 Strong underlying shifts are underway in the creative market Due to the trend towards service- and communication-based online activities, the role of the creative individual in the Web design cycle is diminishing The strong thrust provided by creative individuals is about to evolve Digital Video is ready to break open in a major way and to provide widespread creative potential |
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 Trend Overview What is happening in the creative market? There is a shift in the creative thrust unleashed by desktop tools. Ever since the market opened up to the computer in the mid-eighties, the creative individual has played a crucial role in the emerging digital world. Armed with a Macintosh (or increasingly Windows PC), he or she has contributing heavily to just about every form of content, from the printed page to Web design and video games. But the creative market is not standing still. In fact, the most recent developments in the field, from trends in Web-development to digital video, are pointing towards a redistribution of the creative push. In short, what is challenged in this trend is the role of the single, creative individual as main carrier of the creative vision. The move towards distributed, complex applications, the increasing service and communication-based focus of Web sites tends to give the creative individual less decisive power. Where will these trends lead? It is important to analyze the whole picture to provide some information on the possible ripple effects. For several years now the Web has been the playground of choice for most budding designers. But the days where a good Web site was mainly about “grabbing eyeballs” are over. Good Web design has moved from graphic excellence to excellence in information and service structuring, making it far more difficult for visually-minded designers to let their inspiration flow freely. Nowadays, Web-assignments are much more about programming than about design - and the promised broadband revolution will not reverse this trend. Other aspects need to be analyzed in this context. What about print? While the Web is an amazing communications tool, it is not a very good advertising and communications vehicle. As the stock market nurses its dot-com hangover, paper-based products are ready to take over where the Web fails to deliver. This will prove to be an important factor in the deployment of creative vision. Finally, there is DV. Digital Video, is a market ready to break open and finally deliver its revolutionary potential on a very large scale. Desktop video will redefine the creative market, something which companies have been dreaming about since SuperMac released the Video Spigot, the first mass market digitizing board, almost ten years ago. What does all this mean? Creative individuals have become a core component of the digital world - any shift in the thrust in this market will affect the evolution of technology itself. (Read the full report for detailed analysis.) 30May2000 ©2000 Pfeiffer Consulting |
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