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This book intends to investigate how brands can use emotions in the design of engagement strategies on digital channels with the aim of offering the consumer a rich, pleasant and valuable shopping experience.


Project information
Type: Editorial Design
Year: 2021
Client: Politecnico di Milano - Academic project

Description
The digital revolution has strongly contributed to shaping new consumer figures, offering them a series of technologies capable of introducing new ways of interaction and information. The high technological rate and the migration of most of the onli- ne commercial activities has made the relationship with brands aseptic and devoid of the warmth of human presence, impoveri- shing the consumer’s perception of online shopping. For brands this has translated into a necessary change of per- spective: how to involve an unpredictable consumer, detached and distracted by the large amount of content at his disposal? And what value, which can raise an online experience to the level of a face to face, can it be transferred through the web?

This thesis work intends to investigate how brands can use emo- tions in the design of engagement strategies on digital channels with the aim of offering the consumer a rich, pleasant and va- luable shopping experience. The emotional aspect is in fact a fundamental component in the process of creating a loyal consumer: it affects the behavioral sphere and guides the choices of consumers. A brand experience that arouses a positive emotion in the consumer encourages him to cultivate the relationship, pushes him to purchase and makes him faithful.
The analysis path was developed to show the salient points of consumer evolution and, at the same time, of communication, highlighting the salient factors that have contributed to the defi- nition of the current landscape.

The use of bibliographic sources relating to different fields and disciplines allows you to have a broad and comprehensive look at the different disciplinary con- tributions which in turn can intervene in the design dimension. The final part of the thesis focuses on an exemplary case study.
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