Are we savvy marketers or are customers savvy on marketing?
I think we can all agree that the tides have turned and its hilarious watching strategic creative plans come together just to engineer an accident in the digital space.
Creating content to look unmarketing.
Send out an email with an “Ooops! I made a mistake message“ and you double your open rate. Are we that untrusting of marketing and communication teams?
Unfunnel just redesigned our website for the 3rd time in the past year.
Let me correct. We did not redesign because of design, but because of function.
With the first design, I spend hours in the CSS trying to make the fonts perfect, headers and images consistent and have a style guide for all assets.
With the second design, I spend more time fussing with the components and plugins to make sure I had the functionality I wanted. Then applied the styles.
The third time was – “screw the design, let’s get a framework that actually can help our business” and allow me to make updates efficiently.
- What’s next?
- No design?
- Design by committee?
- Are designers dead?
It is astonishing to think about where GUI design has gone, from complex animations and drop shadows to responsive and web based Google fonts.
There are now content management systems (CMSs) and WYSIWYGs (What you see is what you get) for everything from email to customizing my next pair of glasses online.
Design is not dead, it just moved to online content and offline where we are now watching some of the most creative commercials in history.
Clean is in. Simple shows clarity. Structure rules for device compatibility. We are now happy that we can just see the design on mobile – who cares if it actually looks naked and lacking any sort of memorable flair.
But don’t confuse my tone that I am mad about this. The countless hours of pixel pushing and rounds of design changes could all go away and I won’t cry.
If it works.
I would be a bit more skeptical if I didn’t have results showing that imperfections and inconsistencies actually increase conversion rates.
- Is it the authenticity?
- Could a broken link or a wonky style actually add value to a product?
- Can you achieve an authenticity that you can never get from an agency designing your site?
Yikes. I meant Yup.
We are entering a new generation of design where function beats out form and I’ll be happy to watch “clean” and “updatable” design emerge as the new standard.
If you have ever taken a graphic design course – the hardest designs are the modern and minimal so don’t underestimate the challenge it takes to design with nothing.