The evidence is everywhere. We are entering a new era in design.
Today—more than at any other point in human history—more thought goes into the construction of things around us. That’s a development that has implications for everyone in the business of marketing to other people. In other words, everyone.
Today, design is about more than creating objects of beauty. It’s about creating ideas that are memorable, or an approach that strikes an emotional chord with people. It’s also about having better tools to understand and filter a world that’s cluttered with messages. Just as important, it’s about finding the right methods to execute those great ideas, approaches and tools.
You see it in consumer products that have a fit and finish once reserved for high-end scientific equipment. You see it in the way that some businesses set an example for others in the market by saying that consumer experience matters to them ahead of just selling more stuff.
You see it in self-published ebooks: an industry that once required a publishing firm just to get your foot in the door. You see it in the array of consumer apps developed for mobile users. You also see it in consumer signage that you see every day. Whereas we used to see material printed on paper and updated on a fairly slow cycle, today a lot of signage is being switched to LED and LCD monitors—products that cost a fraction of what they used to and that can be updated and tweaked regularly without incurring many of the expenses that saddled conventional marketing.
Design today is the sum of a million little things that, when added together, become something that connects with people on a deep, meaningful level. That doesn’t just mean that you need great visuals and colours that match. It means that visual elements and the written word have to bond closer than ever before so that audiences connect, understand and respond.
As a result, professionals who are skilled in design, strategy and content matter a lot. They can help you make better choices on developing your products, services and ideas so that messages are clear and purposeful. Just as important, they can show you through field-tested experience the right approaches to presenting those products, services or ideas.
They are brokers in good taste: and that’s something every business can benefit from having more of.