IT Brief Australia logo
Technology news for Australia's largest enterprises
Story image

Interview: Adobe creative director on the future of design-led business

By Kai Ping Lew
Fri 17 Jan 2020
FYI, this story is more than a year old

Customer experiences are key in developing relationships, and Adobe is at the forefront of building the tools allowing businesses to do this.

Adobe’s solutions continue to change how creatives work and how this work is used to incite wonder and weave brand identity.

Techday spoke to Adobe executive creative director Adam Morgan about why design should lead the way in business decisions and how computational design will be the future of advertising.

How does design affect how people do business and on what level?

Ninety-four percent of all first impressions are designer-led and design-led businesses do better by 210 percent.

Ten years ago, everything moved to a design approach. Studies have been showing that in a world of abundance, it’s no longer about creating a better mousetrap, it’s about, ‘How cool does it look, and how well-designed is it so people care more about the designer’? 

When I was writing my book about how you prove the value of creativity (Sorry Spock, emotions drive business), I found some hard science and neuroscience about what’s happens with creativity.

When you break down those elements, what happens in the human brain is you need an anomaly. You need something that's unique, and you need an emotion, which is really what we mean when we say a creative experience - it's really an emotional experience.

And if you have those two things - something unique and you have emotion present - then your chances of having action (which is business) is very, very high.

Will AI replace human creativity?

Creativity will not be taken over and replaced by AI. Inside the human brain, there’s a team of rivals, think of it as all these people working against each other.

Our brains are not analytical or logical or routine, because there are different things in our heads that decide which outcome wins every time, even if the same variables come together.

And that’s the element of creativity, where we make leaps by combining, extracting all these different things, and a machine only learns to follow a programme and learn more patterns, and recreate those patterns.

It’s not logical why one part of the brain wins over another because we have a team of rivals going on in our head and even we don’t know who’s going to win the next second.

I feel like the creative human spirit is our ability to be unpredictable and original and come up with things that aren't even a pattern that we've been taught.

How will this affect the future of employment?

The old era was the Information Age where knowledge-worker jobs like accountants and lawyers were hot – those are the ones that are most likely to be replaced because they’re more linear, whereas creative pursuits of innovation, human ingenuity, and creativity are not going to be replaced, because it takes those leaps.

Even having done this for 24 years, I can't tell you where an idea is going to come from, and I have to fill the well and give myself more fodder and have elements there for making those connections and breaking things apart in a unique way.

How can design promote both the standardisation and the individuality needed in a cohesive brand identity?

If you look at the trends of design, it used to be one-to-many, where we design a print ad or a video, and then send it out across all the channels. 

Now, there’s the idea of content velocity, and we have to create more and more material for more and more channels. We don’t have the luxury anymore of designing a custom experience for every single ad or every single screen.

So we've moved past one-to-many to one-to-few and now the future is going to be one-to-one.

As content velocity has increased, we're going to be moving more to computational design.

For people who are used to the old methods, the idea of the loss of control can be a little scary because in computational design, instead of building one entire print ad or web page, we're going to build components.

We're going to build a library, we're going to build all those parts and pieces. And it's not just design, it's also writing - we'll write headlines, we’ll write chunks of copy, we may even do video and it's a very modular system.

Then through AI or a marketer, we will bring those parts together to create custom experiences on a one-to-one level, so the result is very customised.

The way we design will be different.

We'll just have to be doing it very systematically in building each of those pieces, in the hope and knowing that when no matter which way it's organised, it'll always look good, sound good, and feel good. So we still have the control. It's just pre-control, not final outflow control.

And that's how we can keep individualisation now in the huge system.           

How does computational design affect the dynamic between businesses and creatives?

It'll be great for businesses and for designers in that once you've built the machine and have the structure in place, think how fast you can move. You can be consistent with your look and feel across every surface, even ones that we don't even know yet.

I don't have to resize every little part and piece - that saves my time and takes me from being a set of hands to being able to think about things strategically.

Creatives can look at the big picture and be an experience designer, rather than a banner ad designer.

Designers won't have long timelines, they can go faster, and they can be on every platform. Their brand is consistent so that everyone knows when they're seeing it, it's consistent from screen to screen.

So the benefit of speed and continuity is huge.

Related stories
Top stories
Story image
Cybersecurity
‘Windows shops’ target admin rights to de-risk their environments
New data shows up to 75% of critical vulnerabilities could be mitigated through a rights and privileges crackdown
Story image
Collaboration
Hybrid working success relies on the return to office
A reluctance to return to the office is impacting a would-be hybrid working model, instead leaving businesses with a mostly-remote workforce.
Story image
Microsoft
8x more users attacked via old Microsoft Office vulnerability in Q2
"Criminals craft malicious documents and convince their victims to open them through social engineering techniques."
Story image
IDC
Collaboration app market revenue grows 28.4% year-over-year
IDC has found that global revenues in the collaboration applications market grew 28.4% year-over-year in 2021 to $29.1 billion.
Story image
Schneider Electric
Schneider Electric launches SM AirSeT in Australia
The new medium-voltage switchgear uses pure air and vacuum interruption, completely avoiding SF6 greenhouse gas.
Story image
Training
The Sydney Business School extends its SAS collaboration
The Sydney Business School at the University of Wollongong (UoW) has recently extended its collaboration with SAS in order to meet the growing demand for skilful business analytics professionals.
Story image
MarTech
CM Group recognised as Best Overall MarTech Company
MarTech Breakthrough has ranked CM Group as the Best Overall MarTech Company for the third year running and Cheetah Digital as Best Overall Marketing Campaign Management Solution.
Story image
Unified Communications
Gold Coast private hospital improves comms with Alcatel-Lucent Enterprise solutions
With further demands placed on health workers as a result of the pandemic, they need efficient and adaptable solutions that help them effectively serve their communities.
Story image
Contact Centre
Treasure Data launches new customer experience functionality
Treasure Data has introduced a new strategic vision and product positioning for Customer Data Cloud, reflecting the company's focus.
Story image
Microsoft
Avast reveals zero-day exploits targeting Chrome and Microsoft
Avast, released its Q2/2022 Threat Report today, revealing a significant increase in global ransomware attacks, up 24% from Q1/2022.
Story image
Low-code
Video: 10 Minute IT Jams - An update from Mendix
Mendix is a low-code platform used by businesses to develop mobile and web apps at scale, and Jornt joins us today to discuss how these offerings work, and what benefit they have in the development process.
Story image
Artificial Intelligence
Gartner unveils key emerging tech to watch in 2022
"Such technologies present greater risks for deployment, but potentially greater benefits for early adopters," says Gartner.
Story image
Cloud Security
Tenable makes additions to Cloud Security portfolio
Tenable has announced additions to Tenable Cloud Security that represent the next step in assessing threats related to cloud vulnerabilities.
Story image
Data Protection
Safeguarding your financial data
As the digital revolution marches on, managing data security has never been more important. Here are five important steps to take toward better financial data security.
Story image
Email scams
HelpSystems shines light on impact of response-based threats
Response-based attacks targeting corporate inboxes have climbed to their highest volume since 2020, representing 41% of all email-based scams.
Story image
consumers
Data protection: How SMEs can secure online consumers’ trust
Consumers believe how a company treats their data reflects how they treat their customers, according to a new survey.
Story image
Ransomware
Sophos reveals latest ransomware trend impacting orgs
Sophos has announced in a new whitepaper that Hive, LockBit and BlackCat, three prominent ransomware gangs, consecutively attacked the same network.
Story image
Cybersecurity
CISOs need to consider a risk-based cybersecurity strategy
Rather than talking in terms of attack vectors and vulnerabilities, CISOs and security decision-makers must look at actual business risk.
Story image
Digital Transformation
Why it is imperative to keep up with technology advancements
Technology is constantly evolving, which is why digital transformations can often be complicated. What legacy items stay? Will the new and old work together? Or is there a whole new system that we need to introduce?
Story image
Digital Transformation
Federated change is the best path to digital evolution
Businesses that can successfully manage the exponentially expanding masses of data produced by modern consumers will be the businesses that survive and prosper.
Story image
Artificial Intelligence
Concentric AI protects sensitive data with new capabilities
The new capability reveals sensitive data shared across email and business messaging platforms and highlights who has inappropriate access to content.
Story image
Digital Transformation
Top tips for making your finance transformation program a resounding success
Planning to make 2023 the year you embark on a wholesale finance transformation program? It’s a move that will stand your enterprise in excellent stead as you navigate the complexities of the post-Covid business landscape.
Story image
Data
Workday research finds A/NZ organisations becoming leaders in digital agility
New research from Workday and IDC has revealed that Australia and New Zealand are becoming leaders in digital agility.
Story image
Artificial Intelligence
Appier achieves historically high growth rate of 56% YoY
"Our strong momentum over the past two quarters underscores Appier's significant growth alongside our customers."
AWS Marketplace
Learn how security orchestration, automation, and response (SOAR) enhances your security strategy.
Link image
Story image
DevOps
Dynatrace extends application security capabilities for runtime environments
Dynatrace has announced that it has extended its Application Security Module to detect and protect against vulnerabilities in runtime environments.
Story image
University of Melbourne
The University of Melbourne implements data ecosystem with Talend
Talend has announced that The University of Melbourne (UoM) has selected Talend Data Fabric for its cloud data platform.
Story image
Data analytics
Pressure on orgs to up their data analytics game - study
A recent report from Sisense highlights data transmission, analysis, and risk management remain top concerns for data professionals in APAC.
Story image
Collaboration
Lacework launches new capabilities for better threat detection
Lacework has announced new capabilities that enable organisations to uncover more critical threats to their infrastructure and empower teams.
Story image
Lucid Software
Lucid Software expands enterprise offerings with enhanced slack apps
Lucid Software has expanded its enterprise offerings with enhanced slack apps for its Lucidspark and Lucidchart technology.
Story image
JLL
Investment in APAC cold storage to reach $5 in next decade
Investment in Asia Pacific’s cold storage market is expected to grow fivefold in the next decade, according to JLL.
Story image
Artificial Intelligence
Is your chatbot bringing down the customer satisfaction score?
The top 10 reasons why chatbots are failing to meet customer expectations and what you must do to avoid that.
Story image
Hybrid Cloud
The essential guide to digital transformation by SolarWinds
Digital transformation is a buzzword thrown around all the time by companies, but what does it actually mean and why is it important? SolarWinds breaks it down.
Story image
Mobiles
Demand grows for future-proof mobile access solutions
HID Global, in partnership with IFSEC Global, recently released the 2022 State of Physical Access Control report for the fourth year running.
Story image
Customer experience
Scope Australia selects NICE CXone platform to streamline operations
One of Australia’s largest providers of disability support services, has chosen the NICE CXone platform to help streamline its contact centre operations.
Story image
Biometrics
Can biometrics help? 123% increase in Gen Zs scammed online
In the three years leading up to 2022, the number of Gen Zs who fell victim to online scams rose by 123%, according to Ping Identity.
Story image
Tech job moves
Tech job moves - Fastly, INX, Kinly, SmartBear & Vectra AI
We round up all job appointments from July 29 - August 12, 2022, in one place to keep you updated with the latest from across the tech industries.
Story image
Malware
Kaspersky uncovers new attacks by advanced persistent threat group
The attacks involved modifications of the well-known malware, DTrack, as well as the use of a brand-new Maui ransomware.
Story image
Data Protection
Advancing genomic sequencing and public health with digital infrastructures
Right before our eyes, we've witnessed the development of the COVID-19 vaccine in record time. An enormous achievement in an otherwise lengthy task that previously took, on average, 10-15 years.
Story image
Blockchain
Australian Grand Prix uses CENNZnet blockchain for fan experience
CENNZnet was employed by Power'd Digital to deliver the Formula 1 Heineken Australian Grand Prix's 2022 AusGP Access program.
Story image
Australian Defence Force
Cloudera and ADF partner for e-health management system
The Australian Defence Force (ADF) has selected Cloudera as a strategic data partner to help transform its e-health management system.
Wiise
Discover why a localised cloud ERP is the way to go for Australian businesses.
Link image