Design as a field is changing dramatically, with an increased emphasis on “strategy”. Professionals such as visual communication specialists, communication designers, information architects, and others are witnessing shifts in their roles. For instance, product designers and user experience designers are growing in significance. The integration of business objectives with creative solutions and a deep understanding of clients’ needs is now essential.
Communication designers need to craft narratives that click with the target audience, taking into account cultural, social, and psychological factors. Information architects organize data efficiently ensuring its accessibility, while digital designers create aesthetically pleasing, efficient, and intuitive interfaces.
Product designers and user experience designers now represent the industry focus on user-centered design. The role of design is getting redefined within societal and business contexts. Rather than just framing content, design now encompasses both framework and content, continually adding value.
The rise of strategy in design is not just a cosmetic change. The shift in perspective is transforming the very nature of design and its value interpretation.
Strategic transformations in the design industry
It has become a foundational component of product development, operational efficiency, and customer experience. Today’s designers are not just creators; they’re problem solvers bridging consumer needs and business goals.
Despite the rise of strategists, the design’s role is not diminished. Strategists may seem like ‘visionaries’ having comprehensive business knowledge and creative contribution in the design process, but designers possess distinct aesthetics skills, essential for functional form creation. The future of these roles is undefined, possibly paving the way for a hybrid strategist-designer role.
Design and strategy are interconnected elements of a symbiotic relationship. They carry equal weight in creating effective solutions. The mutual feedback loop between the two encourages continuous improvement and innovation. Strategy provides a roadmap, and design personifies the strategies, delivering tangible outcomes.
Digital strategist Sarah Hromack opines that a well-researched strategy adds value to the final design. It creates more impactful designs and connects better with the target audience.”
Jarrett Fuller, an author, editor, educator, and podcast host is also a designer who embarks knowledge in graphic and experience designs at North Carolina State University. He hosts ‘Scratching the Surface’, an insightful podcast showcasing his multi-dimensional expertise.
