Companies are now collecting more data than ever before – and they’re encouraged to do so.
Data enables us to manage performances and behaviour, which in-turn allows us to make informed future decisions.
This is also the case when it comes to design, but it seems that data is now being prioritised over creative visual choices too often.
In our blog, we explain what data-driven design is and why this shouldn’t restrict your creativity.
What is data-driven design?
Simply put, data-driven design means making design decisions based on data you collect about how users interact with your product. Crafting your products or services in a way that caters to your audience’s preferences is ultimately what leads to success in terms of engagement.
Data-driven design looks at your business objectives and helps to achieve your goals through design-led work. Many businesses abide by data analytics to ensure success on their product. Despite evaluating data for these purposes, it also influences the design pathway.
Data shouldn’t limit your creativity
Ultimately, creativity is what makes a brand and business unique and this shouldn’t feel limited.
At Rawww, we believe insight is very valuable. Data is there to steer you in the right direction as to what is right for your target audience. However, it should not get in the way of your natural creative instincts.
It’s these creative instincts that make a brand what it is. Equally, the audience also makes a brand what it is. Therefore, abiding by their preferences to ensure posts get enough engagement is key to keeping them committed to your brand. But how do you find the right balance?
When the data-driven design is proving to be successful, it makes it more difficult to experiment with creativity in fear of it falling short on numbers. However, as important as data-driven design is, it shouldn’t overtake creativity.
Valuing data over design instincts prioritises metrics over users. As a result, this can create generic looking brands and websites. As crucial as data is in determining the success or failure of a business, limited creative flair can still impact the level of success.
The fact is, to make the data useful, you still need creativity.
Ensure your brand stands out
To stand out above competitors, there is still a need to be different.
Having some flexibility with design is key to sticking to your brand identity.
When you know your target audience, it’s much simpler to implement design. Although data is a strong tool for backing up this knowledge, there should still be some flexibility in design to ensure it’s in line with your brand identity.
Knowing what works for your business should aid your design process, as opposed to restricting it. To refrain from having your products or services looking generic, it’s important to utilise the data to mould your products in a way that competitors won’t think to do.
Data analytics VS creative design?
Data can be incredibly powerful for a business, but it’s vital to balance the data with creativity. Being bold enough to trust your creative instincts will give you the best chance of succeeding in performance.