- We try to make posters in the same way as Netflix makes TV series.
Netflix analyzes viewer data and sees what kind of characters people like, what kind of action, and produces new TV series based on that, says Fredrik Palm, CEO of Desenio.
The data-driven concept is very successful.
Last year, Desenio had sales of more than SEK 1 billion and today they sell posters in more than 35 countries.
They have also seen that people in different countries appreciate different colors and motifs.
- In general, we see that Scandinavia is very frugal and stylish, while the UK has more colorful and in Germany people like more romantic and floral.
We really see different trends in different countries, says Annica Wallin Executive Creative Director at the same company.
The design process always starts with an analysis of the data.
- When we see what customers are asking for right now, we put together design briefs for our design studio.
There we direct which motives we should develop based on what is trending.
If we see, for example, that botanically floral in beige colors peaks, we start to create new motifs within that genre, says Annica Wallin.
The algorithms show the market down to the level of detail and they have developed their own tool for reading the trends.
But if you think about the other aspect then of art, should you really just give people what they want?
- We care about both creating art from what they want but also testing new, so we are constantly testing new manners and colors to see what comes next, says Annica Walin.