What next?
Viewpoint, Grafik, April 2014

The design industry has changed radically in the past twenty-five years. Grafik asked six top figures, including Studio Output’s Rob Coke, to predict the future for the creative landscape.

We’re entering a new era for brands, and designers must be flexible enough to support them. Brand loyalty as blind devotion continues to decline, and the role of advertising will become more targeted, transactional and offer-led. Brands that work hard to capture the imagination will thrive.

Genuine fans are persuasive allies for brands, and two-way conversation can be more powerful than docile loyalty. Designing for this new world means providing flexible sets of tools, assets and filters. We’ll need to achieve maximum recognition from the fewest components, to bridge content generated by the brand and the users themselves.

This article originally appeared
on Grafik’s website: