Draft:Multidisciplinary Usages of Design

How does design connect with psychology, technology, business, engineering, and marketing? Design and the design process are crucial to the creation, branding, and optimization of a company’s output. Any given company utilizes all of these facets of design to facilitate their productivity; while different teams each manage the marketing, business, and logistics of the product, each team employs the same design principles to move the company forward. For instance, a company’s marketing team might fixate on the psychology of product appeal, their business team might focus on optimizing their profits, and their engineering team might use technology to design the actual product. In this project, we seek to delve into each of these different roles and coherently link them in the context of a company’s overall productivity. We also seek to explain how each of these teams uses a design process to perform their respective role.

Engineers design solutions, which they then implement to practical problems. They employ a systematic design process where they first identify a problem that their solution seeks to solve. They then design, plan, and build their solution using existing technologies and engineering methods. Included in this step is modeling their design using CAD software. These faster ways of modeling and designing help companies release products and modify them to the public’s liking at a faster rate, thereby generating more profits. Engineers are responsible for overseeing and implementing changes to a company’s product to better fit the company’s goals. Aside from designing the actual product, they must be attuned to the public’s preferences. With the help of the marketing team, they can modify the design of a product so that it is widely liked by the public, while simultaneously using their technical knowledge to maintain the quality of the product. As technology continues to improve, the scope at which engineers and designers can create evolves with it. For example, the design process has been revolutionized with the creation of the CAD software which allows for the creation of detailed and precise prototypes that can be modified with ease. Tech like this allows for the streamline of products and efficiency throughout the whole design process.

Even outside of the research labs, neuroscience techniques are now widely utilized across a variety of domains and fields.  These techniques include the ability to quickly consolidate/filter memories/excess stimuli, the ability to evoke emotional responses out of objects/items, and the ability to craft and construct even subconscious levels of advertisement, just to name a few.  However, overall, neuroscience integrated with design and marketing harmonically works to produce insight into consumer behavior and the decision-making processes necessary when debating between a company, product, etc.  This is done by recording consumers’ objective cognitive processes along with their emotional responses when prompted with a marketing problem or task.  From there, further identification of any abnormal neural activation and triggers to specific colors, shapes, biases, and other visual and verbal advertising stimuli.  Neural trends and conclusions based on the data can be applied early in the design process where marketers closely collaborate alongside designers to ensure that the design of a company’s brand, logo, product, and overall campaign aligns with consumer preferences and market trends.  This application of neural techniques to design in the marketing field allows for an overall enhancement of the effectiveness of a company’s success.

Design is more than simply making things seem good. Instead, it's essential to how companies function and thrive in the contemporary business environment. A company's logo, shop layout, or product form are just a few examples of how design affects how customers perceive and engage with a brand. When was the last time you used an app or visited a website that was visually appealing and simple to use? It's likely that you had a good experience and may visit again. This is so because well-designed objects are more pleasurable to use and easier to utilize. This is crucial in the business sector as contented clients are more likely to utilize the company again and refer it to others.Additionally, design makes companies stand out from the crowd. Imagine yourself strolling along a bustling street lined with several shops offering comparable goods. Your attention will probably be drawn to the person with the striking sign or the welcoming shop first. That is the power of effective design: it makes a lasting impression and attracts potential clients. However, design is more than just drawing in clients; it also involves finding solutions to issues. Businesses rely on design to make new goods and services functional and easy to use. For instance, a phone that is easy to use and has a nice grip is likely to be more successful than one that is cumbersome and difficult to use.To put it plainly, design is what drives corporate operations. It supports their appearance, makes them stand out, and aids in problem-solving—all critical skills for success in the cutthroat world of today. Thus, keep in mind that there's much more to a well-designed product or website than what first greets the eye the next time you encounter one.

Design in Engineering and Technology

Glossary Terms

Design, Build, and Test

The Engineering Design Process provided by the Jet Propulsion Laboratory of California Institute of Technology

Design, Build, and Test (DBT) exercises reflect the engineering design process by providing a step-by-step framework for solving a variety of real-world issues. These exercises originate from secondary school students working in small groups to respond to a problem statement. They must then plan a strategy for their model and execute it according to a set of guidelines. The purpose of these exercises is to allow students the chance to think like engineers. In the following order, DBT tasks urge students to identify the problem, brainstorm solutions, build according to their plan, test their solutions, reflect on the results, and improve on them. The cycle continues until the students are satisfied with their final solution. In the context of a company’s engineering team, engineers are tasked with creating a product that the company can then market. Their “problem” is creating a unique good, which the engineers then build, test, and improve on. The success of a company hinges on this repeated process in which engineers continually improve on their design.

Empirical

Engineers use knowledge based on tried-and-true, or empirical methods to formulate solutions to engineering problems. Empirical knowledge is essential to the design process, in that engineers modify existing designs to solve problems to unique situations. This means that engineers do not need to reinvent the wheel with each engineering problem; instead, they can build on a solution another engineer has already created. This system, where engineers add to the work of other engineers, is similar to the way scientists operate. The engineering design process, therefore, does not take nearly as long in the planning and building stages, giving engineers more time to formulate changes specific to the company with which they are working. This facilitated process is more realistic to the engineering design process within a company. The collaborative effort within engineering and science can be expanded to the collaboration necessary to the success of a company, since engineers cannot make good changes without good feedback.

Blockchain technology

Illustration of blockchaining process

This tech is a decentralized, distributed ledger system that records transactions across a network of computers in a secure and transparent manner. Each block in the chain contains a hash function (a mathematical algorithm that creates a unique digital fingerprint of the input data) of the previous block, creating an immutable record of data. Blockchain’s impact on design stems from its ability to revolutionize intellectual property rights, authenticity verification, and supply chain management. It enables artists to ensure their work is not being illegally duplicated or plagiarized. By utilizing blockchain technology, designers can enhance trust and accountability throughout the design process. This fosters innovation, ethical practices, and fair compensation for creators.

Augmented Reality

Augmented Reality is a technology that portrays digital information, such as images, videos, or 3D models, in the real-world environment. It is typically viewed through a device like a smartphone or AR glasses. It enhances the user’s perception of reality by blending virtual elements with the physical world. This comes together to create an immersive and interactive experience. In the world of design, AR allows for more accurate assessments of a prototype’s scale, aesthetics, and functionality. Designers also have the ability to offer interactive product demonstrations, virtual try-on experiences, and immersive brand storytelling for their potential investors or customers. Moreover, AR-powered design tools empower users to customize and personalize products in real-time, fostering collaboration between designers and customers. Overall, AR revolutionizes the design process, making it more dynamic, accessible, and efficient while also expanding the possibilities for innovation.

Peer Reviewed Articles

Design, Build, and Test in the United Kingdom

In an effort to encourage more students to pursue STEM-related career paths, some secondary schools in the U.K. have begun incorporating DBT exercises in their curriculum, which encourage students to think like engineers. This pattern of thinking, where students identify the problem, design their solutions, build their solutions, and reflect on them is much like the scientific process. The most important aspect of these exercises is that the students are encouraged to reflect on their failures and amend their solutions, since the first replica of any design more than likely needs multiple revisions. Within a company’s engineering team, the engineers follow this same process to create a marketable product. They “test” their product by releasing it to the public. The engineering team then relies on the business team to help them interpret the responses of the consumers to the product, after which the engineering team can then formulate a better version.

Using systems thinking to understand the evolving role of technology in the design process

This article explored the impact of emerging technologies on the teaching process of design students. It dove into research of the different approaches to design between corporate developers and smaller businesses. The results showed that larger companies were more open to exploring new technologies as they could afford to put more resources into their development than smaller companies. The passage also discussed how companies are using various technologies for 3D rendering and while some are moving away from older tools like AutoCAD, traditional methods like hand sketching are still valued.Overall, the article argues that while new tactics are continuously being implemented within the world of design, few programs are abandoned in full. As a result, a wider range of knowledge is needed when deciding which kind of program to use. It is critical for educators to lay a concrete yet flexible groundwork for emerging designers can navigate the challenges ahead.

Engineering as a Collaborative Effort

There are four stages that engineers must undergo in solving a technical problem. They must first determine the physical concept pertaining to the problem, create a physical model, as well as a mathematical model of the problem, and lastly solve the model using the identified conditions and restrictions. In all of these steps, an engineer must apply empirical knowledge, or knowledge based on observed methods that have previously been successful. An engineer is able to present solutions to a number of engineering problems that “are the sum of well-known and previously verified design steps. The wider the database stored in the designer’s memory, the better the design.” Essentially, the more designs an engineer has ingested, the better their work. The success of the engineering design process relies on the success of engineers that came before, giving engineers today the chance both to improve on those methods and to adapt to new circumstances.

Studying interaction density in co-design sessions involving spatial augmented reality

This article focuses on the effects of integrated augmented reality into co-design meetings. Co-design refers to the collaborative relationship between consumer and manufacturer that results in a product designed according to the consumer’s specifications and the producer’s manufacturing components. The study performed in the article consisted of observing four different co-design sessions for products of equal complexity but with different levels of virtual reality implementations. The results showed that providing tangible prototypes augmented with digital content enhances the participation of end-users and designers while not interfering with the actual design process. While this digital environment does provide more room for collaboration and easy modification, the digital representation of a product does not always reveal the properties and limits of the hardware that come into play when the item moves into the physical realm.

Pertinent Engineering Programs

Computer-Aided Design (CAD)

Example of the bricsCAD user interface with a 3D model in the workspace.

Computer-Aided Design revolutionizes the way designers conceptualize, draft, and edit designs across industries. The CAD application allows for the creation of precise and detailed digital models or systems. These can range from simple components to complete and complex structures. Within the software designers can utilize an array of features such as 2D drafting, 3D modeling, rendering, simulation, and animation. With this application designers can explore different designs with ease as making edits and revisions are simple in the digital format. Also due to its virtual nature, seamless sharing and reviewing of files between designers can be achieved with ease. From architecture and engineering to automotive and fashion industries, Computer Aided Design software streamlines the design process and brings ideas to life.

Autodesk Revit

Landscaping Design created using Autodesk Revit Software

Revit is a software used in fields including, but not limited to civil engineering, to create highly accurate models of buildings. It is now owned by Autodesk, a major software company that is well known for owning software products used to perform CAD. Autodesk Revit has unique BIM (Building Information Modeling) capabilities, allowing engineers to create detailed simulations of buildings that are to-scale and even account for materials and structural properties. Modeling is a major component of engineering design, and developments in technology have allowed the modeling process to be more precise than before. With Autodesk Revit, engineers can even predict the long-term behavior of their building design; an enhanced modeling program such as this vastly enhances the design process by allowing the engineer to factor parameters within their model that they otherwise would have had to account for manually. In a process where engineers must customize their product to fit their company and its goals, easy customization is important.

Civil 3D

Another software owned by Autodesk, Civil 3D is primarily used in civil engineering and infrastructure design. It includes automated design tools that make the design process faster and more efficient. Civil 3D is an upgrade from manually drawing the blueprint of a building, in that it cuts down on human errors and even allows engineers to map the topography of the land on which they are building. It also lets them visualize their designs and identify problems right away. The alternative to computer aided design would be to build a product or building from a less accurate hand-drawn model; only after building the product would the engineers be able to see the flaws in their design and modify them. This alternate process is both financially costly and time expensive. In an industry where time and money are equally important, engineers must be able to produce a well-designed product without having to build it first, and quickly modify it to make it more successful.

To reiterate, the above two are examples of Civil Engineering CAD tool. There exist different CAD tools for the purpose of computer aided design in different disciplines as well.

Artificial Intelligence

Artificial intelligence refers to the simulation of human thought processes by machines, particularly computer systems. It involves the creation of algorithms that are continuously combining large amounts of data that allow the software to learn from patterns and features. AI has become increasingly influential in its ability to mimic human creativity and efficiency. With this comes the opportunity for designers to utilize the tool in their creative process. Machine learning algorithms can generate design options, automate repetitive tasks, and optimize designs. Not to mention with its vast knowledge of trends, it can accurately predict what kinds of designs will be more popular with customers than others. The power of AI stems from the speed in which it can analyze vast amounts of data and suggest design adjustments. A designer can then cherry-pick and approve adjustments based on that data.

Social Ways to Engage in Engineering

AISC Steel Bridge

Georgia Tech Civil Engineers of the Steel Bridge Club on campus lay out their final bridge for the competition.

AISC stands for the American Institute of Steel Construction. The Steel Bridge Club at Georgia Tech is a competition team in which members collectively design a twenty-foot bridge that they build under timed construction at the annual competition. In fabricating, or designing the bridge, members of the club must account for a number of restrictions, like the size of the individual parts, as well as the weight and dimensions of the entire bridge itself. These restrictions are built into the planning stage of the engineering design process, where builders must also consider other factors like the aesthetics of the bridge and its structural integrity. Certain aspects of the club translate to the engineering industry. For instance, the timed pressure during the competition reflects an engineer’s deadlines to produce a successful product, and the collaboration required amongst members of the club matches the way engineers need to work together to complete projects for a company.

American Society of Civil Engineers

ASCE Historical Marker at Philadelphia City Hall

The American Society of Civil Engineers (ASCE) is a national society responsible for publishing manuals and standards that civil engineers across the country agree on and abide by. It is one of the oldest and most popular civil engineering organizations to exist. Georgia Tech itself has a chapter, setting weekly meetings, during which employers seeking to hire civil and environmental engineers are invited to talk about their company. Many students find internships and employment opportunities through ASCE; in this regard, ASCE is a means of networking with other workers and companies within the same industry. Because engineering as a whole is a collaborative effort, having a convenient way to communicate with other engineers is important. Engineers need to both be able to communicate with other members within their company so that they may receive and process feedback and with other engineers to develop good solutions. A unified organization like ASCE facilitates this communication between engineers.

Georgia Tech Design Club

The design club at Georgia Tech is a student run organization that focuses on improving user experiences through practical, theoretical, and cultural uses. Their goal is to create a place where all students interested in any aspect of design can come to share and learn while creating connections on the academic, professional, and personal level. The club meets once a week on Mondays in the College of Computing building. The club offers a wide array of resources through their design workshops, corporate events, and project and portfolio building opportunities. There are no dues and members are encouraged to just attend as many meetings as they can, creating a flexible and stress-free environment.

The Agency at Georgia Tech

The Agency was founded in 2013 when a group of students decided they wanted to design a self-driving car. By 2014 the club had partnered with the Robojackets to build the “Buzzmobile” that successfully drove itself in the Homecoming Parade that year. Since then the club has grown to focus on teaching students about general AI and machine learning. Members of the club have access to advanced talks from outside researchers and workshops. The club is open to first-years and experienced students alike and meets on Wednesdays in Klaus. The club is a great resource for those interested in learning more about the actual process of machine learning that occurs when AI in implemented within a design project.

Design in Marketing and Psychology

Glossary Terms

Prototyping

Prototyping is a process in which you can obtain a finalized product from an initial ideation. Oftentimes, creating the final form of a product is rarely done in one smooth attempt and requires numerous changes and adjustments as problems arise. In some cases, even after a product is launched, there are times where adjustments are still needed to be made based on consumer feedback. Therefore, with a constant loop between designing and product testing, prototyping allows companies and designers to constantly innovate their product through a user-centric approach. The design process can widely vary but generally consists of empathize, design, ideate, prototype, and test with prototype being the fourth step in the process. The prototyping process allows designers to grasp an overall understanding of the product design and its purpose, minimize design errors, manage costs, attract investors, and also enhance communication and collaboration within the design team as well as connecting the company and the consumers of the products.

Product Data Management (PDM)

PDM is a way to use software to streamline data and design files relevant to a product. Some of the things that can be shared are CAD data, models, part properties, manufacturing instructions, revisions, bill of materials, and technical specifications. The use of PDM software comes with many benefits for the company as it allows for teams to integrate and sync data in real-time, enhance data security with control-access and permissions, foster collaboration and accessibility, as well as administer accountability through the tracking of file revisions. With PDM, companies can become more effective as PDM allows for a company to effectively drive costs down as important data is centralized to a single software accessible to many different teams in both the company and its collaborating companies. One of the more important pieces of information stored through PDM is manufacturing information as products are often needed to be mass-produced. Therefore, companies can achieve a smooth and transparent manufacturing and production process by utilizing PDM.

Computational Neuroaesthetics

A diagram displaying the integration between computer science, neuroscience, and aesthetic psychology

Computational Neuroaesthetics is an interdisciplinary field that explores exactly how the brain processes and responds to visual stimulus, art, perceived beauty, and aesthetic experiences. It integrates techniques from design, psychology, art history, and computer science, along with neural technology, to justify aesthetic perception, preferences, and judgments. Additionally, the use of neuroaesthetics can be used to explain consumer behavior in different markets, as consumer behavior in marketing and communications depends on the overall aesthetic of an advertisement, product, campaign, or brand. For example, marketers initially gather neural information about a consumer's opinions of the aesthetic product and how it affects the actual product. Such as recording activation across different parts of the brain while examining the color, mood, and emotional response of a product and then finding conclusions based on the activated data to apply to marketing schemes.  Overall, computational neuroaesthetics offers producers a critical tool for efficiency and understanding of neural mechanisms, ultimately enhancing consumer engagement and satisfaction.

Perception and Attention

The brain processes brand information differently from other types of information.  Consistent branding activates specific neural pathways associated with familiarity and trust.  Neuroscience research can help marketers understand how to create brand experiences that resonate with consumers on a more profound emotional response, revoking, and subconscious level.  Effective marketing captures and retains consumers' attention.  Neuroscientific studies have identified factors that grab attention, such as novelty, contrast, and personal relevance.  Understanding the brain's mechanisms for attention and memory can inform marketing strategies aimed at creating memorable experiences and messages.  In the association of neuromarketing and design, perception is the process by which consumers interpret and make sense of marketing stimuli, including visual stimuli of design (color, shape, aesthetic, mood, etc).  In this same association, attention, on the other hand, refers to the process of selectively focusing on specific marketing stimuli while filtering out all forms of other stimuli.  Grabbing consumer’s attention is critical for memory consolidation and encoding of a market’s campaign.

Programs

Simulink

Matlab Simulink

Simulink is a block-diagram simulation where different parts of a system are represented through blocks and connected by signal wires that represent their relationship. Simulink is versatile and can be used in numerous projects such as: AI, autonomous robotics, control systems, advanced driver assistance systems, and much more. With Simulink, engineers can design and test multi-part systems numerous times through a simulation before moving onto the physical hardware. This allows for design validations through simulation models through desktop, real-time, and hardware-in-the-loop testing. By being able to design and simulate a product before moving onto the hardware, companies and teams can save a lot of time and money as products can be experimented in different testing environments that give critical feedback and information in the design refinements and code regenerations. As Simulink has multiple tools such as simulations, automated testing, and code generation, teams can shorten a product’s developmental cycle while also making the progress visible through Simulink’s automated reports and dashboards.

Onshape

A robot model designed using Onshape.

Onshape is a software system that provides CAD and PDM services. While many CAD software are file-based, Onshape uses cloud architecture to centralize design data and eliminate some of the issues that come with file-based software. For example, with Onshape’s cloud-native system, users are less likely to accidentally delete important files and cannot lose files as they are automatically managed through Onshape. In addition, with the cloud architecture, Onshape is also one of the few CAD softwares that can be used through any web browser which makes it easily accessible for anyone from anywhere. The ease of accessibility of Onshape directly leads to effective collaboration between designers, internal teams, customers, and external partners as the multi-user environment has built-in collaboration tools to streamline communication. To add onto the accessibility, Onshape has different price plans, including a free plan with most of the main features, that helps teams save both time and money as Onshape does not require a high-end workstation.

Electroencephalogram (EEG)

Electroencephalogram (EEG) Cap

An EEG expanded means an Electroencephalograph, or a noninvasive neuroscience imaging mechanism that records electrical activity generated by action potentials in the brain.  This neural activity is recorded through electrodes, which are placed on the scalp via a topical adhesive to detect and then connected to a device to display changes in electrical impulses.  EEG is mainly used in medicinal settings to diagnose and monitor neurological conditions, such as epilepsy, sleep disorders, and traumatic brain injuries.  Yet, these applications don’t just end in the clinical field, as they also have applications in neuromarketing.  Specifically for neuromarketing, EEG is a valuable tool in neuromarketing, as it offers insights into consumers' subconscious behaviors and responses to marketing stimuli.  Data recorded from an EEG can reveal patterns and conclusions with consumer attention, emotional reactivity, and cognitive processing, which all help provide marketers with consumers’ thoughts and provide biological evidence to reactions to varying marketing stimuli.

Functional Magnetic Resonance Imaging (fMRI)

High Resolution FMRI of the Human Brain

Functional Magnetic Resonance Imaging (fMRI) is also a non-invasive neuroscience imaging technique that detects changes in a third-party monitoring modality, aka blood flow and oxygenation levels in the brain, to graph and map out brain activity.  To display these changes, fMRI can produce detailed images of brain activity with a high spatial resolution for a clear map of the brain and its localized activity.  Typically, fMRIs are used in the medical field to diagnose and monitor neurological conditions, such as Alzheimer's disease, dementia, and stroke, and fMRI is efficient at mapping out the location of brain tumors. However, in neuromarketing, an fMRI is used to investigate how consumers' brains respond to marketing stimuli such as advertisements, product packaging, and branding elements.  Exposing consumers to marketing materials while they undergo fMRI scans, researchers can identify which specific brain regions are activated and how they correlate with specific cognitive processes and emotional responses.

Peer Reviewed Articles

Unfolding the Notion of Experience Prototyping: A Framework for Prototyping in an Experience-Driven Design Process

This peer reviewed article examines the concept of experience prototyping, which is defined as the practice of prototyping for an experience-driven design approach. One of the greatest strengths to experience prototyping is the ability to connect human sciences, such as psychology or sociology, to technical sciences, such as computer science or engineering. The target of an experience-driven approach is to change the design activity from just the products into the experience of the users of the products. By doing this, consumers aren’t just revenue generators, but rather become a source of potential innovation and inspiration into the design process. As an experience is dynamic, it is different for every user and may change over a period of time. The experience prototyping process and approach changes for the engineers and designers as rather than focusing on just the functionality of a product, they account for the aesthetic appreciation, emotional response, and symbolic meanings behind the product in the design process. With the added benefits from experience prototyping, companies can create products tailored directly towards the users and gain more reasoning and understanding behind their products.

An Innovative Reflection Based on Critically Applying UX Design Principles

This peer-reviewed article focuses on the process of innovation through user experience (UX) principles, especially in an online prototyping market. Innovation is one of the key factors in fostering a strong connection between a company and their users. Through innovation, companies are able to push out products, experiences, and services that are new and improved for their users. Without innovation, companies are unable to meet the user demands and can fall short compared to their competitors. Therefore, innovation is critical in giving companies a competitive advantage and expanding their market growth. Since the creation of the internet, many product and service markets strive and shift into an online domain due to convenience and ease of access for the consumers. The physical product design is important but it is equally important to design a proper website with the necessary features. Using UX principles, companies should aim to give the users the easiest and best experience on their website. Companies can design features that follow UX principles through features like chatbots to assist online consumers answer their questions or staying on top of technologically growing tools, such as AI. As a result of following UX principles, companies can effectively enhance the user’s experience, build a reliable brand image, and drive sales volumes for the company that ultimately lead to market growth.

Neuro-Sell: How Neuroscience Can Power Your Sales Success?

The book "Neuro-Sell: How Neuroscience Can Power Your Sales Success" by Simon Hazeldine, and further published by Kogan Page in 2013, discusses the various applications of neuroscientific techniques in the association of marketing strategies, namely salesmanship.  Hazeldine taps into neuroanatomy, offering insights into how understanding neural processes can enhance sales performance. The book attempts to provide practical advice and strategies through a neurological lens; by understanding the brain's decision-making processes, emotional triggers, and cognitive biases, salespeople can adapt their approaches to resonate with customers on a deeper level.  Additionally, the book also attempts to provide actionable advice supported by real-world examples and case studies, making complex neuroscience concepts accessible and applicable to salesmen, and markets.  Through its engaging and informative content, "Neuro-Sell" equips readers with the knowledge and skills needed to increase sales performance and how to use neuroscience and psychological techniques to achieve tremendous success in today's competitive marketplace.

Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability

"Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability" by Darren Bridger, published in 2017 by Kogan Page, provides an explorative discussion of the integration between neuroscience, design, and marketing.  Bridger discusses and defines the new, novel, and emerging field of neuromarketing.  Additionally, this book provides a deep exploration of the neurological techniques that explain consumer behavior, perception, and decision-making processes.  Bridger utilized fascinating case studies, and practical examples were utilized to illustrate how markets and businesses can apply neuroscientific insights to create more effective and compelling design solutions.  From web and graphic design to product packaging to website layout, every aspect of design is analyzed through the lens of neuromarketing, offering readers actionable strategies for increasing success.  Also, Bridger emphasizes the ethical considerations thought upon within the field of neuromarketing and then advocates for practices that make their consumers’ well-being a priority.  A thorough understanding of the subconscious drivers of consumer behavior, helps marketers develop more authentic and meaningful connections with their target audience.

Social Ways to Engage in Design and Neuromarketing

GT Medical Robotics Club

The GT Medical Robotics Club is a Georgia Tech student-run organization that ties the fields of medicine, robotics, programming, and design through the creation of robots that save lives. The medical robotics club has different projects with numerous teams in which club members can gain experience with programming, designing, machining, and prototyping. Some of the projects that the club is working on is a prosthetic arm with haptic feedback, commercial device for wheelchair users, and 3D-printable prosthetics for amputees. There is no prior experience needed to join the medical robotics club as they have a program called Robotics 101 that teaches club members about micro-controllers, CAD, 3D printing, machinery, and circuitry through building small robots for the team’s internal club competition. The GT Medical Robotics Club makes it easy to engage in real-life design opportunities as they apply the entire process of engineering design into the field of medicine through their life-saving robots.

Marine Robotics Group

The Microtransat Vessel vehicle project the Marine Robotics Group at Georgia Tech is working on.

The Marine Robotics Group is a Georgia Tech student-run organization that works on the exploration and advancement of maritime technology by developing different vehicles for different competitions and challenges. Through the Marine Robotics Group, the team explores concepts like long-range autonomy, multi-robot collaboration, sensor development, and other research areas in the Adaptive Design Prototyping and Testing Lab in the Aerospace Systems Design Laboratory. Within the four teams, there are three different subteams that team members can join. The Mechanical Design team works on physical and mechanical components of the vehicles, often using 3D printers, CAD, and metalwork. The Electrical Design team works on the electrical components of the vehicle, working with circuitry and wirings. Lastly, the Software Design team works on coding the necessary code for the different sensors, pathing, and localization for the vehicles. Through the Marine Robotics Group, members can engage with a challenging design opportunity in different fields as the physics underwater are drastically different from the physics on ground.

SNA and NSAC:  Student Neuroscience Association at Georgia Tech and GT Neuroscience Student Advisory Council

The Student Neuroscience Association and The Student Advisory Council at Georgia Tech are student-led organizations that aim to promote collaboration among students and professors in education, research, networking, advocacy, outreach, inquiry, and professional development of the large field of neuroscience.  Members work dedicated stimulating and enhancing student interest in neuroscience through social events, mentor-mentee programs, volunteering, visits to local neuro-related research centers, dissections, and regular speaker events from students, faculty, and those in the industry.  Both organizations are critical for the construction of a more supportive and engaging neuroscience community at Georgia Tech, providing opportunities for students to students to deepen their understanding of neuroscience, explore career paths branching off of neuroscience (such as marketing, graphic design, computer science, psychology, medicine, law, etc), and connect with others in neuroscience (such as other classmates or potential alumni) along with other professionals in the field.  Specifically, the Neuroscience Student Advisory Council (NSAC) serves as a representative body for neuroscience students within the Georgia Tech community comprised of elected student representatives.

Neuromarketing World Forum

The Neuromarketing World Forum took place in Los Angeles, March 19-21, 2021

Organized by the Neuromarketing Science & Business Association (NMSBA), the Neuromarketing World Forum is a pivotal global event at the intersection of neuroscience and marketing, that serves as an engaging and integrating platform for professionals, experts, and researchers from all varying backgrounds and places to converge and explore the latest advancements, insights, and applications in neuromarketing.  At the Neuromarketing World Forum, members engage in sessions, where they cover a rich program of varying neuroscience content and practical strategy presentations to facilitate collaboration on novel and innovative approaches along with their critical ethical considerations.  Attending the Neuromarketing World Forum, enthusiasts can stay on top of the best practices in neuromarketing and can apply these insights to optimize marketing strategies, create more compelling campaigns, and enhance consumer engagement and brand loyalty.  Overall, the Neuromarketing World Forum serves as a vast resource for inspiring and advancing the science and practice of neuromarketing, to shape the future of marketing using science and technology.

Design in Business

Peer Reviewed Articles

“Design, consumption and marketing: outcomes, process, philosophy and future directions” by Michael B. Beverland

Design is no longer only an aesthetic enhancer in the fast-paced business world of today; it is now a powerful driver for success and innovation. Companies from a variety of sectors now understand the significant influence that careful design can have on the usability of products, the identity of brands, and the satisfaction of customers. Every aspect of a company's appearance, from digital interfaces to product packaging, is infused with design, which shapes perceptions and encourages interaction. Furthermore, the use of design thinking as a methodology for problem-solving highlights how important human-centered approaches are becoming when it comes to tackling complicated problems and promoting organizational development. This article examines how, in today's business environment, design has become a strategic requirement that fosters productivity, expansion, and client happiness.

Success in today's cutthroat industry depends on product distinctiveness. In this sense, design is crucial since it improves the usability and functionality of products. Businesses spend a lot of money making sure that the performance and user experience of their goods not only meet but exceed client expectations. Businesses may produce goods that appeal with customers and stand out in crowded marketplaces by utilizing design-driven innovation, which can lead to intuitive user interfaces and ergonomic product designs.

In conclusion, in today's business environment, design has moved from being a secondary issue to a strategic requirement. Design is now positioned as a potent tool for boosting productivity, expansion, and customer satisfaction due to its capacity to spur innovation, strengthen brand identification, and generate meaningful consumer experiences. Design's impact will only increase as more companies come to understand how revolutionary it can be, influencing innovation and corporate strategy in the years to come.

Beverland, Michael B. “Full Article: Design, Consumption and Marketing: Outcomes, Process, ...” Taylor & Francis Online, 7 Mar. 2017, www.tandfonline.com/doi/full/10.1080/0267257X.2017.1283908.

“Design strategy and its interface with manufacturing and marketing: A conceptual framework” by James A. Fitzsimmons, Panagiotis Kouvelis, Debasish N. Mallick     

The core of a company's persona is its brand identity, which communicates to customers its promises, values, and character. In order to properly build and communicate this identity, design is essential. A well-designed logo, a unified visual language, and brand features that are consistent over a range of touchpoints allow firms to stand out from the competition and develop high brand awareness. Companies may develop stronger relationships with customers and increase brand loyalty by matching design components to target audience preferences and brand values.

In the experience-driven economy of today, client happiness is critical. Across a variety of touchpoints, design plays a critical role in generating meaningful and memorable consumer experiences. The way a product is packaged, how a physical shop is organized, or how a website is navigated—all have an impact on how customers view and engage with a brand. Businesses may boost long-term loyalty, retention rates, and customer happiness by putting user-centric design principles first.

As a revolutionary method of problem-solving that prioritizes experimentation, teamwork, and empathy, design thinking has gained popularity. Companies are using this practice more and more to solve challenging problems and spur innovation. Through prioritizing human needs and experiences in problem-solving procedures, design thinking fosters innovative thinking, quick iteration, and adaptability to evolving market conditions inside businesses. Additionally, it promotes a culture of cooperation and cross-disciplinary teamwork, which helps companies to use the team's combined knowledge and come up with creative solutions for urgent issues.

Fitzsimmons, James A. “Wiley Online Library | Scientific Research Articles, Journals, ...” Wiley Online Library, 27 Aug. 2011, onlinelibrary.wiley.com/.  

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Programs Germane to Design in Business

PowerPoint

PowerPoint is a common tool in the corporate sector, used for anything from presentations to training sessions and meetings for strategic planning. Professionals may build visually captivating presentations that successfully communicate complicated concepts and facts with ease because of its user-friendly interface and varied capabilities. Presenters may arrange and organize material with PowerPoint, which improves audience understanding and engagement.

 PowerPoint enhances persuasive communication techniques and allows for dynamic storytelling by integrating multimedia components like charts, photos, and videos. Additionally, teams may collaborate easily using PowerPoint's collaboration features, sharing and editing presentations in real time. PowerPoint is still a vital tool in the toolbox of business professionals, enabling them to effectively communicate ideas to clients, report financial performance to stakeholders, and train staff. Many employees will have to make presentations filled with data or ideas and present them weekly to higher ups in the business. These presentations are engaging and help businesses succeed.

Photoshop/Illustrator

Adobe Photoshop.

Photoshop and Illustrator are essential tools for creating visual content and representing brands in the current business world. Businesses frequently use Photoshop, which is well-known for its powerful picture editing features, for a variety of activities, from retouching product photographs to producing eye-catching commercials. Professionals can improve photos, work with graphics, and create eye-catching pictures that appeal to their target audiences because of its wide range of tools.

Adobe Illustrator.

Photoshop is also more versatile than photography; designers may use it to create online visuals, social media assets, and promotional items that increase brand awareness and interaction. Illustrator, on the other hand, is a vector-based program that focuses on graphic design and illustration. As such, it's a great tool for the precise and scalable creation of logos, icons, and complex drawings.

Companies use Illustrator to create visually striking presentations that captivate stakeholders and customers, create marketing materials, and create unified brand identities. In order to drive development and cultivate brand loyalty via strong visual storytelling, Photoshop and Illustrator work together to enable businesses to unleash their creativity, communicate effectively, and build a compelling visual presence in a competitive market.

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Glossary Terms

Brand Identity

Ferrari is an example of a brand that suits the upper class.

A brand's identity captures its essence by compellingly expressing its values, character, and mission both visually and emotionally. A brand's distinctive fingerprint sets it apart from the competition and encourages consumer awareness, loyalty, and trust. Fundamental components of a brand identity include the logo, color scheme, font, iconography, tone of voice, and imagery. Together, these components tell the brand's story, arouse certain feelings in the target market, and connect with them.

A strong brand identity acts as a beacon for all customer interactions with the company, be they through website browsing, social media engagement, or direct product or service experience. Maintaining consistency over all touchpoints is essential for bolstering the brand's identity and improving its relationship with customers. Furthermore, a brand's identity is dynamic and changes over time to accommodate shifting customer tastes, market realities, and cultural trends. But despite change, the fundamental principles and character endure, offering consistency and dependability. In the end, a good brand identity is a strategic asset that promotes brand advocacy, builds brand loyalty, and ensures long-term success in a cutthroat industry. It is more than simply an aesthetic asset.

Design Formats

In the business sector, design formats are essential for determining how consumers view brands, goods, and services, affecting their purchasing decisions, and propelling company growth. Design formats are effective instruments for expressing a company's values, products, and competitive advantages to its target audience. This is true for both corporate branding materials and marketing collateral. Design formats like logos, brand guidelines, and visual assets provide a unified visual language in branding and identification that communicates the core of the business and promotes recognition and trust among stakeholders and customers.

An example of a Brochure that advertises their products.

Ads, brochures, and packaging are examples of marketing materials that use design forms to draw in viewers, deliver important messages, and set products and services apart from rivals. These forms use a combination of attention-grabbing imagery, persuading text, and thoughtful placement to draw viewers in and encourage conversion. Additionally, design forms in the digital sphere include email campaigns, social media graphics, mobile applications, and websites, giving companies the ability to develop immersive, interactive experiences that appeal to today's tech-savvy consumers. The user experience, accessibility, and responsiveness are given top priority in these formats, guaranteeing smooth interactions across a range of platforms and devices.All things considered, design formats are extremely useful tools for companies, helping them to express themselves clearly, establish their brands, and eventually accomplish their objectives in a market that is getting more and more competitive.

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Ways to Engage in Business Design

Social Media

Social media has completely changed how companies approach design by providing a dynamic platform for audience engagement, brand exposure, and customer interactions. Businesses may use visually appealing material that appeals to their target audience to highlight their goods and services on social media sites like Facebook, Pinterest, and Instagram.

Examples of different types of Social Media that are used for marketing.

Social media gives companies the opportunity to experiment with several design formats, from attention-grabbing images to fascinating videos, in order to successfully communicate their brand message. Additionally, social media platforms give businesses insightful information about the tastes and habits of their audience, which helps them better adjust their design strategies to the demands and expectations of their customers. Businesses are able to make real-time design adjustments and optimize content for optimal impact and engagement by utilizing feedback loops and analytics.

 Furthermore, social media makes it easier for companies and clients to communicate directly, cultivating bonds and increasing brand loyalty through tailored exchanges. To put it simply, social media has evolved into a vital tool that companies can use to tell engaging stories, build deep relationships, and spur development in the digital world.

Graphic Design

A graphic designer would be needed to create this logo.

 In order for organizations to successfully express their messages and corporate identities visually, graphic designers are essential. They use both their technical expertise and creative abilities to create visually appealing designs that effectively communicate a company's ideals, goods, and services to its intended market. Creating visually appealing information that captivates and resonates with customers is the task of graphic designers, who may create logos, marketing materials, websites, and social media visuals. Design, typography, color theory, and layout principles enable graphic designers to produce unified and powerful visual assets that improve brand recognition and stimulate interaction.

A degree in graphic design or a similar discipline is one way that people can obtain the necessary information and abilities for a job in the area. Other options include self-directed study and real-world experience. Establishing a robust portfolio that highlights a variety of design work and remaining current with software tools and industry trends are necessary to break into and thrive in the cutthroat world of graphic design. Furthermore, networking, internships, and freelancing may assist prospective graphic designers in launching their careers in the industry by offering invaluable practical experience.