Deconstructung Design for Marketing: Tools for Accessing the Design Process

The fields of marketing and design share many common interests. In particular, marketers incorporate aesthetics to enhance the visual appeal of products and services in an effort to communicate more effectively with consumers. This essay serves to deconstruct the culture of design by emphasizing design process over a set of principles. Visual principles have limited use when applied outside the context of designing. The author, therefore, delves deeper into design and offers a set of tools that provide access and insight into the inner workings of design. These tools are intended to assist marketers in their effort to participate in design rather than spectate.