INSIGHT | Posted on Dec 22, 2016

DESIGN IS A MATTER NOW

Nowadays, brands speak visually and added by verbal elements. Symbols have become more iconic, and brand identities have become more fluid and adaptive than ever before. 



The 90% of the transmitted information in the human brain is visual. We can say that in our society we speak with images. Today, people prefer obtain information through the online system and primarily visual.

Everyday consumers are confronted with overloaded information. Most businesses are already using design to help consumers make sense of this chaotic landscape with intuitive interfaces, simplified messages and streamlined experiences. Design must be simple but also persuasive and amuse people.

 

“Times have changed and brand owners are taking design seriously – putting design at the centre of the brand”

-Bruce Duckworth-

According to Bruce Duckworth, the new D&AD president, design was a world of backrooms, basements and briefs on cigarette packets. But times have changed and brand owners are taking design seriously – putting design at the centre of the brand, and at the centre of their strategies for cultural engagement. Design has entered the boardroom.

Yesterday, design’s role was to ensure a consistent presentation of the brand, and now design’s role has changed. Digital revolution, dramatically expanding set of touchpoints, shorter attention spans and shrinking life cycles all lead to a heightened need to break through with increased vitality and dimension.

Design is like evolution in nature: it enables brands to change and survive. It celebrates the new and the unexpected. And it adapts to maintain relevance and vitality in a time where change is the only constant.