Nation Branding by Design
Editor: Amaresh Chakrabarti, Toshiharu Taura and Yukari Nagai
Author: Shamaeizadeh1, M.; Jun1, C.
Institution: 1Industrial design department, Academy of art and design, Tsinghua University, Beijing,China
Section: Brief Podium Papers
Nation branding has been the topic of many researches and studies in different disciplines, such as diplomacy, economy, and marketing, during last twenty years. But there are a few studies about this topic from design perspective. This paper will therefore approach the nation branding topic from design point of view. Design used to be employed in commercial and business context as a problem solver and communicator between producers and users. The domain of design has expanded from a creator of forms and functions, to a strategic decision maker during recent years. But this is not the case in diplomacy context. Recent changes and new approaches in diplomacy, specially public diplomacy has opened it to public much more than before and needs new actors. But designers still are not into it and design is still immature and has not developed enough in this field. This paper tries to figure out a development path of design in business context, and accordingly suggest the future path of design domain in public diplomacy and nation branding. Finally it suggests a thorough involvement of design thinking in whole process of nation branding.