Design encompasses various disciplines that help companies differentiate themselves from the competition and target their audiences. Below, we introduce you to eight key design disciplines and explain how they can drive your market success:
The concept of branding—the use of names, symbols, or designs to identify products or companies—has existed for thousands of years. Farmers already branded their livestock and marked handmade goods to identify them.
Modern branding, as we know it from advertising and marketing, developed in the late 19th and early 20th centuries. With the advent of mass production, companies began to use brands to differentiate their products from those of their competitors.
Over time, branding has evolved through digital technologies, social media, and new means of communication. Today, branding helps companies create a distinctive visual identity, clearly differentiate themselves from the competition, and build a stronger bond with their customers.
The development of new products has accompanied humanity since ancient times. People designed tools, weapons, and other objects to make their everyday lives easier. Today's product design also emerged in the late 19th and early 20th centuries.
The Industrial Revolution led to mass production and mechanization, giving rise to disciplines such as industrial design and engineering. In the 20th century, new technologies such as computers fundamentally changed production processes.
Today, product design is primarily focused on the needs and preferences of users. It considers ergonomics, safety, and sustainability. Product design thus helps make products and services more attractive and distinguishes companies in a highly competitive market.
The professionalisation of user experience (UX) design as a standalone discipline is a relatively recent development. In the early days of computer technology, the user experience was generally not the focus. However, with the increasing prevalence of digital technologies in everyday life, user experience design has increasingly taken centre stage.
Since the early 2000s, the term UX design has become established. The rise of mobile technologies, in particular, has further increased the importance of UX design. For companies, UX design is now a central component of digital marketing strategies. Well-designed user experiences make products and services more user-friendly, accessible, and enjoyable – which can give companies a clear competitive advantage.
Packaging has protected goods for centuries – initially made from natural materials such as leaves, bark, or animal hides. Modern packaging design developed in the 19th century, parallel to mass production, which placed new demands on transport and storage.
In the mid-20th century, packaging design gained complexity through graphic design elements and new printing technologies. Today, the focus is on brand communication, sustainable materials, and interactive technologies. This makes it possible to highlight products in retail and on e-commerce platforms, positively influencing purchasing decisions.
Graphic design has a long history, stretching from cave paintings and hieroglyphs to modern art. In the 20th century, new technologies such as photography, television, and computers significantly shaped the development of graphic design. This gave rise to new forms such as digital, multimedia, and interactive design.
Graphic design helps companies differentiate themselves from the competition by creating appealing and targeted marketing and communication materials, effectively addressing the needs of their customers.
Service design used to focus primarily on technical feasibility and functionality. From the 1980s onwards, improving the service experience for customers became a greater focus.
With the growth of the service-based economy, service design was recognised as a separate discipline in the 2000s. The importance of service innovation and its influence on service marketing strategies has increased significantly. Today, a well-designed service experience creates lasting impressions and helps companies differentiate themselves sustainably from the competition.
Since the late 1970s, environmental design has established itself as a distinct discipline and is gaining increasing importance. Today, it is an essential component in product development, architecture, urban planning, and infrastructure design.
Sustainability plays a central role in this, both in physical and digital spaces. Through unique and memorable experiences, environmental design helps companies create positive customer memories and clearly differentiate themselves from the competition.
To successfully differentiate themselves in the market, the various design disciplines work closely together. This doesn't mean that every discipline must be used in every project; instead, they are interconnected. Investments in one area often impact others.
Since design is often highly specialised today, design management takes on the critical task of managing this interconnectedness. Since the 1960s, companies have been developing strategies, tools, and methods to better organise design processes.
Today, design management promotes collaboration between design and specialist departments, optimises processes and strengthens the innovative power and competitiveness of companies.
