Прикладні аспекти дослідження ринку дизайну на маркетингових засадах

Abstract

Досліджено специфіку дизайну як інструменту маркетингу. Проаналізовано стан та тенденції розвитку ринку дизайну та основних його сегментів. Сформовано основні завдання дизайну у діджитал-просторі та розкрито основні психологічні принципи при створенні концепції дизайну. Розглянуто прикладний аспект застосування дизайну в діяльності суб’єктів господарювання. На прикладі проєктів агенції «MUZIKA.UA», лідера на ринку дизайну, проаналізовано результативність виконання дизайнерських рішень в частині оцінки показника впізнаваності бренду, шляхом вимірювання середньої відвідуваності вебсайту, рівнів взаємодії з контентом, зростання обсягів продаж та зміни частки ринку. Дослідження економічної кон’юнктури ринку дизайну України, практична дотичність до ринку графічного дизайну одного з авторів дозволила ідентифікувати основні проблеми розвитку ринку графічного дизайну. Завдяки ідентифікації основних проблем розвитку ринку графічного дизайну сформовано та запропоновано до практичного використання напрями для розв’язання проблем розвитку ринку графічного дизайну.

The Ukrainian market of graphic design, which belongs to the sphere of creative industries, demonstrates high rates of development. The derivative nature of commercial demand for graphic design services, including professional design services, is determined by the dominance of video content in the network, the introduction of innovative technologies through digitalization of virtual space in the formation of social media feeds, loyal attitude of the target audience to integrate advertising, personalized and relevant offer active development of stock image, video and music platforms. The total amount of taxes paid by the design industry during 2016-2018 amounted to UAH 259 million. In 2019–2020, the amount of taxes paid by this sector will increase one and a half to two times a year. The individualization of advertising appeals has led to the need for in-depth study of the content and characteristics of attributes and values of goods that influence consumer purchasing decisions by marketers, designers and other professionals in related fields. A separate area of research is to study the impact of the psychology of design decisions on increasing the loyalty of end users and increase sales of companies in the sector. The application of a customer-oriented approach in the Ukrainian graphic design sector actualizes the identification of the tasks facing design from the standpoint of marketing approach. The aim of the study is to present the results of the study on the impact of psychological aspects of design decisions on the effectiveness of customer companies through such marketing tools as increasing brand awareness, increasing loyalty of end users, deepening interaction with content, feedback and more. Graphic design is an integral part of industrial and trade policy, as well as one of the marketing tools used in the process of product creation and customer service, pricing, advertising, branding, merchandising and more. The main tasks of design stem from the mastery of basic psychological principles in creating the concept of design (von Restorf effect, Gestalt principles, visceral reaction, color psychology, psychology of form, double coding theory, cognitive load theory). The expansion of marketing areas of design in the practice of service providers has led in the largest cities of Ukraine to the formation of sustainable design communities, the beginning of professional design activities, the introduction of niche publications, public procurement and more. As a result, there is an increase in the capacity of the design market – the total cost of procurement of design services for the period 2016 – by August 2019 increased to UAH 62 million. It has been established that the biggest competitors in the market of graphic design of Ukraine are now the design agency «MUZIKA.UA», graphic design studio SHANKA; Bypaul design studio; BRANDME; Wezom; Marat and Abordazh. On the example of projects of the agency «MUZIKA.UA», a leader in the design market, analyzed the effectiveness of design decisions in terms of: brand awareness, by measuring the average website traffic, levels of interaction with content, sales growth and market share due to design solutions per month. Based on the study of the economic situation in the design market of Ukraine, the practical involvement in the market of graphic design of one of the authors allowed to identify the main problems of market development. By identifying the main problems of the development of the graphic design market, directions for solving problems have been formed and proposed for practical use. The intensification of intra-industry competition requires a study of the levels of concentration in the target markets of graphic design, taking into account the risks of marketing and financial activities, which should be the subject of a separate study.