News
[Brain Magazine Report] Sustainability x Artificial Intelligence, two major challenges in the growth of the design industry.
[Brain Magazine Report] (Text: Tzu-Yi Yang)
While the unblocking of the market has brought about a wave of growth, dramatic changes in the environment, policy and technology have become two of the main challenges for the design industry in this new phase. What are the trends to watch out for between this year and 2024?
Process has realized that "brand experience design" has become an irreplaceable part of the market. It is not simply visual design or advertising, but an all-around shaping of the entire brand, through in-depth brand strategy and customer understanding, to create an experience that meets or even exceeds the expectations of consumers, and then creates a deep and lasting brand impression.
The following is a reprint of an article from the August 2023 issue of Brain Magazine.
Sustainable Design Market Continues to Expand
As the threat of rapid climate change to the environment, human survival and national security becomes more and more urgent, important issues such as environmental protection and net-zero emissions have come to the forefront. Mr. Lili Zhang, Assistant Manager of Miraeke's Exhibition Design Marketing and Public Relations Department, said that many enterprises are gradually focusing on environmental protection in their booth design, which has become a new challenge for exhibition designers. How to apply carbon reduction of materials and active energy-saving design, etc., so that the "reduction" method can be integrated into the design to minimize the carbon emissions during the construction of exhibitions, and then supplemented by the "addition" method of renewable energy to neutralize them, in order to achieve the goal of net-zero emissions. In the past year, the market demand of 14% was increased compared to the previous year.
Changes in the environment directly triggered changes in the attitude of life, in color planning, but also prompted the use of innovative design, bold color, from the recent popularity of dopamine, Y2K style, etc., Mirek found that the clean space embellished with saturated, colorful colors have become the focus of the current situation layout, this trend for the life after the epidemic has given a new meaning and expectations.
Mr. Lo Tsz Yee, Director of UVision, pointed out that the percentage of increase in market demand depends on a number of factors, including region, industry and product category. With the active participation of governments and corporations in promoting sustainability, the public's awareness of sustainability issues will bring more market demand and opportunities to the design industry.
Ting-Yu Wang, Project Manager of CASE Digital Technology, mentioned that since ESG is regarded as an indicator for evaluating a company's operation, together with website design, clients will also put forward the demand for ESG-related content in anticipation of gaining more trust from investors. However, because of the impact of the epidemic has increased the financial burden of many enterprises, resulting in many enterprises to reduce the budget for the production of this part of the website investment, which in turn affects the operation of the web design company, it seems that the overall market demand is down about 8 to 10%.
EPILEDS YEH, former Creative Director of Pro Brand, believes that in today's era, "brand experience design and internalization" has become the core focus of development. Design is no longer just a visual expression, it is a language of communication, where we can explore important issues and generate substantial changes to create market demand.
For example, as the epidemic subsides and industries gradually recover, the world is facing the test of labor shortage, and all sectors are trying to attract or retain good talents, and the communication and internalization of a strong employer brand can play a key role. Society's expectations of CSR are no longer limited to making profits and supporting employees. In recent years, companies need to put more effective ESG practices into practice, and job seekers, the general public, and governmental agencies all have certain expectations of employer branding, and the influence that a company generates in society is attractive to talents, and all these elements will continue to intertwine and create a virtuous cycle.
Employer Branding with the Faith Housing Maker Recruitment Program
Process assisted Xinyi Housing to communicate with the slogan "Put you first, create the best." The character code of "people" was drawn out by the trajectory of the flight to realize the core value of Xinyi Housing, which is people-oriented; and the sci-fi sense of equipment was used to show the digital empowerment, together with the relationship between the uniforms and the people of Xinyi. The overall visualization conveys that the people of Xinyi are like a flock of geese flying in formation, working together as a team to move forward towards their goals.
Case reading: Sinyi Realty
Looking ahead to 2024, how can the design industry keep pace with the times?
As society moves into a state of unsealing and restoration of normalcy, Tsao said that corporate planning for 2024 will no longer be disturbed by the epidemic, and the passion of the past two years has returned to rationality, with design firms facing more rational clients and a more competitive market. How to learn quickly, remain flexible, and integrate external resources to provide clients with more appropriate solutions will definitely be the challenge for design practitioners and operators in the new year, and design teams with hybrid genes and integration capabilities will be more likely to gain opportunities under such a trend.
ProcessPro's overview of market demand reveals that "brand experience design" has become an irreplaceable link. It is not simply visual design or advertising, but an all-around shaping of the brand's whole picture. Through in-depth brand strategy and customer understanding, it creates an experience that meets or even exceeds consumers' expectations, and then creates a deep and lasting brand impression.
Under the trend of rapid changes in consumer behavior and demand, Miraeke Exhibition Design has found that the design service model has begun to change, gradually transforming from design engagement to strategy consulting. In addition to customer demand for quality design and service experience, awareness of brand intellectual property (IP) has gradually increased, further enhancing the industry's competitive advantage and innovation. Design is no longer just a one-off service, but extends to more diverse areas, enhancing the level and value of design.
With the increasing influence of design in different industries, designers are no longer just the last link in product development, but the guiding force behind the core strategy and management of an enterprise, developing and integrating strategy and management capabilities to bring competitive advantages and opportunities to the industry.
Ting-Yu Wang said, in terms of web design companies, the combination of two kinds of faster innovation in two categories, respectively, information technology and visual design. The rapid changes in technological knowledge, such as augmented reality, virtual reality, artificial intelligence and big data, which also brings new learning opportunities for engineers. For the design industry, UI/UX designers need to constantly learn new technologies and keep up with the latest design trends, and internalize what they have learned to apply it to different areas of web design.
The most important thing is to have a "normal mind". Every era has its own challenges to face, so it is enough to live in the present moment and do your best at every moment, so that the continuous accumulation of experience will become the nutrients for growth and progress. In addition, I have the opportunity to communicate with people from different fields to broaden my horizons, which will become my own blade to face the challenges in the future.
Research-based logo and mascot design
Brand design is no longer just a matter of visual design, but requires close collaboration with other professional fields such as marketing, data analysis, product development, etc. Learning and understanding these related fields will be a challenge. For example, Process Pro, for zingala, a subsidiary of China Leasing Holdings, used market research and data analysis to understand the preferences of the target customer group in the process of creating the logo and mascot, and then worked with the executive team to develop the logo and mascot quickly in the form of a co-creation workshop in order to satisfy the market needs of the customers.
Case reading:Zingala 銀角零卡
