Lecture slides AOG School of Management 2011
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Lectures slides for the design and marketing module of the master course of AOG School of Management
Transcript of Lecture slides AOG School of Management 2011
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Onderwerpen
Wat is design?
Design en de Apple-droom
Wat is Dutch design?
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Waarden
Instrumentele waarden:
Wat voor product wil ik hebben?
Expressieve waarden:
Wat voor iemand wil ik zijn?
Impressieve waarden:
Wat ik wil ik beleven/ervaren?
Centrale waarden:
Wat voor soort leven wil ik leven?
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Waarden
CENTRAAL
IMPRESSIEF
EXPRESSIEFINSTRUMENTEEL
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Apple
Visie: ‘There is a great unexploited potential of creativity
and intelligence in every individual’
Missie: ‘To make the power of computing totally
subservient to the stimulation of people’s intelligence
and creativity’
Ambitie: ‘To become the brand that is indispensable to
anyone willing to develop its mind-power’
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Apple: instrumenteel
iPOD
iMACiTUNES
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z
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z
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Apple: expressief/impressief
iPOD
APPLE STORESCAMPAGNE
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Apple: centraal
iPOD
JOBSAPPLE
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quality
competence
statusintelligence
innovation
individuality
Continuity
temptation
attractivenessbeauty
femininityenjoyment
self-esteemrelaxation
fununworried
optimism
natural
romance
equalitylove
happiness
sociability
friendshiphealth
honestyquietness
harmony
reliabilitycare
simplicity
satisfaction
respect
loyalty compassion
family life
responsibility
safety
acceptancedurability
security
tradition
maturity
ecology
patriotism
culture
reasonefficiency
luxurypower
experience
success
progress
ambitionindependence
emancipation
initiativeself-confidence
self-expression
popularity
creativitychallenge
contemporarydynamic
strengthcourage
freedom
masculinity looks
sportsmanshipvariety
youngvitality
adventure
self-consciousness
authoritywarmth
energy
dependability
trust
Dutch design
Vitality
Mastery Harmony
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individuality
Continuity
temptation
attractivenessbeauty
femininityenjoyment
self-esteemrelaxation
fununworried
optimism
natural
romance
equalitylove
happiness
sociability
friendshiphealth
honestyquietness
harmony
reliabilitycare
simplicity
satisfaction
respect
loyalty compassion
family life
responsibility
safety
acceptancedurability
security
tradition
maturity
ecology
qualitypatriotism
culture
reason
competence
efficiency
luxurypower
status
experience
intelligence
success
innovation
progress
ambitionindependence
emancipation
initiativeself-confidence
self-expression
popularity
creativitychallenge
contemporarydynamic
strengthcourage
freedom
masculinity looks
sportsmanshipvariety
youngvitality
adventure
self-consciousness
authoritywarmth
energy
dependability
trust
Dutch design vs German design
Vitality
Mastery Harmony
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quality
competence
statusintelligence
innovation
individuality
Continuity
temptation
attractivenessbeauty
femininityenjoyment
self-esteemrelaxation
fununworried
optimism
natural
romance
equalitylove
happiness
sociability
friendshiphealth
honestyquietness
harmony
reliabilitycare
simplicity
satisfaction
respect
loyalty compassion
family life
responsibility
safety
acceptancedurability
security
tradition
maturity
ecology
patriotism
culture
reasonefficiency
luxurypower
experience
success
progress
ambitionindependence
emancipation
initiativeself-confidence
self-expression
popularity
creativitychallenge
contemporarydynamic
strengthcourage
freedom
masculinity looks
sportsmanshipvariety
youngvitality
adventure
self-consciousness
authoritywarmth
energy
dependability
trust
Dutch design vs Scandinavian design
Vitality
Mastery Harmony
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quality
competence
statusintelligence
innovation
individuality
Continuity
temptation
attractivenessbeauty
femininityenjoyment
self-esteemrelaxation
fununworried
optimism
natural
romance
equalitylove
happiness
sociability
friendshiphealth
honestyquietness
harmony
reliabilitycare
simplicity
satisfaction
respect
loyalty compassion
family life
responsibility
safety
acceptancedurability
security
tradition
maturity
ecology
patriotism
culture
reasonefficiency
luxurypower
experience
success
progress
ambitionindependence
emancipation
initiativeself-confidence
self-expression
popularity
creativitychallenge
contemporarydynamic
strengthcourage
freedom
masculinity looks
sportsmanshipvariety
youngvitality
adventure
self-consciousness
authoritywarmth
energy
dependability
trust
Dutch design vs Italian design
Vitality
Mastery Harmony
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Dutch design waarden
Drives (BBDO):
Contemporary
Creativity
Freedom
Individuality
Self-expression
Centrale waarden (Van de Pol en Laskaris):
Vrijheid
Zelfrealisatie
Individualiteit
