How do you measure the impact of design and creativity; should you measure it at all?
This is a tricky question, but when it comes to digital- performance marketing, it should be an easy one to answer. We do not like to measure the results of our creative work. However, there is nothing wrong with that.
When we measure results, we merely try to find confirmation and affirmation for our work. Do you want to know whether or not your creative thoughts hit home with others? Let the numbers guide you.
Admit your work is imperfect
The problem with creative work, is that it requires us to think outside the box, challenge the status quo and „admit“ that something is not perfect. But there is nothing wrong with imperfection.
As a matter of fact, it is unnatural to assume that anything or a state in which something is, can be perfect. We are in constant movement, technology evolves and our preferences change over time.
So does our perception of what is aesthetic and what is not. At times, we perceive darker colors to be perfectly suited to the times, whereas a mere couple of months later, lighter colors are „in“. Design trends occur regularly. We change our opinion and our view on what we perceive to be beautiful constantly.
Frameworks help design thinking
It is not only about the colors and textures we use, but also about the frameworks in which we think. Material design might have been in, but it has lost traction in recent years. We do not view this way of product design to be the most modern.
Our views change, design and our approach to design should too. We are in constant motion – and a systematic approach to change, can start with a systematic approach to design thinking.