Humanise your data and stretch your creative impact
Design for people rather than the numbers, argues Digitas Australia senior data analyst Brianna Taylor.
We spend hours of our day tapping glass, living in an increasingly digital world measured by the drumbeat we play on our phones. It should come as no surprise, then, that there’s a growing sense of disconnect between people and the world we live in.
In part I blame the evolution of the digital experience, driven by the narrow way in which we quantify it. Creative has fallen victim to being measured by clicks and views instead of longevity, while data has been pigeonholed as creative’s measuring tool instead of being its North Star. As a result, we produce forgettable work that doesn’t register or resonate. But by rethinking the role creative and data play in how we connect with people, we can create experiences that are both far-reaching and human.
Image: Rebecca Ryan (Instagram: @whatbryandraws)
