The English term "design" literally means "shaping" or "molding". However, design is more than just the exterior of a product or service - it is a crucial component that combines functionality, aesthetics and user-friendliness to create a holistic experience.
Design in marketing
The term "design" plays a particularly important role in the field of marketing. Companies are increasingly recognizing that products must not only impress through their functionality or high-quality workmanship, but also through their design. A well-designed product can create an emotional connection with the customer that goes beyond the purely practical. It attracts attention, remains in the memory and can even influence purchasing behavior. An appealing design signals quality and value, which strengthens customer confidence. Find out more about modern and intuitive user experiences in our article Top web design trends 2024: Modern and user-friendly.
It is not only physical products that are becoming increasingly design-oriented, but also services and digital offerings. The market for Graphic design, communication design (advertising design) and Corporate Design (visual brand identity) is growing steadily as companies recognize the importance of a clear and consistent visual identity. Thoughtful design can positively influence brand perception and help create a strong brand identity. Discover how a strong brand identity ensures long-term success in our article Building a strong brand identity: Your guide to success.
Explanation of terms
Graphic design: Graphic design refers to the graphic design of two-dimensional surfaces, both material and virtual. It encompasses the creative use of image, material, color and typography to design visual communication. Graphic design is used in print media, digital platforms, packaging, logos and much more. It contributes significantly to conveying information and creating an aesthetic appeal.
Communication design: Communication design goes beyond the purely visual and aims to convey communicative content effectively. It uses various media and techniques such as photography, typography, illustration, layout, text, animation, multimedia and web design to convey messages clearly and effectively. Communication design is crucial for developing advertising campaigns, shaping corporate identities and creating consistent brand identities. Discover how storytelling in brand communication creates a strong emotional connection in our article The power of storytelling in brand communication.
Corporate Design: Corporate design is the visual appearance of a company. It encompasses all formal design constants that give the company a uniform appearance both internally and externally. This includes the logo, the color palette, the typography, the layout of business papers and marketing materials as well as the design of the digital presence. A strong corporate design creates recognition and helps to strengthen brand identity by visually communicating a company's values and personality. Learn more about how a consistent corporate design is supported by graphic design & communication design in our article Strong corporate design: strengthening the brand through consistency.
The role of design in today's business world
In today's business world, design has become an integral part of any successful marketing strategy. Companies that invest in their design differentiate themselves not only through the aesthetics of their products or services, but also through their ability to create an emotional connection with their customers. Through the interplay of functionality and aesthetics, companies can differentiate their brand, build loyalty and secure long-term competitive advantage.