Creativity, design key for businesses in India: Adobe study
In India, 98% creative professionals believe that creativity and design thinking are more important to business, and the figure is higher than the APAC average of 89%
New Delhi: Creativity and design thinking is playing a critical role in differentiating brands and businesses across the Asia Pacific (APAC) region, according to Adobe’s 2016 Creative Pulse survey of more than 1,700 creative professionals—including graphic designers, web designers, artists and web designers.
In fact, in India, 98% creative professionals believe that creativity and design thinking are more important to business in the country, which is higher than the APAC average of 89%.
The report also found that Indian creative professionals have a higher desire to learn (83%) and feel motivated to finding new solutions to design led challenges (61%), which is higher (by 11% and 20%, respectively) than their peers in the APAC region.
Overall, the findings of Adobe’s 2016 Creative Pulse survey highlight that creative professionals in India are today driving a bigger impact within their organizations.
The study provides insights into the beliefs, difficulties and ambitions of the region’s creative vanguard, including graphic designers, UX/UI designers, web designers, photographers and film makers.
The Indian government’s focus on resurgence of design, innovation and creativity led entrepreneurship (D.I.C.E) is partly responsible for an increase in the emphasis laid on design and creativity in businesses across the country.
This rise of design-led thinking and the incorporation of design approaches into business and strategic problem-solving is having a positive impact on the careers of creative professionals in India and is furthering the progress of creative professionals in the country.
Companies like Adobe expect more and more businesses in India embrace a design-led approach to problem solving and leverage creativity to deliver standout customer experiences. “The results of Adobe’s 2016 Creative Pulse survey are a testament to this fast emerging trend and also provide an apt view into sentiment of creative professionals in India today,” said Kulmeet Bawa, managing director, South Asia, Adobe.
Given that using design as a tool has now become a business mandate to reach out to consumers, creative professionals are trying to automate the creative process with new skills, new tools and new digital technology. They believe that proficiency in technology and access to best-in-class tools, combined with intuitive creative excellence will be the deal breaker—with 96% of Indian respondents agreeing to this.
Creative professionals in India cite that the most important skills over the next year would be to acquire UX/UI design (37%) and app development (20%).
Top three driving forces behind changing role of creative professionals
69% believe that it is new technologies that change the way they work, 41% view the impact of social media on the creative industry as a key driving force while 39% view new platforms for reaching their audience.
Main motivators at work
83% said that it was a desire to learn new things that kept them motivated, 61% said finding new solutions to design challenges was what drove them while 58% responded that it was seeing their ideals brought to life in the real world.
What keeps them up at night
One of the main concerns of creative professionals is the fear that they will lose inspiration and motivation (37%). Employers need to take note of this, especially since most creative professionals mentioned that they are very reliant on desktops (73%) for work. This suggests that a lot of creative professionals are still desk bound, despite the popular belief that creative ideas typically come from mobility and change. Pressure to churn out more creative ideas and content faster than ever is another reason that is worrying 49% of creative professionals while 43%of creative professionals feel that they are not being sufficiently trained in new skills.
“The rapid growth of mobile devices and emergence of technologies such as Augmented Reality and Virtual Reality are challenging creative professionals world over to create content faster than ever before. Today, businesses expect creative professionals to adapt to the market dynamics by helping designing for multiple platforms and a broader set of customers, create on-the-go, collaborate with team members across different devices and geographies, and measure the impact of their work on business results. We certainly see this as a big opportunity for creative professionals to contribute more and make a real impact to the business,” said Bawa.
Adobe’s 2016 Creative Pulse report included 12% of respondents from India. Of these, 18% were film makers and 13% UX/UI designers.
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First Published:27 Sep 2016, 10:07 AM IST
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