does marketing need design?
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- _salisae_
Design Needs Marketing, But Does Marketing NEED Design?
-excerpt-
"...from the standpoint of marketing, graphic design (print design, web design, logo design, package design, etc.) is rapidly losing, and to a large extent has already lost, it's relevance and value. In it's place, we have the 3 Ps: Platform, Personality, and Presence. The ability to appear almost anywhere at anytime and engage people in a memorable and practical way steadily increases as the ability to project a visual identity into or onto the world dramatically recedes.
Designers need marketers because, at the end of the day, most of the work done by the former is done at the behest of the latter. The question is, given the proliferation of communication options (and I'm not just talking about channels) and the evolution of participative consumer behavior, do marketers really need designers?"
- uberdesigner0
Yes. Otherwise all we'd have is power point presentations.
- zarkonite0
like that even makes any sense... I'd like to see him make an ad without a designer.
A visual identity without any design, challenge of the week!
- Amicus0
The guy is a twat with no idea about what design actually is.
He's a sensationalist with no ideas... just regurgitating the old "print is dead" slogan using a thesaurus.
- Scotch_Roman0
Mewonders how the hell marketing folks will create a personality and presence without design. Is it all just going to be recordings of Morgan Freeman hawking wares through the interwebs, phones and thin air?
- jgrillo0
"The ability to appear almost anywhere at anytime and engage people in a memorable and practical way"
I don't really get his point here. Maybe he just doesn't understand the roll that good design can play?? I think shallow commercial design thats nothing more than decoration is going to die, and that designers need to think up new ways for brands and materials to interact with the public, but these are still basic design principals. Design is about problem solving, sounds more like he is saying the problems we are facing are changing and we need new design solutions to cope.
NOTHING NEW
- harlequino0
Why single out design, and not creative services in general? Strikes me as a rather idiotic question to begin with. I'd argue that in the long view of things, with regard to marketing/advertising anyway, design is no more or less important than good copywriting or creative strategy development. Each component of a campaign or product launch supports one another for the end goal.
- harlequino0
and btw, marketers will cut or eliminate any cost they possibly can if there is any indication in the "popular" conciousness that a particular service is not needed. "Hot damn, Twitter? Kill all the new projects requiring extensive creative."
- ukit0
His argument boils down to:
1) Gee, there are a lot of Facebook themes
2) I read an article
3) DESIGN IS DEAD
- lowimpakt0
fuck marketing.
- blaw0
Marketing researches and advises towards desired outcomes. Design is the tool to reaching said outcomes, no?
Otherwise, they are selling nothing, which works once (depending upon your salesmanship), but there's never a repeat buyer.
- formed0
It's like having a car that has amazing performance, but looks dog ugly. In the end, a few will pay attention, but most will not care.
Probably a bad analogy, now that I think of it. Marketing needs design to perform. Design can be great without marketing, but that's what we call 'art', as in no one is paying for it (not for a service, anyway).
I think I could write a convincing paper on how marketing is useless without design.
- design isn't just involved with the looks, my firendcannonball
- Hence the "probably a bad analogy" partformed
- i see. well then you were correct in saying so.cannonball
- cannonball0
I think I could write a convincing paper on how marketing is useless.
- flashbender0
doesn't the result of Tropicana's horrendous rebrand prove how design influences marketing and consumer action?
Obviously in that example it has a negative impact, but clearly demonstrates that it does have an impact
- Yeah, it shows that an overarching design philosophy that ignores consumers is a sure way to kill a brand.Amicus
- cant really say anything until we know how it was conceived.cannonball
- Mau0
design is merely luxus.
- proof you are wrong - http://www.luxus.lu/…Amicus
- Luxus: http://www.barrelboo…version3
- vaxorcist0
Alot of students in design schools everywhere are being taught about design as if marketing didn't exist. They go on and on about the .005% of the design industry that does things like the Berlin Transit System Posters, or various pipe dreams. The Faculty does pro-bono work for nonprofits that could actually pay, but by doing probono work, the faculty gets to try out their theories without having to actually market... or at least market anything but their own careers..
the idea bout design and marketing is the logical conclusion of that mindset....
- MrOneHundred0
I for one would like to beat him senseless.
- * fills pillow case with door knobsMrOneHundred
- *tape hands, wrap them, put on boxing glows* there u go! now, do a knock out...akrokdesign
- plus use the knees. and elbows. nice. :-Dakrokdesign
- Done and done!MrOneHundred
- :-D grrrrrreat.akrokdesign
- and then strip his computer of any fonts other than Comic Sans Bold Italicvaxorcist
- hahaakrokdesign
- akrokdesign0
what are you going to market:ing...if there was no design. every thing is design, more or less. (good or bad).
- _salisae_0
This is a good counter-article.
http://www.landor.com/index.cfm?…
excerpts:
"What happens in technology companies when visual design—and the deeply creative thinking it embodies—gets a seat at the big table with engineering? What happens when visual design is integrated into the product development process from day one? I don't know for sure, but I think you end up with something like Apple's iPhone."
"Customers know ugly when they see it. And it's not really a trigger for driving purchases, or a recipe for premium pricing. Did you notice, by the way, that Google, Facebook, and Twitter also have something else in common? They're all (currently) free."