Visual Design: Data-Driven Tactic or Qualitative Strategic Asset?

Visual design is becoming increasingly important for companies, as it is often the message. However, there is a gap between the perceived importance of visual design and the focus it receives from chief executives, as it is seen as a tactic rather than a business strategy. This is the focus of Widen's third annual Connectivity Report. It found that brands differentiate between the concepts of "quality" design and "successful" design, and that numbers don't capture the value of quality design.

The report found that marketers feel the pressure to efficiently connect communications, experiences, and audiences in ways that generate revenue. 91% of respondents said they invest in quality graphic design and 98% said it enables stronger relationships with their audience. However, just 8% of respondents said visual design lives at the C-level, so it is seen as a tactical issue rather than a strategic one.

The report highlighted that visual design needs the human touch to create awe and delight people. Brands need to find a balance between qualitative and quantitative signals to convince chief executives that design is not just a source of content but a matter of long-term business strategy. This will help ensure visual design has a place in marketing, as it is both important and capable of enhancing relationships.