Branded Interactions Book Reviews

Branded Interactions

By Marco Spies

362 pages, hardcover, $60, published by Thames & Hudson
thamesandhudsonusa.com

You might consider writing analog books on interaction design (IxD) to be heroic—so much about the field can change in the time it takes to write one. But this tome is a worthy addition to the IxD library, as is the shiny, new acronym Marco Spies coins: BIxD (branded interaction design). The goal of BIxD, Spies writes, is “to replicate the same brand experience at every brand touchpoint,” from websites to more often overlooked signposts along the customer journey, including interactive installations, augmented reality and intelligent objects. Spies walks the reader through all phases of the design process with case studies and practitioner Q&As. The book's clean, thoughtful design is consistent across all touchpoints, using tooks like different paper stocks and running heads formatted like navigation bars to simplify wayfinding. Doubling as inspiration and resource, Spie's book is bound to stay relevant for a long while. —Caroline Tiger

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