Often the first question a prospective client asks is: “How much will it cost?” This is the wrong question to lead with because it indicates a lack of understanding of the role of design in business and the lack of awareness of its potential to create success for an enterprise. It reveals that the inquirer is thinking of design as something to decorate rather than communicate.
Design is not decoration. Decoration hangs on your wall while design performs a function and addresses a consumer’s needs and emotions. A design solution should be consistent with your brand values so that it creates a memorable and repeatable experience for the customer. Repeatable experiences help create customer loyalty. Customer loyalty grows your business.
If design is part of a marketing strategy, the business is best served when it brings the designer in at the beginning of the strategy development. Doing this allows time to test ideas, re-think, and get feedback before the design is launched. All too often a business or organization seeks a designer to execute an untested, unrefined idea as quickly and cheaply as possible. A business that’s design-oriented will not regard design as an afterthought but as the basis for its marketing communications and brand awareness.
Design, carefully developed and crafted, can communicate quality. A well-designed company is perceived as being trustworthy and substantial. It’s worth it to the consumer to remain loyal to the company when they perceive the value it brings to their lives.
Good design does not just happen, and it’s not simply an endeavor of visual expression. Successful design is the progeny of a marriage of purpose and visual appeal. Whatever it costs, the investment will definitely be worth it.
