DESIGNOLOGY. A Designer is a Scientist who creates an Emotional Connection between a Brand and its Audiences

Design is an essential element of business. It maximises the work of internal and external experts. It brings focus to foresight, ideas to innovation and expression to marketing. In short, it helps companies grow and prosper. Yet many businesses ignore the potential of design. They fail to make full use of the competences and skills designers have to offer. One reason for this is that there is no established academic science of design. This book takes steps to fi ll that gap by offering its own design science - a science called Designology. Designology should embrace a wide range of disciplines, from neuroscience, psychology and sociology to anthropology, ethnology and behavioural science. This book, however, decides to focus on just two of these disciplines - neuroscience and psychology - to demonstrate that design is a science rather than an art, and that designers equipped with the knowledge they offer can provide a credible, expert and, above all, effective contribution to any business. Designology the science of connecting a brand to ist audience.

Yasushi Kusume completed a Bachelor of Fine Art, Craft & Product Design at Musashino Art University, Tokyo, Japan, in 1985, and a Bachelor of Science with honor in product design at the Art Centre College of Design Pasadena, California, USA, in 1989. He was Vice President of Brand Design and Creative Direction for Philips Design at Royal Philips Electronics. Among his responsibilities were the direction and leadership of Philips's brand design and creative direction management. He was then Vice President of Brand Design Identity & Experience and Competence Development for Electrolux Group Design at AB Electrolux, where he was responsible for the on-going orchestration and creation of a design identity for the Electrolux brands. He is currently Innovation and Creative Manager at IKEA, creating new company innovations and developing new business opportunities for the future. He is co-author of Brand Romance (Palgrave Macmillan, 2013) and of the article Empowering Creativity, published in Sustainability Challenges and Solutions at the base of the Pyramid (Greenleaf Publishing, 2008).