
Strategic Design: 4 Things You Need to Know
When we start designing a project for a brand, whether it is a logo, a corporate identity or a new website, we must always think beyond the aesthetic aspect of our work. Of course, we all want our designs to be recognized for the beauty they represent, but we can not forget that we have been hired to solve a problem and not to create a work of art.
When we begin our design process, we must go a step back and define a strategy that allows us to clearly understand what our client needs and translate it into a visual and communicational language that connects with its audience and generates a sentimental bond with the brand. For this, we use strategic design, a planning process that links both the aesthetics of a design and a business strategy.
Here are some thoughts about strategic design that will allow you to understand its importance when starting a new graphic project:
1- Recognizes the objectives and needs of the business
Part of the strategic design process starts by understanding what the brand’s goals are. We analyze and understand the problems and threats that the company has and at the same time highlight their strengths and opportunities to find a creative graphic solution. Understanding the clients’ core needs can help build a design that represents the essence and personality of the brand.
2- Creates an emotional bond with the target audience
In addition to understanding the needs of the brand, we must know the target audience in depth. The more information we can collect from their needs and desires, the more we can understand their code language and build a design that is not only attractive and functional but also can generate an intangible connection with people by creating a story that generates an experience. This research begins with a joint effort between the client and us and is complemented by a series of studies and experiences that we collect to get a deeper understanding of the brand’s audience.
3- Makes a difference against the competition
This bullet point is closely linked to the first two. After analyzing the current situation of the company, its objectives and personality as a brand, and of course knowing its target audience closely by discovering its needs, one can build a brand with an important differential that separates from their competition.
Each brand has its own essence and it is our job as designers to discover and express it correctly through our designs. By using strategic design, we can get all the information needed to find what makes the business unique and enhance it to the maximum.
4- Saves time and money
Finally, using strategic design in our projects allows us to save time and money, both for the client and the design team. Why? Well, it’s very simple. Every time we design without understanding the business or the target audience, it is as if we were driving blindfolded. We are not clear which route we are taking and the slightest error can cause us an accident.
We take time in our projects by investigating the brand and its internal and external environment, its stalkholders, its competition, and its target audience, this is how we save time and money. That helps create a graphic solution that is tailor-made for the product or service that will not have to
