What is the relationship between marketing and design?

What is the relationship between marketing and design ?


Marketing is a framework for the organized delivery of experiences designed to achieve a particular response or action. Within a business context, this framework is typically grounded in research, both qualitative and quantitative, and driven by a measurable goal or desired outcome. In most cases, this goal includes some form of economic gain but may include ancillary social benefits as well. Behind all marketing plans is an agenda or point of view that drives the message through various channels where they are eventually expelled at identified touch points. These touch points serve to inform the user of the intended message and help to deliver a meaningful experience.

So, if marketing is a framework for the organized delivery of an experience, design is the act of building the delivery mechanism for that particular experience. Within the marketing framework lives a set of constraints that inform the strategy, delivery and design of a particular experience. These constraints can include budget, timelines, resources or particular market segments and must be the primary motivator when exploring possible solutions. Within a business context, design without marketing is, perhaps, arbitrary. Since the marketing framework includes a research component built specifically to uncover unmet needs or desires, design should be driven by a strategy or intent to meet these needs in a meaningful and relevant way.

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