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Why Desire Can Change Design

Do you know why you want to buy some things more than others? In an article in UX Magazine titled “Desire is a Universal Language,” LPK’s Chief Creative Officer Nathan Hendricks argues that a deeper understanding of desire can transform brands and the ways in which people experience them. Hendricks believes one can “kill mediocrity with desire” by focusing on what exactly consumers want emotionally, and not just rationally.

To learn how to avoid contributing to the ever-growing amount of “psychic trash” on the market, read Hendricks’ piece at UX Magazine.

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