Why Marketing, Data, and Agile Are Essential to Every Graphic Designer's Success

Someone recently asked me, “You really lean heavy into your marketing background and data analytics when you do graphic design. Why is that?” They are totally right—but for good reason. As a responsible graphic designer, the scientific method is my guiding principle, marketing is the foundation, and Agile is the methodology that drives my process. These three components work together to ensure that my designs are not just visually appealing, but purposeful and adaptable, evolving based on real-world data and insights. How do I gain these insights? Information, and that information often comes from data; loads and loads of data that has been parsed, drilled-down and collated into a nice package of relevant insights that fits into the contextual framework of what will eventually becomes a creative brief.

I am not suggesting this is every graphic designer’s approach. It can largely depend on the scope of your role and your methodology. My approach tends to be more strategic as opposed to the whatever sticks way. There are a multitude of ways to arrive at your destination. For me it is the what happens afterwards that necessitates my foundation and my design philosophy. That means my work has to be both aesthetically sound as well as effective.

“There are a multitude of ways to arrive at your destination. For me it is the what happens afterwards that necessitates my foundation and my design philosophy.”

The scientific method emphasizes hypothesis testing, analysis, and iteration. In my design work, this means I don’t just jump into creating something pretty; I test ideas, gather feedback, and refine designs based on concrete data. It’s an approach that ensures every visual element has a reason to exist. This iterative process is crucial because it moves beyond intuition and aesthetic preferences to solutions that actually work for the target audience.

Marketing, as the foundation, provides the strategic context that ensures my design serves a clear business objective. Every design decision is informed by market research, customer data, and trends. For example, if I’m designing a product campaign, I first need to understand the audience’s needs, behaviors, and preferences. This insight guides not only the visuals but the messaging, ensuring that the design speaks directly to those who will interact with it.

Take the evolution of Slack’s user interface as a case study. Initially, Slack’s design was functional, but it didn’t optimize for usability across diverse teams. By applying a combination of data-driven feedback and marketing insights, Slack continuously refined its design, ensuring that the platform was not only visually cohesive but also aligned with users’ work habits. This iterative approach, much like the scientific method, allowed them to continually improve their interface based on real-world user experiences (Darroux, 2020).

Agile methodology plays a crucial role in this process. Agile’s flexibility and focus on iteration allow me to test, gather feedback, and adjust designs quickly and efficiently. Rather than working toward a rigid final product, I’m constantly refining based on what’s working and what isn’t—similar to how marketing campaigns are regularly adjusted to optimize performance. Agile emphasizes collaboration with clients and stakeholders, ensuring that the design evolves based on direct input and real-world feedback.

For example, Airbnb’s branding overhaul followed an Agile approach. Initially, their “Bélo” logo symbolizing “belonging” was met with mixed reviews. But rather than seeing it as a final product, they treated it as part of an ongoing process, incorporating user feedback and continuously evolving the brand’s visuals to better align with audience perceptions (Gray, 2014). The integration of marketing and Agile principles enabled them to adjust and strengthen the brand without losing momentum.

So why do I lean into marketing so much? Because marketing is the foundation of purposeful design. Combined with the scientific method and Agile methodology, it ensures that every design is strategic, data-informed, and adaptable. I’m not just designing for the sake of aesthetics—I’m designing with real-world impact in mind, backed by insights and refined through constant iteration.

For any responsible designer, this trifecta—scientific method, marketing, and Agile—is essential. It ensures that designs are not only creative but also effective, serving both the audience and the business goals.

References:

Darroux, L. (2020). How Slack’s Design Process Balances Beauty and Functionality. Medium.

Gray, D. (2014). How Airbnb Got Its Bélo: A Global Rebranding. Medium.