Strategy

How Data Guides Design

By
The Desiree Team
June 5, 2023
Have you ever heard the saying, "Data asks the right questions, design answers"? It's an interesting concept that all brand strategists and designers live and die by. Essentially, it suggests that data can provide insights and direction, but it is design that provides the solution.

Have you ever heard the saying, "Data asks the right questions, design answers"? It's an interesting concept that all brand strategists and designers live and die by. Essentially, data can provide the insight and direction we need, but it is design that provides the solution, and we see that everyday in the World around us.

Data vs Design

Data is a powerful tool that can help us identify patterns, trends, and correlations. By analysing data, we can gain insights into how things work, what works well, and what needs improvement. However, data alone is not enough to solve problems. ย Data is used to guide our thinking, to ask the right questions, and to identify the best possible course of action.

Design, on the other hand, is the process of creating solutions to problems. It involves collecting the insight and direction provided by data and research and turning them into tangible solutions that address specific needs or challenges. Design encompasses a wide range of disciplines, from graphic design and product design to service and user experience.

Data-led design

Problem-solving is a critical part of brand design because the ultimate goal of brand design is to create a brand identity and image that effectively communicate the values, personality, and benefits of a product or service to its target audience. This requires a deep understanding of the market, the target audience, and the competitive landscape, as well as the ability to identify and solve challenges and pain points.

Effective brand design requires a strategic approach to problem-solving that involves analysing data, conducting research, and developing creative solutions that address the unique needs and challenges of a specific brand. For instance, it might involve developing a brand identity that resonates with the target audience, creating a logo and visual identity that are memorable and recognisable, designing packaging that is functional and visually appealing, or developing a brand voice and messaging that effectively communicate the brand's values and personality.

But here's the thing: problem-solving is not a one-and-done deal. It is an ongoing process. As brands evolve and the market changes, designers must continue to adapt and find new solutions to meet the evolving needs of the brand and its target audience. This requires a creative and analytical mindset as well as the ability to stay up-to-date with the latest trends and best practises in branding and design.

Data and design are both critical components of problem-solving, and each plays a different role. Data helps us ask the right questions and identify opportunities, while design provides the answers in the form of solutions that address specific needs and challenges. For brand design, problem-solving is essential for creating effective and memorable brands that resonate with their target audience and stand out in a crowded market.

As a brand owner, what does this mean for me?

If you're ready to invest in branding, leave the analytical thinking and creative process to us, the professionals. However, here are 10 branding statistics that all brand owners should be aware of:

  1. 75% of consumers purchase a product based on a brand's reputation. (Deloitte)
  2. 59% of shoppers prefer to buy products from brands they know. (Nielsen)
  3. Consistent brand presentation across all platforms increases revenue by up to 23%. (Lucidpress)
  4. 94% of customers are likely to be loyal to a brand that offers complete transparency. (Label Insight)
  5. Brands with strong visual identities are likely to see a revenue increase of up to 23%. (Lucidpress)
  6. 73% of consumers say that customer experience is an important factor in their purchasing decisions. (PwC)
  7. 71% of consumers prefer to buy from brands that share their values. (Edelman)
  8. Colour can increase brand recognition by up to 80%. (University of Loyola)
  9. 90% of consumers expect brands to provide a seamless experience across all channels and devices. (CMO Council)
  10. Video content is 50 times more likely to drive organic search results compared to plain text. (Omnicore)

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A branding stat a day keeps your brand from going astray. These statistics can help you make informed decisions about your branding strategy and visuals, emphasising the importance of consistent presentation, customer experience, transparency, and alignment with consumer values.

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