Design

The Digital Outlook: What’s hot for marketers in 2019?

Introduction Welcome to the first Digital Outlook report published by Econsultancy. This hype-free report draws on expert opinion in industry, as well as our research, to pick out topics that marketers may not have engaged with in 2018, but perhaps should do in 2019. The topics discussed are mostly tactical, highlighting emerging technology and processes […]

The human revolution: Why brands need to design for humans in a digital world

Many of our books, films and TV series set in the future imagine a world in which robots are taking over.

This pop-culture approach to artificial intelligence is mirrored in our widespread fears of AI “taking over our jobs” and making humans obsolete.

But I’m here to tell you that the opposite is happening. It’s not the robots who are taking over, it’s the humans – and we need to adapt our design thinking to this reality.

How brands use colour psychology to reinforce their identities

A brand’s choice of colour is a fundamental element that reinforces both its personality and the qualities of the products and/or services it offers.

Some brands are so iconic that it is possible to identify them from just a single pantone colour without an accompanying logo. Others, including Cadbury, Barbie and UPS, have even gone so far as to trademark their defining shades. So why do brands place such importance on colour and what impact does it have on the way consumers perceive them?