Why real design is about strategy
The rise of the ‘Non-Designer Designer’
After two decades of running a creative agency, one thing is unmistakable: today, almost everyone in and around marketing thinks they’re a designer. The explosion of platforms like Canva, Figma, and Adobe Express has empowered marketeers to create visual content with ease. Templates, drag-and-drop interfaces, and AI-assisted layouts give the illusion of design.
But what’s often missing is the depth of understanding – the principles of hierarchy, typography, user experience, and brand strategy that professional designers bring to the table. Design is increasingly seen as aesthetic decoration, not a strategic discipline. This perception leads to a culture where design decisions are made based on personal taste or speed, rather than data driven decisions such as audience needs or business goals.
Good design is largely invisible, when hierarchy, typography and systems are right, audiences just ‘get it’ and undervalue the craft required.
Educating professional designers
Professionally trained designers don’t just learn software, they study the fundamentals of visual communication:
Core design principles:
- Composition and layout: guiding the eye and creating balance
- Typography: readability and tone
- Colour theory: psychological and cultural impact
- Visual hierarchy: making key elements stand out
- Reading images: The grammar of visual design
Strategic thinking:
- User experience (UX): clarity, accessibility, empathy
- Brand identity: creating systems that reflect values
- Audience research: using data to inform design decisions.
Critical practice:
- Design history and ethics: understanding cultural context and responsibility
Example: HubSpot boosted lead generation by 121% with a simple CTA redesign, proving that design decisions grounded in UX principles drive measurable results.
Drive More Conversions with HubSpot Calls-to-Actions community. https://community.hubspot.com/t5/Customer-Success-Team-Resources/Drive-More-Conversions-with-HubSpot-Calls-to-Actions/ba-p/1068527
The Importance of Design Ethics
Ethics often gets overlooked in fast-paced marketing, but it’s central to responsible communication. Professional designers consider:
- Truthfulness: avoiding misleading visuals
- Inclusivity: designing for diverse audiences
- Sustainability: reducing environmental impact
- Cultural sensitivity: avoiding appropriation or offence.
Example: Pepsi’s Kendall Jenner ad (2017) trivialised social justice movements, sparking global backlash for tone-deaf messaging and cultural insensitivity.
Pepsi Crisis Management Case Study 2017: Lessons for Advertising – CMI https://changemanagementinsight.com/pepsi-crisis-management-case-study-2017/
Ethical design isn’t just about avoiding harm, it’s about building trust. In an age of misinformation, trust is a competitive advantage.
Why professional design still wins
Despite democratised tools, data shows professional design delivers:
- Higher engagement: better likes, shares, CTR
- Better conversion rates: 10–20% higher in A/B tests
- Stronger brand trust: consistent design boosts credibility and revenue
- Long-term ROI: design-led companies outperform peers by 219% over 10 years.
8 Stats That Prove Design Thinking Pays Off – ExperiencePoint https://blog.experiencepoint.com/8-stats-that-prove-design-thinking-pays-off
Example: Virgin America’s UX redesign delivered a 14% increase in conversion rates and 20% fewer support calls, proving that design isn’t just decoration; it’s a growth lever.
The skills gap in in-house design teams
Many in-house creatives are self-taught or from adjacent fields, lacking formal training in design principles, UX, and ethics. This often leads to content that looks polished but fails to connect, convert, or reflect brand values.
Example: A retail brand’s Instagram grid looked visually appealing but lacked hierarchy and accessibility. Engagement was low because captions were hard to read on mobile, a basic UX oversight.
The data disconnect in internal teams
While design is undervalued, data is often underused:
- Campaigns built on intuition, not analytics
- Performance data rarely reviewed
- Poor targeting – 67% of ads aimed at “parents” reached people without children.
Ad targeting failures – why brands are missing their intended audiences adage.com https://adage.com/article/digital-marketing-ad-tech-news/ad-targeting-data-flaws-cause-brands-miss-intended-audiences/2605056/
The result? Generic content, wasted spend, and missed personalisation opportunities.
Bridging the gap: design + data = impact
To create effective marketing, organisations must:
- Empower professional designers to lead visual strategy
- Train teams in data literacy
- Integrate audience insights into workflows
- Value design for function and ethics, not just aesthetics.
Example: Continental Office redesigned its website with UX and analytics insights, resulting in 103% more traffic year-over-year and a 645% increase in net-new contacts.
B2B Marketing: Continental Office’s customer-first brand and website; marketingsherpa.com https://www.marketingsherpa.com/article/case-study/continental-office-website-redesign
When DIY is fine, and when to call in a Pro
- DIY works for: quick updates, behind-the-scenes stories, low-stakes posts
- Hire a Pro for: campaigns, product launches, paid ads, landing pages, anywhere design impacts revenue.
Example: Canva is great for quick, low-stakes content, but lacks advanced features and strategic thinking. Professional designers deliver custom, brand-aligned solutions that outperform template-based designs.
Canva vs Professional Graphic Design: Pros, Cons, and When to Choose Each https://amyhaisten.com/2024/10/16/weighing-canvas-pros-and-cons-when-to-diy-vs-hiring-a-professional-graphic-designer/
Final thought
Design isn’t just about making things look good, it’s about making them work well. Data isn’t just about numbers, it’s about understanding people. When organisations fail to respect either, their communications suffer. But when design and data come together, the results speak for themselves.
Design with purpose
Ready to move beyond pretty visuals? Partner with us to create data-driven design that delivers real results. Get in touch today.
Cohesion Design is a creative agency working within the insurance sector. Established in 2003 they have over 35 years knowledge working in the insurance sector.