This handbook provides insights and practical advice on the business side of graphic design, covering topics such as client relationships, project management, and financial aspects of running a design business. It is aimed at helping graphic designers navigate the professional and commercial aspects of their field.
Jean-Pierre Lacroix's "Desire by Design" explores how brands create desire, not just want, in consumers. It delves into the irrational elements of consumer behavior, drawing on neuroscience, cult fanaticism, and behavioral psychology. The book provides practical tools and worksheets to help marketers tap into the emotional drivers of brand loyalty. Lacroix uses his three decades of experience to offer historical context, scientific insights, and actionable advice. Ultimately, the book guides brands toward fostering genuine consumer desire, moving beyond mere product features.
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Desire by Design: What Data-Driven Marketers Should Know About Driving Desire for Their Brands by Jean-Pierre LaCroix
Amazon.com
Conventional thinking has brands trying to give customers what they want. But what if wanting is no longer enough? A customer may want a great mobile phone, for example, and there are many options. But a huge majority will choose the now iconic iPhone, even waiting long hours in lines to purchase the latest model. This is not simply about wanting. Its about desire. The question for brand marketers is how to make that elusive magic happen. In Desire by Design, Jean-Pierre Lacroix unravels the irrational element of desire and explains how brands, designers, and marketers can tap into the emotional high that elicits such passion for certain brands. Jean-Pierre shapes high-level ideas and insights from neuroscience, cult fanaticism, and behavioral psychology into practical worksheets that explain the how-to in creating desire for a brand. Using design philosophies he has developed through his thirty years of experience, Jean-Pierre offers interesting history, insights from scientific research, and actionable advice to lead brands from a want category to the much-coveted desire space in the marketplace.
About the author
Innovator, designer, strategist, futurist, transformer of brands for growth, Jean-Pierre Lacroix is President of Shikatani Lacroix Design (SLD). Jean-Pierre Lacroix is strongly committed to design innovation. JP as his clients call him was the first to coin the term Blink Factor more than thirty years ago about how brands needed to connect emotionally in the blink of an eye. He pioneered also the use of neuroscience and Virtual Reality to gain insights about branded invironments and was one of the first individuals to use in-store digital signing and gester motion UX to engage with consumers.
In addition to pioneering the successful firm, Jean-Pierre is also Past President of The Association of Registered Graphic Designers of Ontario, Past President of DIAC (Design Industry Advisory Committee), board member of SEGD (Society of Environmental Graphic Designers), as well as former Director of the Packaging Association of Canada.
An accomplished dynamic speaker, he has lectured at numerous conferences across Canada, the US, Asia and South America on the subjects of branding and design trends. His presentations have always received high appraisals for content, energy, and take-away actionable information. Mr. Lacroix also co-authored a best selling book, which was launched in January 2002, titled The Business of Graphic Design: A Professional’s Handbook. Most recently he has released his third book “Desire by Design” culminating more than 35 years of helping Fortune 500 brands remain relevant.
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