We exist in a design-driven culture. It’s a catchphrase that exists much like innovation culture. Both exist in delivering the elements that have become prerequisites in doing business today. It’s not only the aspects (logo, letterhead, website) of a brand that are masterfully crafted – the entire experience is designed from content to packaging, ideally creating a consistent and impactful product from A to Z.
A design-driven approach to branding and user experience can create lasting and positive impact, even making or breaking a conversion strategy. Through powerful and targeted design, a message can deliver more meaning to the audience, turning the users into brand advocates and ultimately rewarding the brand with longevity and the holy grail of a thriving business: the reference.
ArtVersion founder and creative director Goran Paun recently discussed a design-driven strategy with regard to branding that encompasses a total approach to a designed experience:
“The whole idea behind this is to engage the target audience through design, presentation, and message that is relevant and emotionally appealing to them.”
Design-driven companies accomplish this comprehensive creative approach by ensuring all levels of development come from a consistent and aesthetically-minded focus with emphasis placed on a user-centric language.
Designing for The Team
The aesthetic values of a design-driven brand should extend to the company walls. Many prospective employees are drawn to a company because design aspects are brought into the environments they work in. Many times it is those ‘perks’ that will encourage a prospective or existing team member to engage in company culture and drive the initiatives.
From health care to finance to tech, it’s clear that the culture of continual design innovation is expected, and along with the investment there is, indeed, a payoff.
Ensuring that an organization can stay ahead of the game with the up-to-the-minute, outstanding brand and user experiences will be critical to drawing the right consumers, keeping and retaining employees and ultimately – thriving in the marketplace.