The role of consumer research in the brand design process
John L. Recker, Jerry Kathman · Design Management Journal (Former Series) · 2001
The graphic expression of brand can strengthen recognition and the value consumers place on products. John Recker and Jerry Kathman explain how carefully structured qualitative research can be used to improve the impact of brand graphics. Their work with Hallmark, IBM, and Pampers provides a profile of their techniques, the designs they inspire, and the marketplace outcomes that follow their efforts.