Editorial design and book layout

Traditionally, the fields of interaction design and branding only intersected to exchange the information necessary for each discipline to fulfil its role. There were separate strategies and platforms, different designers and skills, and different agencies and companies involved.

However, today, thanks to the experience gained from Web 2.0, smart devices, maker communities and open source projects, a broader vision of design is emerging. In this new vision, interaction design goes beyond usability to focus on conveying stories and values effectively; while advertising agencies must concentrate on providing consistent, meaningful user experiences.
This requires merging different skills in order to design a brand experience that communicates and differentiates the brand’s values, while making the interaction between user and brand meaningful, effective and lasting.

However, experience design is not only relevant to innovative start-ups or technology companies; it can also be used alongside (or instead of) traditional communication methods.

Hundreds or thousands of billboards posted around the city will certainly be seen but not necessarily looked at. A properly designed experience will reach fewer people but have a much higher level of engagement and be remembered for much longer.