Interaction Design definition.

Mainly, Interaction Design concerns the designing of interactions between people and technology. Successful interactive projects have simple, clear, and focused goals. Also, they own a complex organization aimed at the development of intuitive interfaces.

The interaction between user and product often involves different elements such as aesthetics, gestures, perspectives, sounds, environment, and so on. Each of these elements can involve even more specialized fields.

CANNES FILM FESTIVAL ITALIAN PAVILION
Cannes Film Festival, Italian Pavilion_

The Interactive Brand marks a new era of corporate identity.
It’s built thanks to principles of involvement, playfulness, and new technologies.
This system deepens the relationship between brand and people.

Interaction Design and UX Design

A primary point in the study of Interaction Design is the design of the User Experience (UX), i.e. predicting how the user will behave in front of a screen, an installation, or any product provides interaction.

UX Design is the modeling of the user experience, and this implies a specific interaction between user and product. But there is much more: it means finding out who is the user, why and in what conditions he would use the product, perform tests on the user-journey, etc.

What is the Interactive Brand?

The Interactive Brand is a particular strategy to build the relationship between brand and people.
In depth, the designer sets the visual parameters up through which people can move and, unconsciously, modify the outcomes. How does it happen? Thanks to powerful algorithms able to foresee innumerable possibilities of interaction between brands and surrounding entities, therefore people but also environmental variations such as temperature changes and weather conditions (sun, rain, snow, lightning).
What happens to the brand? It takes shape. It changes based on the interaction.
People come into play after the rules have been written by the designer. Persons interact with the brand through a two-way dialogue: every action has some kind of answer.

What kind of professionals are involved?

Various professional roles are involved in the development of an interactive brand.

Strategists, who define overall and specific strategies close to the company. Designers, who set the visual rules up through shapes, fonts, and colors. Developers, who research and plan the best hardware/software infrastructure for the collection of variables, allowing the processing of external inputs.