Nielsen Social Media Report indicates shifting focus for designers
Nielsen Social Media Report

Designers respond to changing communication styles reflected in Nielsen Social Media Report for 2012

According to the Nielsen Social Media Report for 2012, social networking tools are having a significant impact on the way consumers connect. Findings outlined in the report include: how people are accessing information (smart phones and tablets), what new social media sites are catching on (Pinterest), how the usage of social media is evolving and the impact these changes will have on marketing practices (i.e. engagement, word-of-mouth and connecting with hyper-informed consumers).

For designers, the information provided in the Nielsen Report indicates an important shift in the way people communicate and interact.

“This is a must-read, particularly for young designers,” says Barry Quinn R.G.D., Executive Creative Director at Juniper Park. “The digital world needs the skills of designers more than ever. The ability to create design languages that can live across multiple channels, multiple technologies and multiple audiences is going to be a very important skill, and it’s not a digital skill – it’s a design skill. One that will challenge what we consider ‘good’ work.”

Adam Antoszek-Rallo R.G.D., Creative Director at Catalyst Workshop, also emphasizes the importance of staying up to date with social media trends, especially for designers targeting specific audiences. “As social media continues to mature and grow, we are increasingly seeing user preferences transform platforms to serve specialized and differentiated purposes,” he says. “As users are faced with unlimited options, they show a greater preference for a limited but highly customized set of functionality and interfaces. Rather than deal with broader web-browser interfaced communications, users are increasingly putting together personalized sets of apps and networks.”

A major take-away from the Neilsen Report is that social media is continuing to grow and evolve, which could have significant implications for the types of communication designers produce.

“I started my career creating highly controlled artifacts,” says Barry, “and I will likely end it releasing designed organisms into a hostile world, hoping they thrive and replicate.”

To view the Nielsen Social Media Report for 2012, click here.