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Daily Exhaust product design

Marketing Design Vs. Product Design

Meagan Fisher on the difference between marketing design and product design:

The majority of my recent work leading up to SproutVideo has been in marketing design. These projects are so fun because their aim is to communicate the value of the product in a compelling and memorable way. In order to achieve this goal, I spent a lot of time thinking about content strategy, responsive design, and how to create striking visuals that tell a story. These are all pursuits I love.

Product design is a different beast. When designing a homepage, I can employ powerful imagery, wild gradients, and somewhat-quirky fonts. When I began redesigning the SproutVideo product, I wanted to draw on all the beautiful assets I’ve created for our marketing materials, but big gradients, textures, and display fonts made no sense in this new context.

That’s because the product isn’t about us, and it isn’t about telling our story. Product design is about getting out of the way so people can do their job. The visual design is there to create a pleasant atmosphere for people to work in, and to help support the user experience. Learning to take “us” out of the equation took some work after years of creating gorgeous imagery and content for the sales-driven side of businesses.

‘Getting out of the way’ is a skill all designers should learn to use (when appropriate).