Maga Design’s Collaboration with AIGA’s 2016 Design Census

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We are excited to share with you Maga Design’s contribution to the AIGA 2016 Design Census results, released January 2017. The Maga Design team, under the direction of Rebecca Williams, VP and Chief Creative Officer, was inspired by author Dan Pink’s perspective about factors that influence employees’ motivation at work given its changing landscape. The team mapped a number of Design Census survey questions against Dan Pink’s Intrinsic/Extrinsic framework to create insightful data visuals that tell the story of what drives designers. http://magadesign.com/aigadesigncensus/

The American Institute of Graphic Arts (AIGA) enlisted Maga Design, as well as other partners, to visually interpret the survey responses from over 9,000 designers. The survey, opened December 1–16, 2016, captured everything from salary range to demographics, locations, disciplines and industry-specific challenges—even how much coffee designers drink each day.

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The Maga team is made up of those who believe in the work of author Daniel Pink, and his perspective on the ways humans are motivated in the 21st century. The team mapped a number of the Design Census questions to Pink’s motivation framework. What emerged are a set of considerations for companies looking to attract and retain top design talent. Understanding “What Drives a Designer?” is critical for creating a competitive advantage in a rapidly changing world.

Tulsi Desai, the Art Director at Maga, shared that while the data was straightforward, the challenge was finding a compelling story that emerged from it.  The team came across a common theme among the questions and the data points, that it was important for designers to balance practical things like compensation and a defined work role against the internal motivators like a sense of purpose and feeling good about the value one brings to the table.  She says, “While not all designers may think this, we certainly feel most contributing and forward thinking designers feel that way about the work they do.”

 



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