Times have changed. The well-worn path of the past, where design is seen as secondary to the message, is more likely to lead to a business dead-end in today’s more dynamic world. The rigid marketing principles that worked in an age when television and newspapers were the dominant media come up short when faced with addressing the challenges of today’s more knowledgeable and sophisticated audience: one where Big Media’s influence is waning as technological advances give people the ability to easily access content on Web, Mobile and Tablet devices, media is now rapidly converging to beyond traditional settings and locations.
The growing need for good design in business
The Internet has changed the way we reach out to audiences, expanded brand reach geographically, while customers expect more social interaction. They expect rich content in different varieties including audio/video, podcasts, blogs, online forums and social network channels. It’s no longer the company who is looking for the customers – potential customers are online 24/7/365, actively searching for the best place to find the product or service they want, when they want.
For a marketer of a product or service, the importance of good design has never been stronger. Audiences are bombarded with thousands of advertising messages each day, from a multitude of sources. Breaking through that clutter needs brand intelligence that instantly connects with the target audiences and resonates well by conveying positive feelings towards a product or service, while maintaining design consistency across all brand touchpoints to strengthen brand awareness and increase its value.
In an era of falling barriers to international trade, and manufacturers waking up to the fact they can no longer compete on price alone and desperately avoiding commoditization to retain profits, while trying to maintain market share. The time has come where companies understand the need to integrate design into every aspect of the business process. Successful companies like Apple, Umbra, Nike, Sony and Ikea have long distinguished themselves for their trend setting and timeless products; now even staid manufacturers like General Motors, General Electric and Whirlpool are reinventing themselves and adapting design as a catalyst to, propel brand recognition while dramatically driving growth.
It’s all about creativity and innovation
The role of design has become central to the creation of a strong, recognizable brand image, which in turn is key to the success of any company’s products or services. Simply put, design is now a critical part of any company’s promotional strategy. To create a distinctive brand image, designers help clients create long lasting bonds with their audiences by reinforcing critical brand attributes through visual language, voice, personality and cultural drivers. All these elements are synchronized and geared at differentiating, expressing and emotionally binding your audience at every brand touchpoint – whether it’s creating print materials, a new website, logo or product, thinking outside of the box can open a number of new opportunities and get companies on the right track.
From a client perspective, investing in good design means helping a company or its products reach full potential in the marketplace. In addition to projecting a company’s unique assets, positively distinguishing it from competitors, good design facilitates many benefits including a higher level of internal morale, greater public recognition, higher standards of performance, better recruitment, and in turn higher productivity and profitability. Good design, does not only mean beautiful design, what good is a beautiful design if it fails to achieve success for a client.
It’s all about innovative design and the company that exemplifies design innovation is Apple. The company has leverage and secured their market position through forward thinking, and applied their progressive design principles across their entire range of products, including highly creative and engaging advertising that supports their marketing efforts. Businesses that undervalue the importance of design may be missing important and enriching opportunities. In essence, good design is good business.
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