Technology has driven past creative milestones. When the printing press was invented in the 1400s, it allowed scalable communication of stories in the 1960s. This is when the musicians were allowed by technology to make new sounds that cannot be produced by artists that play live music. With the help of technology, ideas are transformed into art. For 2017, here are some of the trends to anticipate in creative arts and design:
- The medium of marketing drives the overall experience, though the reason has not changed. The path to creativity has always been downward. First is a huge creative strategy, which is interpreted in several formats, and then deprived of imagination. Many avenues have been opened by technology. According to the Chief Creative Officer of Chobani, Leland Maschmeyer, brand performance is the one that stimulates passion. It is all about building the total brand experience. This calls for a brand-new approach to the usual creative process. It requires creative strategies based on experience so that individual media channels can be optimized.
- The human body will be the greatest interface for users. A consumer’s great experience is based on the interfaces used in an app or a web design. Technology will eventually disappear. What is left is the human body. That is why it will transform into the greatest interface.
- Data is transformed into art. People express themselves through technology. If you have the creative brilliance, you can can make the brand unique and special.
- Diversity’s function is authenticity. To attain authentic communications between consumers and brands, diversity should be present. Authenticity is the ultimate responsibility in creative design and marketing. Authentic marketing needs to pass through the gates of diversity. Technology is then leveraged to express and create true human moments.
- Trust should be the moving force in every marketer’s move. Technology’s algorithms cannot replace human insight, wisdom, and intelligence. Trust between brands and audiences should be nurtured. Ads should not be presented in a wrong language. The new technology returns power back to the target audiences in the form of valuable experiences that the consumers trust. Wearable tech and virtual reality are two examples of such experiences, which can then form new bonds between brands and audiences—bonds that are made of trust.
- Value of digital experiences. Consumers are now smarter than ever. They want authentic experiences that are tailored to their aspirations, wants, and needs. Digital experiences that are personalized grow and learn with the consumers should always be required. Interactive content should be gathered from consumers in an unobtrusive and fun way. This type of content gathers necessary information that are used in making tailored experiences and communications. Snapchat is a good example of this. Its designers created a niche user experience. It capitalized on bringing forth their product’s value with their target audience in mind. They did this instead of trying to please everyone.
Bottom line is that consumers are constantly bombarded by distractions all throughout their daily interactions such as fake news. Consumers undergo polarization that is attached to specific brands. With the help of creative arts and design, they can focus on the products that are genuine, under brands in which they trust.