June 26, 2017

Shifting the Role of Design

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The power of design today, design as a broader discipline, encompassing its many different types, such as graphic design, branding and identity, web design, but also user experience, is greater today than it has ever been. And it is time that businesses recognize its financial value.

Design is no longer only for the elite. Increasing number of people expect elegant, simple, clean and intuitive design. Design-oriented companies who care about their customers and their experience with their products such as Apple and Amazon, to name a few, have invested their resources to create user centered experiences and fulfill user expectations. As a result, they raised the bar of our design expectations, which led to higher profits.

The UK Government has even posted ‘design principles’ on their simple and easy to navigate website. The interconnectedness enabled by the explosion of internet changes the user expectations of the product design very quickly. People now can quickly differentiate bad website design from the good one, which creates a level of frustration and disappointment that no company needs to be successful. Design has finally been democratized. Good and innovative design makes us all feel good. Donald Norman, user experience guru, talks a lot about visceral design and why we want certain products.

Michael Eisner, Disney CEO, the author of this article quotes here: “A brand is like a living thing… the product of a thousand small gestures.” In regards to the internet, companies can be quickly undermined or praised by millions of users.

Businesses today, as a result of this shift in the design expectations, should invest into creating innovative and memorable experiences for the user even in the most common products to gain a competitive advantage.

Source: Forbes

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