How im­por­tant is it for JLR to in­cor­po­rate ‘emo­tional de­sign’?

Land Rover AFRICA Magazine - - TECHNICAL -

For me, great de­sign is the gate­way to cus­tomer de­sir­abil­ity. De­sign cre­ates that emo­tional con­nec­tion. When we talk emo­tional de­sign, it can be bro­ken up into three el­e­ments. Firstly, it’s vis­ceral. When you look at it, do you want it? Do you de­sire it? The word ‘de­sir­abil­ity’ forms a big part of our over­all de­sign strat­egy. Se­condly, it’s about be­havioural de­sign. Does the be­hav­iour of the ve­hi­cle ful­fill or sur­pass ex­pec­ta­tions? Thirdly, we look at re­flec­tive de­sign. Once you’ve owned the ve­hi­cle, used it and lived with it, does it still con­nect on an emo­tional level? Do you still find it de­sir­able? We want our ve­hi­cles to re­flect the cus­tomer’s lifestyle. All these above­men­tioned el­e­ments make up the emo­tional de­sign, the key com­mu­ni­ca­tor of what the brand rep­re­sents.

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