Research Allows Designers to Create More Affective Designs
Designers can use direct and indirect feedback from their target demographic to cater their work and make it more effective. Design research is readily accessible. It should be used to understand the psychology of colors, the hierarchy of visual elements and how different demographics view design. Modern data analysis can help designers understand which audiences their content reached and if it achieved the desired outcome. For example, if a designer created an advertisement for a sale on an e-commerce website, analytics show how many people saw this, if it drove them to the site and whether or not they purchased a product. In addition, it is easier than ever to conduct studies to show where consumers look when they view advertisements and their corresponding reactions.
Great Design Makes Data Relatable
Modern technology has granted us access to an abundance of easily accessible data. But in an information age, few people want to sort through public records to interpret what thousands of cells in Excel actually mean. Therefore, valuable information often sits ignored. Design allows us to harness this information into a comprehensible format that can reach exponentially more people. This has the power to increase the amount of people who understand and challenge problems in society.
Collaboration Produces the Strongest Work
The depth and complexity of data analysis has increased greatly over the last ten years. Today, to truly understand data there needs to be a team of programmers, data scientists and designers who understand how to interpret data. However, designers and data scientists often resist working together because they are known for being so different. But it is essential that the two groups collaborate to produce the best work. Designers bring a valuable perspective to this process by making it relatable to someone who may not be well versed in the field and data scientists bring an important expertise to help understand the data. This collaboration allows the two groups to tell the story that the data could not do alone.
By Ansley Hamilton | Creative Content Producer | Twitter: ansley_hamilton