Misunderstandings between marketers and designers in modern enterprises are created in large part because of the reason, that the value of the design is in conflict with the values of marketing. These values are based on settings such as target market, customer needs, integrated marketing and profitability. On the other hand, some of the traditional values that are distinguished by designers are creative freedom, imagination, a willingness to enter into risk, innovation, etc. Reduction of misunderstanding contributes to, among other things, a better understanding of the concept of marketing, which is based on equal respect for design, customers and profits of company.
It’s not uncommon to feel like marketers and designers speak different languages. Marketers are focusing on the timeline, designers focusing on the creation process, and neither of them understanding where the other is coming from.
For example, less than 30% of marketers say designers are anticipating problems and following a transparent process. But at the same time, 39% of designers say it’s difficult to estimate the scope of projects in the first place.
What are the most common misunderstandings between marketers and designers? What can each do to address these misunderstandings? To help break down that communication barrier,check out the infographic below from Visually: