Design That Connects: Bridging Audience and Communication Goals

Talk & Discussion: Learn how a data- and strategy-driven approach unites positioning, target audience, and visual design.

If AI can generate any design in seconds today, one question becomes key: How do we find the right design for the right target audience and the specific communication goal?

So far, a lack of technical language has hindered collaboration between design teams and stakeholders. Instead of a strategic perspective linking communication goals and visual appeal, design is often misunderstood as "superficial aesthetics" or a "black box."

This talk presents a framework to develop a visual strategy based on communication goals and target audiences. It makes it easier to choose a design approach that evokes specific associations or emotions.

Using time-tested communication principles from antiquity and data-driven analyses, current trends and communication strategies become tangible as a "design map". This data foundation allows for better planning of visual direction and positioning, the discovery of potential niches, and the early exclusion of unsuitable solutions.

After the interactive talk, we will start an open discussion where you can share your questions, experiences, and ideas.