Always something new.
Information is complicated. Once upon a time, before the dawn of the digital age, proliferating information was a straight forward and routine process. Marketing channels existed in a predictable and rigid framework separate from one another, occupying well defined times and places in people's lives. Today, however, we live with all the information of the world at our fingertips anywhere we go, anytime we want it. With this new world of knowledge, the manner in which you make yourself known to people you wish to see you changed entirely.
This, in a nutshell, is what gave rise to the discipline of User Experience. It has always been a principle of good marketing to engage your customers, to understand how they behave and react in response to your message and presentation. This was just a footnote of any good designer’s skills before the information age. Now that information is so ubiquitous, with the advent of data modeling and the modern wealth of channels through which to communicate, it takes something more to make it all come together as something anybody can understand.
Design is more than making something look good, or a formula to follow. Designing is, by its loosest definition, the first realization of itself - it’s always something new, never quite done before. It’s understanding information and how to make it something more than just the sum of its parts. As a result, designers must be flexible, wide-skilled individuals who can adapt to the change in the wind.