Data-driven дизайн у сучасному міському брендингу

Abstract

The paper examines the application of Data-driven design in contemporary city branding. The need to move from static visual identity models toward adaptive systems capable of responding to changes in the urban environment, audience behavior, and information flows is substantiated. The main groups of data that can be used in the development of urban identity are identified, including demographic, spatial, behavioral, communication, cultural, and visual data. A generalized Data-driven design model is proposed, including data collection and analysis, identification of visual patterns, generation of design solutions, adaptation to dif erent communication media, and evaluation of communication ef ectiveness