Brand, Design & Psychology

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​In Brand, Design & Psychology, you will work in multidisciplinary and international teams and design communication campaigns and media for (existing or new) brands. The emphasis is on strengthening the core values of the brand, the design of various media and how these contribute to brand values and the social consequences. You do this by testing your creations with your customers. Insights into the working of the brain and ways of influencing this are necessities for this.

As a brand & design specialist you are not only expected to know and understand management technical aspects of the profession, you also need to be able to independently carry out theoretical insights and practical skills in the field of trademark in an integrated manner. During the semester, all kinds of aspects of this discipline are covered by carrying out an assignment for a real client in the field of Communication, Multimedia Design and IT. The aim is to add value to an existing or new brand by designing media solutions.

Need to know:
- There are a limited number of places reserved in this programme for exchange students. 
- Please note that you need basic Adobe CC skills (Illustrator, Photoshop, InDesign, Premiere, Animate) in order to participate in this programme. It is expected that you bring your own device with Adobe CC installed.

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Project 

Course

Project

Credits

8

Contents 

You will carry out an assignment for a real client in multidisciplinary and international student groups in the field of Communication, Multimedia Design and IT. The aim is to add value to an existing or new Brand by designing media solutions.

Applied Psychology

Course

Applied Psychology

Credits

4

Contents 

This course deals with Cognition/Affection/Perception/Persuasion. Intrinsic motives of the consumer play an ever increasing role. What moves a consumer to buy a specific product or use a particular service? How are brands stored in the memory and recalled (for example in the store)? Which (brand) design is experienced as beautiful or relevant for a product or service? Which associations evoke a particular (image) brand? You (as the specialist) need knowledge about the cognitive and psychological aspects that relate to the mental influence and the building (perception) of brands. These aspects are covered Applied Psychology.

Trends & Innovation

Course

Trends & Innovation

Credits

4

Contents 

We will focus on Neuro Science, AI, Deep Learning, IoT, Fake news, Influencers, Social Media, Offline & Online Design Trends, Social and professional consequences.) What's going on in the world and how does it affect our profession? In this course insights are gained in all kind of aspects of communication related to (fake)news and branding. We will also pay attention to 'state of the art' technologies like AI.

Concepting & Design

Course

Concepting & Design

Credits

5

Contents

Topics of this course include Creative techniques, Aesthetics, Visual design, Digital design, Design evaluation. What is good design? What do you know about typography? And how do you make great concepts and in what way? We will deal with methods to generate concepts and how to convert these concepts into suitable design with use of all aspects of design as colour, shape, contrast and typography. Readability on screen as on print, but also the experience of the design by the user will be discussed.

Brand & Social Interaction

Course

Brand & Social Interaction

Credits

4

Contents

How do you create an intensive relation and interaction with the customer? We will look at creating customer journeys and how to use the gained insights of applied psychology to establish a relation and add value for the customer as well as the brand.

Design Management & Implementation

Course

Design Management & Implementation

Credits

5

Contents

This course focuses on Leading through Design Strategic Tools and methods for building & maintaining design processes, internal branding, Media strategy & planning, consultancy, and writing an advisory report. You will learn how to make an implementation plan and to set up a media planning in the form of a written advice.



Herman ten Kate

+31 (0)50 595 2656


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