Essay Structure

1.  Intro - description of experiential design/branding - relevant fields it is used in (500 words) 

Multidisciplinary nature of experiential design

Experiential design/branding – identity being a big focus, portrayed through multiple senses

Provide preliminary background information that puts your research in the context

Clarify the focus of your study

Point out the value of your research

Specify your specific research aims and objectives

Key point - experiential design id multi-disciplinary

2. It's tie to the psychology of the shopping/consumer industry (1000 words) 

Shopping psychology – the layout of space - positioning 

Hyperreality theory

brand perception 

case studies looking at the adaptation/evolution of the psychology of design/layout of 'the shopping experience'

consumer behavior

3. What could other brands learn, how do they benefit from experiential design - is it always appropriate? (1000 words)

Brand perception

phenomenology - does experiential branding giving a more true representation of the product (phenomenology) or does it lend itself to the process of manipulating the audience more (perception) 

Design principles within experiential design/branding

Examples of companies using experiential design effectively, and not so. 

The ethics within experiential branding/design - businesses catering to new audiences - what they take into account when approaching design for different demographics i.e. women's kin care catered to different genders. + expense of it -not viable for small brands (unless simple pop up event)

4. Relationship between installation art and experiential design/branding (1000 words)

How do installation artists create – Bruce Nauman 

How do these artists focus on the interaction - using semiotic 'tricks' as replicas of consumer psychological 'tricks'. core ideas of why an interactive design works.

sensory architecture? 

5. How will it survive in the current climate and aftermath of covid? (1000 words)

Digital installation art

Socially distance shopping layout 

Socially distance experiential design 

Experiential design within festivals? 

Political demonstrations (use of experiential design within this) 

Look to the past and how it has been used throughout history in different fields of working (how has it adapted to the needs of its intended audience?)

The switch to online experiential design? (timeline)

6. Conclusion of 'How valuable is an experiential design approach to the growth of a brand's identity? (500 words) 

Research objectives – a summary of your findings and the resulting conclusions (What conclusions have you come to?

Recommendations - what should happen next
Contributions to knowledge -  identify what other researchers have done and how your work builds upon theirs.

Abstract

This essay will be looking at the effectiveness of multi-sensory experiential design within the advertising and bending of consumer goods, commenting on how the use if it can shape the customer experience in a more impactful way than other forms of branding and/or advertising. The essay will then explore the psychology of the shopping experience as a whole, commenting on the process of the layout of shops and how these are designed to reinforce the customer into their evaluation of retailer’s image, store loyalty, and overall satisfaction. The topic will then shift to the relationship between experiential design/branding to installation art and how installation artists focus on the interaction - using semiotic 'tricks' as replicas of consumer psychological 'tricks', focussing on the core ideas of why an interactive design influences the audience on a deeper level; then moving onto how interactive design is being used in the climate of covid and how it may be presented in the future, drawing on examples of how this form of design has developed/evolved in the past. Then a conclusion offering a summary of my findings and a potential solution to the question of how valuable experiential design is to create a strong brand identity, with considerations to how the advertising world is developing in a more digital sense and to the research I've found and how my work builds upon theirs. 

Experiential design/branding is essentially the shaping of the customer experience through the medium of multi-sensory design. Multi-sensory design can and has been used extensively in branding within the consumer/shopping industry, with the primary aim to create events focused on five senses of touch, vision, sound, smell, and taste while creating the more abstract sense of being tied to a moment, an object or space. This in turn creates an experience that can evoke a strong sense of brand loyalty, if being presented in a commercial environment, or a sense of intrigue that transcends just the sense of vision, through to all five senses in say an interactive art installation setting. 

Experiential design influence can also be seen in other forms, i.e. political demonstrations and its relationship to installation art, may that be digital or in a physical sense.