It’s no secret that design and marketers go hand in hand.
Marketers understand that their business clients need a design agency to help with their campaign. However, it’s often the case that marketers see design in the wrong way. They see it as something they need to buy as quickly and as cheaply as possible.
The fact is, design is more of an investment than a quick fix. It’s something marketers need to purchase with the long-term future of their campaign in mind. As such, they need to take the time to find the best design agency for their project. And, they need to focus on getting the most out of it as possible. To do this, designers and marketers need to work better together. How is this possible? By following the tips below:
For two entities to work well together there needs to be an element of trust. Marketers have to trust the designers and vice versa. The only way they can build trust is if they sit down and discuss things with one another. When marketers are looking for a design agency, they need to hold meetings and discussions with them. This helps the two parties get together and talk about the aims and goals. A design agency can show marketers what they can bring to the table. Then, the marketers can decide whether or not they want to hire their services. By having a few meetings, the relationship grows and trust builds. Then, they’re ready to work with each other to good effect.
Think About Consumers
Although design and marketing are two different things, they both need to be consumer-minded. A design agency should look at the marketing teams target market. By doing this, they can decide what designs are best for the consumer. They’ll be thinking about how they can create a design that appeals to the target consumers. Both parties should put forward ideas and thoughts on the matter. This helps ensure that you get the best results possible.
Understand Each Other’s Strengths
When designers and marketers work together, they have to understand each other’s strengths. From a design standpoint, there are things marketers can do a lot better than them. They understand marketing statistics a lot more than designers do. On the other side, designers know what makes a good design and how to grab people’s attention. It’s important that each side acknowledges the differences between them. When they do this, it’s easier to work together successfully. They can focus on what they’re good at, and leave the other party to deal with their specialties too. It’s better than forcing a marketer to understand core design elements. Or, making a designer understand marketing stats.
There’s always been a bit of friction between design and marketing. Marketers are quick to talk about how tough it can be to work with a design agency. However, when both parties follow the tips above, they can work in tandem. A design agency can help a marketing team unlock their potential and produce a winning campaign.
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I’m the creative director at Toast, I look after our client’s design assets to ensure that everything we create for them looks how it should, works hard and is effective. I’m also involved in brand strategy and brand creation and I love getting involved with a brand as early as possible to bring those great ideas from the start. I encourage our designers to develop their skill sets and their craft, from idea generation to sketching before working on the mac.