Abstract:

Until now designers, brand managers and researchers around the world had to do without a validated research instrument to predict effects of design. This paper explains how the Dutch Designers Association changed this by initiating and developing a market research instrument to fill this void. The instrument helps designers and clients to predict the future brand effect of graphic design attributes, such as logos, packs, brochures and advertisements. The paper also describes how it has assisted clients involved in evaluating design alternatives.