There are many reasons why ID is constantly in this battle. My own personal opinion is that instructional design often flirts between art and technical writing – the former of which is not as much respected in corporate settings (unfairly labeled as “fluffy”). Ironically, it is the artistic component to ID that can have the biggest impact in learning. The art in ID is logical; it has to be planned and perfected in order to have maximum impact. Similar to the way Van Gogh obsessed over paint strokes, ID professionals obsess over smooth transitions, stimulating visuals, and dynamic elements as they relate to the topic at hand. (Yes, I just compared us to Van Gogh)
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