Designing For Emotion Chapter 3

This week in my PR Publications class I read the third chapter of Designing For Emotion by Aaron Walter. Chapter 3 is all about brand personality.

I really like Walter’s idea of creating a design persona. It really reminded me of the written work I used to do as an actor, conjuring endless hypotheticals to make sure I was never caught off guard. I thought it was especially prudent of him to include some sample copy and a visual lexicon–more applicable things than a personality map.

I will say that this chapter, to me, kind of read like “make a mascot.” Which I know is not the answer for every company. To be fair, Walter mentioned Housing Works, a company whose personality definitely does not come from a mascot. Still, it seems like a lot of websites are going that direction and I’m not sure I’m sold on the idea.

Overall though, another very informative chapter from Walter. Can’t wait to keep reading!