Society evolves over time. Whether due to social, political, scientific, or technological occurrences, there are significant moments, such as the current global pandemic, that shift the way we collectively perceive and behave. To help us adapt to these shifts, there’s design. Design responds to the changing world and helps us navigate unprecedented times.

For example, the implications of climate change have become glaringly obvious in recent years and our reaction to remedy the situation has led to permanent changes embedded into all facets of our lives. And when society shifts, so do businesses. Businesses have adopted sustainable practices, embraced eco-friendly offices, allowed technology to shift their way of working, adapted their branding, and the list goes on.

Similarly, the global coronavirus pandemic has sprung the world into an unfathomable territory. In response, design has needed to evolve. Yes, we’re talking about a different kind of response and a different kind of design—digital design. But it works in much the same way.

Digital design: then and now

Digital design is an umbrella term that defines the process of mapping out and creating content that people will view and interact with on a digital interface. It’s a type of visual communication that is specifically crafted for digital devices, taking into consideration factors like user experience, navigation, interactivity, differences in screen size and functionality, and more. 

Graphic design is traditionally meant for print products, and digital design utilizes its principles but often incorporates movement, such as animation, interactive pages, and 2D/3D modeling. 

As structures within and across teams are changing to become more collaborative, the role of design and designers is changing. Designers used to primarily be responsible for creating artistic print material. Now, their roles involve creating interfaces that are not only visually appealing, but also easy to navigate, interactive, adaptable, and accessible. Their goal is to create a cohesive experience that aligns with a company’s brand to send a message and evoke emotion. 

Design software is often confused with software design software, however, the latter is a subset of design software that focuses on the planning, wireframing, and creation of software products.

1918 vs. 2020: parallels between the pandemics

The 1918 flu pandemic seems like such a long time ago. And it was; it was over a century ago. But the drastic technological differences between 1918 and 2020 makes it seem like more time has passed. Scientists and historians have drawn eerie parallels between 1918 and 2020, in terms of the rapid spread of viruses, various mutations, the preventative measures taken, the misinformation, and mass hysteria. Both led to wearing masks in public, forced cities, offices, and schools to shut down for extended periods and political involvement made situations worse. 

However, technological response is not one of these similarities. In 2020, we were stuck inside, but we ordered coffee from a virtual menu, students submitted presentations through online portals, colleagues shared stories of their weekend on instant messaging channels, and friends hung out while playing interactive online games. And while all of that seemed like a seamless shift from in-person to screen time, there was a lot more thought that went into making our digital experiences feel a little less digital, more intentional, and human focused.

How design adapted in 2020

Communication through design

Digital design is, first and foremost, a form of visual communication. The colors, fonts, alignment, spacing, and several other elements, all play into the look, and more importantly, the feel of digital design. In combination, these elements say something without actually saying anything. 

When users visit a website or an app, their minds register how the interface makes them feel before they read a single word. That’s the power of visual elements. During the lockdown, businesses heavily relied on digital media to relay messages of optimism, hopefulness, and comfort. Colors are one of the easiest ways to do this as they have the ability to provoke certain emotions. In 2020, the Pantone Color Institute announced that 4052-Classic Blue was the shade of the year, stating that “this enduring blue hue highlights our desire for a dependable and stable foundation on which to build as we cross the threshold into a new era.” This is no shock as shades of blue are perceived as calming and offer a sense of connection.

Other examples include companies using brand messaging to communicate corporate values. Nike had a rapid response to the killing of George Floyd, blacking out its home page only four days after the incident. Patagonia clearly proclaims on its homepage that they are “in business to save the planet.”

2020 also saw an increase in new safety guidelines and protocols in public spaces, schools, and workplaces, which meant the need to design new posters and signage. Fortunately, you don’t need to be a designer to create visually effective and informative graphics. Design tools like desktop publishing software offer prepackaged templates that integrate with drawing and photo editing tools to make designing simple.

Accessible and equitable

When the world is forced inside, the world goes online. However, that is not as easy as it sounds to certain people and in some places. With the world becoming digitally interconnected, there is a focus on designing content that caters to all types of audiences, including those with disabilities, with different cultural backgrounds, and with less access to fast internet. There is a language barrier for many people in different parts of the world that are coming online for the first time. An obvious solution to this is localization tools, such as machine translation software and computer-assisted translation software, which are used to adjust text into different languages. Other solutions to make the internet more equitable include the use of web icons and video as means of universal non verbal communication.

For rural parts of the world and areas that are getting access to the internet for the first time, reliable high-speed internet is not readily available. This makes it difficult for them to interact with complex designs. Providing low-fi versions of complex content can help bridge this gap. For individuals with disabilities, having high-speed internet isn’t enough. They need assistive technology, usually to assist with visual impairments. In this case, website accessibility software is extremely important to monitor websites or perform audits for measurable accessibility metrics. Some solutions help them by modifying their website experience in real time.

Immersive and life like

Lockdown kept people away from events like parties and live music concerts. Creating digital experiences to mimic real-life experiences is no simple task. But designers have done their best to bridge that gap through several approaches, including 3D design elements and virtual reality simulations. For example, the Burning Man organization created a “Multiverse” in lieu of the annual desert gathering, which is a constellation of numerous digital environments that use virtual reality and 2D/3D rendering technology to create an almost life-like experience.  

G2 traffic data indicates an interest in digital design

G2 data shows that traffic to some of our design categories has increased throughout the COVID-19 pandemic. The chart below displays tremendous increased traffic to the Vector Graphics and 3D Rendering categories on G2 starting in March 2020, right at the onset of the pandemic last year. From March 2020 to March 2021, the Vector Graphics category experienced 129% growth in traffic and the 3D Rendering category experienced a 694% growth in traffic. 

Other categories, such as Desktop Publishing, Computer-Assisted Translation, Augmented Reality, Machine Translation, and AR SDK, started to show a gradual increase in traffic starting late last year, which may indicate companies ramping up digital design efforts after analyzing the impact of the pandemic to their 2020 performance.         

This rise in traffic to these Design categories may also point to the rise in the digital design job market. With a large portion of the workforce losing their jobs in 2020 and a larger portion with more time on their hands due to the lockdown, it could be that many people decided to boost their resume by picking up some design skills. 

Human before digital 

As our world attempts to return to a state of normalcy, it’s clear that the emphasis on design that became apparent last year will continue. There’s no denying the significant presence of the digital world in our daily lives, but it’s important to remember that no matter how digital our world gets and how much our reliance on digital increases, we are human first and will use digital as a means to attain our human need for connection.

Edited by Sinchana Mistry