An experience designer creates products, events, and services with the user experience in mind, using principles of experiential marketing to influence the end user. They understand the psychology of marketing and use storytelling to engage the target audience. The consumer is involved in the experiential marketing process, and experience design is a new occupation in the commercial creative arts.
An experience designer is basically a creative commercial designer who designs products, events, and services with the user experience in mind. An experience designer works according to the principles of experiential marketing which focuses on how target groups experience branding and other elements of advertising. In other words, the experience designer doesn’t just create design as art, but design meant to influence the end user to achieve the desired result.
In retail stores, an experience designer can create the concepts behind store displays that relate to customers. An experience designer must understand the psychology of marketing and why people buy and why they don’t buy certain items displayed in certain ways. For example, during the Christmas season a department store window may feature a decorated Christmas tree and other seasonal decorations to attract the customer’s attention. The scene can also show store products as mannequins wearing seasonal clothing with price tags in the foreground. Store products presented as part of the seasonal display provide the consumer with a much more pleasant holiday experience than the same products sitting on a table or shelf in the store.
Marketing storytelling is an important part of experience design. It tends to engage the target audience in the product in a way that just doesn’t present a product for sale. Experienced designers in advertising often use mascots to help sell products. For example, in the Hamburger Helper food product, the television commercial does not simply present the product to the housewife as a solution for a quick family dinner. Rather, an animated hand branding the product and symbolizing that the product is a hand for today’s cook is used as part of the family in the advertisement. The commercial then shows the family sitting at the table together enjoying the product to complete the success story for the viewer.
Experience designers must always be concerned with the wants and needs of the target audience and how they want to experience a product or service. The consumer is listened to and involved in the experiential marketing process and experience design. An experience designer is a fairly new occupation in the commercial creative arts, and schools like Carnegie Melon University and Ohio State University have some courses that feature experience design concepts.
Protect your devices with Threat Protection by NordVPN
