Matjaž Tomažič

Imagine a completely everyday situation. You step into an elevator; in front of you is a panel with the floor numbers. Do you know how to use it? Of course you do. And that is exactly why today I am writing an ode to the elevator—the simplest user interface. The elevator’s user interface, if we can even call those few numbers that, offers the highest possible degree of intuitiveness—a quality for which prior learning is hardly necessary.

A brand is the heart of a company's communications, and that communication will be significantly more effective if we build a personality for the brand that customers and other stakeholders will recognize at every touchpoint. I prepared a talk on this in June of this year for representatives of companies participating in the Competence Center for Design Management 4.0 (KCDM 4.0).