Development always begins with analysis. This involves thinking outside the box. It’s about the holistic perspective: By which zeitgeist was the target group influenced most? What brand and material patterns does the target group surround itself with? Which colors or shapes appeal to the target group? The analytical questionnaire is always adapted to research the diverse individual brand challenges. Parameters are prioritized and bundled in such a way that a clear goal is described. So after answering the goal-oriented, analytical questions about target group perception, it’s time for implementation.
Strategic design is interdisciplinary. Different trades work together in development, depending on the needs and objectives: Graphic Design, Product Design, UI/UX Design, Photo Design, Packaging Design, Architecture, etc….
So, the result is not based on assumptions, rule-of-thumb-algorithms or the personal preferences of a designer. The most important principle in strategic design is: never design for yourself, design for the target audience.
Failure in the success of design developments often comes from dominantly exercised personal preferences that distort the output. The resulting design might even communicate, but in a language that the target audience does not understand.