The difference is in the detail: Its potential as a place branding tool and impact upon perceptions and responses

Author： Vitiello Rosanna Willcocks Marcus

ISSN： 1744-070X

Source： Place Branding, Vol.2, Iss.3, 2006-07, pp. : 248-262

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Abstract

This paper makes a case for the forgotten potential of detail in creating a sense of place, calling for a review of the design and treatment of detailing in public spaces and its role in urban environments.The study introduces the importance of detail in forming perceptions, and subsequently its effect on behaviour in public spaces and urban environs. Arguing that the combination of details has the potential to create or destroy a sense of ownership and territory, the paper questions how they could be better used to build civic pride among residents and visitors. It also considers how those who create and manage public realm environments could learn from attitudes to detail commonly seen in other areas of design practice, such as product, interior and communication design. It looks to approaches that underpin corporate brands, and proposes that a similarly focused attention to detail could help better define the unique character of a city or place. It also acknowledges the charm of 'random' details, and highlights that a balance must be sought between unplanned and controlled detail.