Marketers and Designers are the same. This is what a lot of people think, however they are not. In the course of work, many marketers work directly with designers or work as a designer as well. We assume that they see the world and approach their work the same way. This, of course, is wrong.
Designers
Good designers are masters of what looks good, the key thing is what looks good might not perform good, and designers in nature might be very subjective as well.
Marketers
They are trained to focus on results. If something works, do more, if not, change. This applies to all activities we are involved in, Copy, Sales, Targeting, Design etc.
Who is right?
Both! They are right to some extent. No one will accept a design that does not meet the minimum standards that a brand sets for themselves. The problem is this, Marketers will favor the stronger performer, while the designer will try to convince the marketer that the poor design hurts the brand and a better design will do more.
The middle-ground...
Test multiple designs and find one that both sides can agree on. Let's face it, with no client, there won't be a need for both roles ya. The key thing is the campaign looks as good as possible and also perform as well as possible in the aspect the client that has an interest in.
The combination...
The reason why the combination of the both roles can be very good for your campaign is that if we have someone in a way that can help with an artwork that can be firstly work in a way the market can accept and yet design can also be presentable. To be proficient in both is challenging for both the designers' soul and marketers' heart.
- Jason Tan
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