The importance of design in creating an image of a service Cover Image

Znaczenie designu w kreowaniu wizerunku usługi
The importance of design in creating an image of a service

Author(s): Barbara Mróz-Gorgoń
Subject(s): Economy
Published by: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
Keywords: design; services; image creation

Summary/Abstract: Design is a creative activity which aims at obtaining multilateral quality of objects, processes, services and systems throughout their life cycle. There are opinions that design, as an expression of aesthetic values, is the most powerful way to present brand identity, especially when individuals opt for a high quality life and well-being, choosing various brands. The purpose of this article is to determine the importance of design to consumers, and the role that design plays in shaping brand image in the service industry. The article was prepared on the basis of literature studies and a survey. The results of the survey indicate that for consumers in the service sector, the importance of design cannot be underestimated.

  • Issue Year: 2014
  • Issue No: 355
  • Page Range: 289-298
  • Page Count: 10
  • Language: Polish