Recently, the Sino-German Branding Institute's National Art Fund funded project "Training of Innovative Design Talents for Specialty Brands in the Yangtze River Delta" has invited the following experts to participate in the workshopAnsgar Eidens, Head of the Visual Communication Design Department at the University of Branding and Applied Sciences, Germany, and Brand Design Director at SKOPE Creative Space AgencyBringing courses to students online"Multi-sensory brand experience design".
Prof. Eidens delves into theHow to enhance the brand communication effect and consumers' brand awareness and experience through the integration of the five senses of sight, hearing, touch, taste and smellHe emphasized that the core of multi-sensory branding is to utilize all five senses to convey a comprehensive and immersive message. He emphasized that the core of multi-sensory branding is the integrated use of all five senses to convey a comprehensive and immersive brand message. This approach relies not only on sight, but also incorporates sound, touch, smell and taste to create a unique brand experience. To accomplish this, theThe right environment and interactive audience engagement is critical.
In the practical application section, Prof. Eidens shared several successful cases. For example, GP Joule vividly presented the energy conversion process through interactive exhibits and storytelling, while Frey & Lau enhanced the brand-consumer connection by allowing customers to directly experience its new products through the sense of smell through the Aroma Station.
Prof. Eidens also discussed the use of gamification in brand design to enhance user engagement and motivation by integrating game mechanics into non-game environments. Using Volkswagen's "Fun Theory" as an example, he demonstrated how fun can change user behavior and further enhance brand interaction.
Finally, Prof. Eidens presented student projects with MUJI and Peter Draws, illuminating the potential for innovative collaboration between brands and artists through multi-sensory branding. He concluded.Multi-sensory branding is not only the communication trend of the future, but also an important strategy to stimulate intrinsic motivation and create long-lasting brand memories through the combination of creativity, technology and art..
Introduction of experts
Ansgar Eidens, Head of the Visual Communication Design Department at the University of Applied Sciences for Branding in Germany, has worked for international brands such as BMW, Mercedes-Benz, Bahlsen and BASF in Cologne, Munich, Hannover and London. He taught at the University of Applied Sciences in Rheinland, specializing in brand interaction and innovative solutions in brand communication contexts.
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