This all sounds fantastic, of course, but there has been some resistance from designers regarding how much detail they should be factoring in. They’re innovators after all, and being directed to work to a brief that puts metrics at the forefront – before anything else – can ultimately put a dampener on any kind of creativity.
However, these professionals should now be using the detail to their advantage. They can set themselves the challenge of producing work that delivers ROI – an extension of the original, creative brief.
Businesses are now required to innovate at an increasingly rapid rate, in order to keep customers online for longer, which increases the chances of them purchasing a company’s products and services. This is what a modern-day designer has to embrace, too.
It’s up to professionals to shift their mindsets towards the role that creative plays in not only a brand’s look, but also in how it generates strong RO! and applies information to benefit the end user in a digitally, data-driven world.
As innovators embrace the knowledge, measurability and overall challenge, organisations must invest in good design to set themselves apart from their competitors, and deliver relevant, engaging and killer creative.