Commentaries

Creating Emotion. Delivering Value.

By Daniel Edwins on June 25, 2012

I was recently asked to give a presentation on the value of graphic design and to outline why it matters. The fact is that – especially in a challenging economy – companies and organizations are often tempted to take shortcuts when it comes to design, mistakenly assuming that a reduction in design quality doesn’t have any real impact on the bottom line.

Well, here’s the deal, folks: Nothing could be further from the truth.

Here are the facts: Companies that value graphic design have a great advantage over those that don’t, both in perception and in actual the-bottom-line-is-the-only-thing-that-matters revenue generation. For starters, it’s been well documented that companies that invest in quality design are generally regarded as being better organized, more stable and secure (read: more legit), and caring more about quality than companies that don’t. And few are the companies that don’t understand the value of these perceptions.

Don’t buy that these add up to sales / donations / investments? Here’s more: Businesses that value design don’t need to compete on price as much. Good design dramatically influences the likelihood of a purchase (some research suggests as many as 76 percent of consumers are most influenced by the visuals, messaging and overall appeal of a product or service). Good design has a huge effect on customer loyalty.

And from a purely bottom-line standpoint, this: Good design makes people spend more. (This is absolutely true: Customers responded to a well-designed sales effort by spending 28 percent more on average than those who faced a poorly designed effort.)

From the smallest, simplest postcard to the biggest, glossiest, most complicated sales catalog – and to every ad, brochure, website and pamphlet in between – we take design seriously because we know it matters. In many cases, it matters more than you think.

About Daniel

Daniel joined Neuger Communications Group in 2008. He is an experienced web designer and developer with a passion for creating functional and user-centered custom websites and mobile apps. He enjoys creating and employing websites and other technology-based solutions to help clients meet their goals. Daniel is a friendly guide for our web development clients, effortlessly translating tech-speak into language they can understand. Read More »

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