The value of design on your business

In the business world, when talking about design, there are two types of businesspeople: those who understand the value that design has on their business, and those who don’t.

It has become a standard for a business to have a logo to represent it in the market. This is usually the first thing that an entrepreneur looking to start a business does – – have a logo designed followed by various other elements that would define their brand identity with time. This phenomenon has massively become part of the psychological makeup of the business world, so much so that a business lacking a logo would easily lose credibility, even risking financial loss. Of course, we are only using a logo as an example to drive the point home. But the concept applies to design as a whole. If having an identity is so crucial for the operation of a business in the 21st century, then how is it that some business owners/entrepreneurs fail to see the monetary value this seemingly important aspect has on their business? The answer is simple; determining the value that design adds to your business is quite obscure. So in this article, we will discuss this and try to decipher ways in which revenue grows as a result of well-thought-out designs.

Often a job well done by a skilled designer would result in a product that is not only appealing but also very simple and most importantly, tells a story. The simplicity may lead the client to perhaps think that they could do the project themselves, and achieve the same result. What this does in the client’s mind is effectively undervalue the work done by the designer. After all, who wants to pay for something they feel they could do themselves? When an entrepreneur/businessmen start to think they can take on the role of the designer, such a line of thought paves the way for possible failure.  What they don’t take into account is all the trials and errors that the designer may have had to fight through, the failed concepts that played a major role in the build-up to that final, glorious result that eventually won the approval.

Those who lack knowledge and appreciation for good design usually don’t see the need to invest healthily in it. These wouldn’t mind giving such an important responsibility to the lowest bidder on the internet with zero credibility at all while expecting high-quality, groundbreaking work in return. The problem is that when the result is not seen because of bad design or at the very least expectations are not met, the entire creative industry is devalued as a result. They fail to realize that quality costs and that those creatives are essentially paid to think critically, strategically, and out of the box. You can learn how to move a pencil on a canvas, but that does not automatically make you an artist. You can learn how to use Photoshop, but that does not automatically qualify you as a designer. This calls for a more realistic approach and reasonableness. Businesses that understand these fundamental concepts make informed decisions and as a result, enjoy lots of success stories.

It starts with a blank canvas.

Design alone makes a small part of a successful business. There are various other factors to keep in mind such as a well-thought-out strategy, good management, and a qualified team among other things that add weight to a business and build it to become a well-known and loved brand.

Though the aforementioned factors play a big if not huge role in making the company what it is, design is one of the elements that form the core part. In other words, if customers or end-users were asked what perhaps connects them to a certain brand, the 1st thing that would come to mind is most likely the company logo. Why? Because a logo is a business’s first line of representation — a bridge if you will. This would also depend heavily on how well the brand is known. Think Apple! One of the major things that make people resonate so well with certain companies is how such entities portray themselves visually through their exceptional use of design. These visual appeals, whether robust, minimalist, or energetic are communicated to the target market and if done consistently, the effect it would essentially have is to tune the psychological perception of such individuals to that brand. With that said though, a business is limited in how much control it has in directing the general perception of the public regarding its status. One individual may see the company a little differently from the other depending on their experience and interaction with it. Nevertheless, the business plays a huge part in laying the groundwork on which its target market would build its perception. Of course, good design aids in this regard in more ways than we can describe. But it doesn’t stop there. In addition to powerful designs with the potential to evoke emotions, when a business follows through with this newly created perception and communicates quality in the manufacturing of its products/ service delivery and customer support, the result is an enterprise that could positively be positioned on the high end.

Great examples of popular companies that understand the power of professional visuals and have expertly used them in creating a premium perception of their brands in the minds of the general public are Fortune 500 companies like Apple, Coca-Cola, and Google just to name a few. These are some of the brands that don’t take chances when it comes to communicating their message to their clients through design. This as a result has gone a long way in structuring them and firmly establishing them as forces to be reckoned with. Of course, you don’t have to be an Apple or Google to take a vested interest in meticulously planning and understanding the kind of impression you want your company to have on your target market, and then taking stringent measures to ensure that every project related to your overall image is well-executed to a T. Once you come to that realization, it’s probably time to seek help from a credible digital agency to guide you in this regards using best practices.

The purpose of this article was to help you self-diagnose to help you understand yourself better. Everything having been said, which side of the fence do you stand? Are you convinced that good design affects your bottom line or do you believe it’s just a trendy fuss that will eventually pass with time? That your company survive with or without it? Of course, the concept of survival is subjective, and different people may have different interpretations of it. But in the business world, you just don’t want to survive. You want to make it. You want to be recognized for what you do and be acknowledged or you will always live on the edge. If you own a business or are just thinking of starting one, this is an area that deserves lots of attention and planning. Many have made the mistake of neglecting it and have paid the price with their bottom line.