Why I Don't Design Without Strategy

Bibiana Obahor
June 29, 2023
Five years in design have taught me one thing: strategy is king. It's the difference between good and great, between fleeting and iconic. Marrying design with strategy isn't just smart—it's non-negotiable. Here's why...

1 Goal Definition

Designing without a strategy can easily veer off course, losing sight of the intended objectives. By beginning the design process with a clear strategy, you can precisely define your goals and ensure that your design work aligns with these objectives. This approach enables you to stay focused, guaranteeing that your designs drive the desired results.

2 Audience Understanding

Designs lacking a clear strategy often fail to resonate with the target audience. However, by initiating the design process with a well-defined strategy that incorporates thorough audience research, you can gain a profound understanding of your intended recipients and their preferences. Armed with this knowledge, you can craft designs that are highly effective and engaging, establishing a meaningful connection with your audience.

3 Consistency

Designing without a strategy can result in a disjointed collection of design elements that do not harmonise well together. Conversely, by formulating a clear strategy from the outset, you can establish a visual identity for your brand and ensure that all design work adheres to and reinforces that identity. This commitment to consistency allows you to forge a cohesive brand presence that is instantly recognisable and leaves a lasting impression.

4 Time and Cost Efficiency

Designing without a strategy often leads to a cycle of revisions and changes, squandering valuable time and financial resources. However, by embracing a clear strategy, you can streamline the design process, ensuring that your efforts are directly aligned with your goals and target audience. This approach ultimately saves you time and money in the long run, avoiding unnecessary back-and-forth iterations.

Designing without a clear strategy is an inherently risky approach that can result in ineffective and inconsistent design work. Conversely, starting with a well-defined strategy empowers you to align your design efforts with your goals, resonate with your audience, and establish a consistent brand identity. By recognising the importance of a clear strategy, you set yourself on a path towards successful design outcomes that make a significant impact on your branding and marketing endeavours.


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