Dance, Design, and Neuroscience: Interdisciplinary Strategies to Promote Sustainability and Vitality in the Creative Sector
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Series/Report no.:2014 Richard J. and Martha D. Denman Undergraduate Research Forum. 19th
With the oversaturation of marketing and advertising in today’s world, the biggest challenge in the performing arts industry lies in encouraging consumers to leave the comfort of their homes to engage in a live cultural experience. Marketing and advertising for these organizations has called for innovative brand direction shifting from traditional market research to explore the psychological and neurological implications behind brand perception. In this study, I investigated how design theory and neuroscience, when included in branding and marketing strategies, can increase brand awareness and loyalty for the performing arts, specifically focusing on dance organizations. Today, the concept of branding is viewed as a holistic entity, referring to how an individual experiences and relates to a product or service. I began asking the questions, “How do we create successful branding solutions for dance organizations?” as well as, “How can research from outside fields, such as neuroscience, inform my process as a designer?” To explore these ideas, three contemporary dance companies (one local, one regional, and one international) agreed to participate in this study. Primary research regarding the performing arts industry, consumer psychology, behavioral neuroscience, and design theory was conducted along with in-depth marketing and branding analysis via interviews and surveys. From this information, a new branding direction for each company was then created. To inform the design process, neuro-imaging techniques, such as eye tracking, were used to test how visual elements were perceived and which of those methods had the greatest effect on the viewer. Effective methods were compiled to create a branding framework, specifically directed toward dance organizations. With this research, my goal is to create the opportunity for further discussion as to how design theory and neuroscience can aid in brand direction and thus help to create visually striking, memorable brands, capable of attracting and retaining consumers.
Art/Architecture: 1st Place (The Ohio State University Denman Undergraduate Research Forum)
Academic Major: Dance
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