So how did InDesign become such an essential skill for digital marketers?

It’s probably not escaped your attention that InDesign has the word “Design” in it. And you’ve probably also worked out the reason why: it’s used to design things. If you’re a designer, you’d be completely comfortable with that. If you’re a marketer, you might very well wonder why this program has become one of the essentials skills you now need to have.

What I can say from teaching InDesign for over ten years it that until about five years ago it was used exclusively by designers, printers, publishers, advertising agencies… creatives of one sort or another.

As a marketer you might have dealt with a designer (and may still do). But two key things have changed:

  1. The 2008 crash. Belts have been tightened, budgets squeezed… and so a lot of work that used to be done by external agencies, contractors and freelancers has been brought in-house.
  2. Marketing has become digital. It’s speeded up. It can be done by in-house, digital marketers like you.

So does it make sense to continue to out-source all of that creative work, when there are people in-house who are keen to do it, who do all of the other marketing, and who knowing the branding and brand values inside out?

Yes, in many ways I think that it does make sense. And I think that’s why InDesign has broken out of its previous niche and is now used by all of the people I mentioned before, and now also by people in marketing and communications roles.

This presents challenges both to the designers who used to do all of that work, and also to the people now expected to take it on. But this is how things are now: the boundaries between design and marketing have become distinctly blurred.

If you're completely new to the world of design and have no idea where to start, take a look at our free ten day Accidental Designer course.