Shenzhen Jiaxie Media Center Editor / Weng Wei Shenzhen Jiaxie Media Center
On July 27th , Shenzhen International Home Furnishings Exhibition held a designer forum event. Chen and Chen’s design art director Chen Guojin gave a unique speech on the topic of “ Cognitive-Based Design †and discussed the current design development from a commercial perspective. To analyze the status quo and problems faced by the brand layer by layer, and finally put forward that the core competitiveness of the design lies in " cognition " .
Design Art Director Chen Guojin
In the forum, Chen Guojin first throws a topic, “ Where is our company's competitiveness? †, inspiring the audience to think. Then he talked about the status quo of customers is the amount of information and too much expansion, the number of items that can be used is very few, so the key to getting customers is to become the customer's preferred choice. Then back to "What is the design itself," this proposition, Chen into the proposed design is to solve the problem in essence, marketing is the transmission of information. From the perspective of marketing, the purpose of information transmission is very clear, that is, to help brands win business. He cited the Starbucks example to show that the brand is something that can endorse this category, and it is the customer's preferred choice in this category.
When all brands are trying to satisfy the same customer and how to make a competitive design, Chen Guojin believes that the core lies in “ cognition †. For the source of this core vocabulary, Chen Guojin also gave the process of conceiving, that is, the main aspect of competition lies in the mind, and in essence, the mind is composed of common sense, and common sense comes from cognition. It has the characteristics of being difficult to change, cognitive ladder and so on.
In the forum's final speech, Chen stressed that the country into a distinctive point, "customer needs is not ideas but the information is information about the customer's story," "good business opportunities are in the existing cognitive in looking for competitive design it must also be based on this. " Business design itself is more of a business practice. It is more useful to read the market and understand the customers than to study art and creativity.
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