What Does Your Design Make People Feel

* This is an online event

We often talk about a brand’s “look and feel.” But what do we actually mean by feel? If two people look at the same advertisement, can they describe what it communicates in a way that helps them make better design decisions?

Richard Gillingwater has spent his career working in branding and design. His current work, The Feeling Map, offers a way to examine the feelings and human needs communicated through words and visuals. In this workshop, Richard will introduce the map and show how it can help us look more closely at brand communications, differentiation, and the choices people make.

Then you’ll try it yourself. We’ll examine an advertisement, use the map to identify what it communicates, and compare what we notice. There will be plenty of time for discussion and questions. Whether you work in design, research, marketing, or strategy, you’ll leave with a fresh way to talk about the part of an experience we often call its “feel.”

Agenda
6:30 Welcome + Introductions
6:40 Why "look and feel" is hard to describe
7:00 Introduction to The Feeling Map and examples
7:30 Interactive advertisement mapping exercise
8:05 Discussion and Q&A
8:30 End

Abour Our Presenter
Richard Gillingwater has built a long career in branding and design, helping organizations communicate in ways that connect with people. His current work, The Feeling Map, brings that practical experience together with five years of research into how brands communicate feelings and the human needs behind them. Richard and his collaborators have mapped thousands of brands, developing a shared language for examining how words and visuals shape a brand’s position and influence choice.