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Testing Design with Customer Encounters

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Tore Kristensen, Associate Professor of Product Development, Copenhagen Business School; Jonas Sverdrup-Jensen, Researcher, Center for Design and Business Development


Knowing that consumers are swayed by emotions, Tore Kristensen and Jonas Sverdrup-Jensen have initiated research on the empathic dimensions of graphic design. Thus far, their work shows that while design elements can elicit specific reactions—including gr




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