Why is design important?
“In a crowded marketplace, design is the most powerful tool for differentiating one’s products or services.”
Tom Peters, Management Consultant
We live in a time of sensory assault. In today’s environment, marketing tools must stand out to get noticed. That’s why successful companies like Nike, Apple, Starbucks and others hire designers to produce business communications. They realize professionals are needed to craft messages and deliver them with impact.
How your company communicates with its target market is the primary means of differentiation today. More often than not, companies that value design lead the pack. Why? Because design positions your company to start a chain reaction: positive impressions = higher perceived value = increased sales.
Design is a process by which your business can create value and market demand through innovation. It’s a means of making the complex clear, whether by improving function or facilitating communication. The outcome of a design process may be marketing tools that are visually alluring, but their true value is in their effectiveness in meeting the needs of citizens, consumers, customers and clients.
Excerpted from the American Institute of Graphic Arts: www.aiga.org