CultureInsight

4 talent trends shaping the digital design workplace in 2017

With digital design everywhere, clients are now looking for more from designers and branding agencies.

In 2017, the reality is that designers who combine digital graphics, interaction and motion skills will find it easier to land the job of their dreams than those with more traditional visual demand talent across packaging and print.

So why is this?

In 2017, the reality is that designers who combine digital graphics, interaction and motion skills will find it easier to land the job of their dreams than those with more traditional visual demand talent across packaging and print.

So why is this?

Digital transformation is everywhere and is impacting every business. This requires designers to create multiplatform experiences that are seamlessly integrated across both traditional media (TV, radio, print) and across apps, websites, social media, outdoor, events – essentially at every point of a consumer’s life.

Because of this trend, clients are looking for more from design and branding agencies than just graphic design: as well as solid typography skills, designers need to get closer to the product and customer experience.

Branding agencies are under pressure to adapt quickly to clients who are demanding complex digital solutions to deliver experiences for sophisticated consumers whose expectations are both high and fast-changing. 

What this means for candidates is that traditional visual and graphic design techniques built around communicating a message are being replaced by skills that shape how consumers will use a product.  

The skills designers now need cross research, prototyping, cognitive psychology, ethnography, screen and communication design, motion graphics, UX methodologies and sometimes even coding. We are seeing a focus on candidates who have interaction or motion design skills and who combine experience in both front and back-end design. 

What do these skills involve?

Interaction design involves designing interactive digital products, environments systems and services while motion design uses graphic design principles in filmmaking and video production. 

Motion design, particularly animation, is becoming a major part of how brands tell their story online. AirBnB’s Wall and Chain (below) is often cited as an excellent example of this. Visual storytelling is a good way of amplifying a story and helping consumers to retain information about a brand. It’s also great for sharing on social media.

Both interactive and motion design help to manage the consumer journey across different channels, to ensure a seamless brand experience. In practice this allows consumers to switch from looking at a product online, to searching and buying it in store as one continuous experience that is completely consistent with the brand. 

2017 will see an ongoing need for digital skills sets within traditional branding and design agencies which means there will be a corresponding pressure on candidates to have a wider range of skills. 

As this happens, traditional branding and design agencies will restructure to accommodate new talent and expertise. 

So, what other recruitment trends do designers need to be aware of in 2017?

To find out check out my piece on Creative Bloq here

Doug Fitzgerald
I am Bamboo Crowd's specialist Consultant in Product Design, Motion Graphics, and UI & Interaction Design. I work with interesting and exciting businesses to help them to find the right people. Ask me about ollies, kickflips, and #DADLIFE.