Never underestimate the talents of an experienced designer

Too often, design is seen as the decorative part of branding, when in reality it is intrinsic to every successful product.

A key stage of the design process is locating a consumer need and then analysing what kind of product or service will not just meet this need, but supersede expectations.

It is important never to make assumptions. Douglas Adams wrote in his novel Mostly Harmless: “A common mistake that people make when trying to design something completely foolproof is to underestimate the ingenuity of complete fools.”

Brand owners must also avoid underestimating the talents of designers. As Bell’ s Ian Allison says, designers are frequently treated as suppliers, rather than collaborators.

Also in this supplement, design experts tackle other key issues in design today, including the impact of ethical consumerism, how to integrate creativity with effectiveness, and using packaging to win the supermarket war.

As described in the article about creating emotive work, eliciting a response is vital, because as all artists, composers and directors appreciate, connecting with emotions is fundamental to any great work.

We hope the following essays succeed in being engaging as well as enlightening, and ultimately help to inform your future design strategies.

Daney Parker

Special reports editor, Marketing Week

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here