Last year I wrote an article titled The Death of Graphic Design. I still stand by what I wrote, that traditional graphic design is not as vital as it once was. Recently, however, I’ve had an opportunity to gain more knowledge and insight into the area of digital marketing. This experience has provided me with a more precise prediction of the future and evolution of graphic design.
A notable challenge of being a creative professional in the business world has always been proving the value of good design. However, as industries continue to utilize advanced digital marketing strategies, I believe the need for good design starts to become more evident once you step back and see the big picture.
The most apparent benefit in the adoption of digital marketing is the use of data analytics to develop predictive and prescriptive marketing solutions. The value of this approach for an organization is obvious in its capability to build detailed customer profiles and harness a superior targeted reach to consumers. However, another primary feature of this technology is the ability to produce a friction-free experience during the customer journey. This particular aim of guiding and informing consumers from one stage to another is where I believe design will become a critical component for organizations.
Design Adds Real Value
If we call attention to the fact that delivering a seamless and branded user experience at every touch-point and engagement creates value, we can easily justify the importance of good design from a business perspective. This reality is why UX and UI design have become so necessary as society interacts more digitally. The thank-you email a customer receives is as important as the button used to buy the product, as well as the brand perception along that route. It’s all part of a larger narrative that must be recognized by designers and those who use their skills and services.
By establishing that good design is related to the bottom line, it will become a critical and indispensable component of any business strategy. And when used in conjunction with digital marketing tactics, design maximizes the capability to reach many business objectives successfully.
#creativity #graphic-design #ux #marketing #visual-design
