CHALLENGES FACING THE DIGITAL GRAPHIC DESIGNERS DUE TO THE NEW INTERACTIVE MARKETING FEATURES

Received: 24.08.2021; Revised: 30.09.2021, Accepted: 31.10.2021, Published Online: 18.11.2021

Prof Dr. Tarek Ismail Mohamed

College of Mass Communication, Ajman University, Ajman, U.A.E.

tarekabdelatif96@hotmail.com, t.abdellatif@ajman.ac.ae

Abstract

This paper addresses the graphic designers’ challenges in light of transforming marketing into a more interactive version. The diversity and rapid spread of sciences in modern graphic design are now forming the new daily life aspects and the consumers’ desires. The new features appear in the technological development of digitization, interactivity, and the increasing use of different applications.

The mutations in graphic design areas look clear in designing interactive advertisements, 3D animation, interactive video games, motion graphics, virtual and augmented reality applications, etc. Such modern techniques have created new challenges for the students, design educators, designers, employers in the labor market, and education systems, reflecting on the design quality. So, this paper analyzes the urgent topics of digital graphic design and the interactive marketing features in harmony with the new designers’ required skills, which will come true by enhancing the education programs. The study used interviews and discussions as approaches to achieve the research goals. The results have been represented statistically in a harmonic relationship between the interactive marketing features and the characteristics that should be available in the new designers.

Keywords: Digital Design; Interactive Marketing; New Designers’ Generations; Continuous Developments; Design Education.