629 \u0644\u0644\u0627\u0647\u062a\u0645\u0627\u0645 \u062a\u062a\u0639\u0644\u0642 \u0628\u0645\u0634\u0631\u0648\u0628 \u0627\u0644\u0637\u0627\u0642\u0629 \u0627\u0644\u0645\u0641\u0636\u0651\u0644 \u0644\u062f\u0649 \u0627\u0644\u062c\u0645\u064a\u0639 (Red Bull) \u0648\u062a\u0623\u062b\u064a\u0631\u0647 \u0639\u0644\u0649 \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0634\u0627\u0631\u0643\u064a\u0646. <\/span><\/p>\n

In short, participants were asked to drive a car in a video game. Researchers then measured several responses, including speed, power, aggressive behavior, and risk-taking.<\/span><\/p>\n

Interestingly, those driving cars bearing the Red Bull logo drove faster and more aggressively than the others, demonstrating the effect of the cues that<\/span><\/p>\n

\u062d\u062b\u0651\u0647\u0627 \u0634\u0639\u0627\u0631 \u0647\u0630\u0647 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u0639\u0642\u0644 \u0627\u0644\u0628\u0627\u0637\u0646. \u0648\u0628\u0639\u062f \u0633\u062a \u0633\u0646\u0648\u0627\u062a\u060c \u0623\u0643\u062f\u062a \u0646\u062a\u0627\u0626\u062c \u062a\u0644\u0643 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0623\u0646\u00a0users\u2019 emotional and unconscious responses to your brand <\/span><\/span><\/p>\n

make up half of the overall user experience.<\/span><\/span><\/p>\n

.<\/p>\n

How Emotional Responses Affect the User Experience<\/span><\/h2>\n

Red Bull, for example, has built a consistent global brand personality\u2014not only through its one-of-a-kind advertising, but also through <\/span><\/p>\n

its involvement in some unusual and dangerous sports, such as snowboarding and street luge, as well as its participation in the famous <\/span><\/p>\n

Red Bull Flugtag. Seeing their logo tends to evoke a sense of risk-taking, and they have made excellent use of this by <\/span><\/p>\n

Focus on the aspects that trigger that response.<\/span><\/p>\n

\n
\"\"<\/picture><\/span>
\nSix years after this study, the world of Propaganda<\/a> and marketing had changed significantly. Social media had since taken center stage and was <\/span><\/figure>\n
driving the marketing efforts of everyone, from small businesses to major global companies, making emotional response more important than any <\/span><\/figure>\n
\u0648\u0642\u062a \u0645\u0636\u0649.<\/span><\/figure>\n<\/div>\n

And with reactions to any event spreading at incredible speed across media platforms such as Twitter and Facebook, it became essential for every brand to manage <\/span><\/p>\n

and measure the emotional response elicited from current users (in the present) and potential users (in the future)\u2014an extremely sensitive process, <\/span><\/p>\n

Building a brand can take years, but a single ill-judged tweet can bring it all down.<\/span><\/p>\n

Creating a brand identity is more than just \u062a\u0635\u0645\u064a\u0645 \u0634\u0639\u0627\u0631.<\/a> It\u2019s also one of the most influential\u2014and effective\u2014parts of the user experience with a product, <\/span><\/p>\n

\u0648By carefully managing the emotional impact of your brand, you can shape how users experience your business.<\/span><\/span><\/p>\n

Red Bull isn\u2019t the only brand that shapes the user experience on an emotional level. For example, let\u2019s take a look at Doritos <\/span><\/p>\n

and its clever, simple use of the chip\u2019s triangular shape. Although the chips themselves aren\u2019t the main focus of their ads, their triangular shape suggests a desire to <\/span><\/p>\n

It conveys that this product is a good fit for any outdoor recreational activity.<\/span><\/p>\n

By creating this unconscious association with fun and craziness in users\u2019 subconscious minds, Doritos chips became a staple at any fun party, <\/span><\/p>\n

so the Doritos user experience came to mean not taking things too seriously.<\/span><\/p>\n

These two examples represent the positive side of emotions, but many brands use every human emotion imaginable in their <\/span><\/p>\n

user experience\u2014from fear to joy\u2014prompting a wide range of reactions, including laughter, tears, anger, and even hope.<\/span><\/p>\n

.<\/p>\n

Continuity<\/span><\/h2>\n

Harnessing the power of emotions can be an effective and powerful tool for your brand, but it\u2019s essential to use it consistently to create the user experience you want, <\/span><\/p>\n

Inconsistency can leave users feeling confused at best, and make them think less of your brand at worst. Users want <\/span><\/p>\n

to know what to expect from you. By building your brand, you can show them what kind of experience they can associate with your company.<\/span><\/p>\n

Work on creating and building a brand that evokes a focused range of emotions. Then keep delivering a user experience <\/span><\/p>\n

that keeps your brand alive and well, and helps you establish a strong position in the market.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

\u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0623\u0645 \u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0645\u0633\u062a\u062e\u062f\u0645\u061f \u00a0\u0623\u062c\u0631\u062a \u0643\u0644\u064a\u0629 \u0628\u0648\u0633\u0637\u0646 \u062f\u0631\u0627\u0633\u0629 \u0645\u062b\u064a\u0631\u0629 \u0644\u0644\u0627\u0647\u062a\u0645\u0627\u0645 \u062a\u062a\u0639\u0644\u0642 \u0628\u0645\u0634\u0631\u0648\u0628 \u0627\u0644\u0637\u0627\u0642\u0629 \u0627\u0644\u0645\u0641\u0636\u0651\u0644 \u0644\u062f\u0649 \u0627\u0644\u062c\u0645\u064a\u0639 (Red Bull) \u0648\u062a\u0623\u062b\u064a\u0631\u0647 \u0639\u0644\u0649 \u0633\u0644\u0648\u0643 \u0627\u0644\u0645\u0634\u0627\u0631\u0643\u064a\u0646. \u0628\u0627\u062e\u062a\u0635\u0627\u0631\u060c \u0637\u064f\u0644\u0628 \u0645\u0646 [\u2026]<\/span><\/p>\n","protected":false},"author":3,"featured_media":10583,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_ibtdi_aa_focus_keyword":"","_ibtdi_aa_secondary_keywords":"","_ibtdi_aa_audience":"","_ibtdi_aa_tone":"","_ibtdi_aa_summary":"","_ibtdi_aa_reviewer_name":"","_ibtdi_aa_reviewer_bio":"","_ibtdi_aa_reviewer_url":"","_ibtdi_aa_reviewed_date":"","_ibtdi_aa_service_id":"","_ibtdi_aa_related_ids":"","_ibtdi_aa_human_reviewed":"","_ibtdi_aa_disable":"","_ibtdi_aa_disable_links":"","_ibtdi_aa_sources":"","_ibtdi_aa_update_notes":"","footnotes":""},"categories":[491],"tags":[14278,10778,781,6458,2185,783,14279,622,828,790,797,1103,7937,2009],"class_list":["post-10582","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-491","tag-red-bull","tag-10778","tag-781","tag-6458","tag-2185","tag-783","tag-14279","tag-622","tag-828","tag-790","tag-797","tag-1103","tag-7937","tag-2009"],"_links":{"self":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts\/10582","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/comments?post=10582"}],"version-history":[{"count":0,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts\/10582\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/media\/10583"}],"wp:attachment":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/media?parent=10582"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/categories?post=10582"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/tags?post=10582"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}