“If you think good design is expensive, you should look at the cost of bad design.”

 

It’s safe to say that Lord Michael Bichard knows a thing or two about the subject. As former chair of the UK’s Design Council, he’s emphasized that design is about more than appearances. Design is how things work. That means it’s not something any business can afford to overlook. But the challenge with design is that it’s inextricable from experience. It shapes your customer’s perceptions before they even get to know you, and it’s still a factor after the first purchase. Each touchpoint becomes a reflection of your brand, so as challenging as it can be, it’s important to provide a positive and memorable experience every single time.

 

Design Is Aspirational

 

The good news is you can develop that experience each step of the way. Just as a mission statement outlines your team’s objective, your design systems and standards – your brand’s entire look and feel – communicate the kind of team you aspire to be. You already know what makes your team special, and design expresses that on an experiential level. Even in a competitive market, strong branding and design allow you to distinguish yourself just by being more of yourself. It taps into your customer’s imagination and invites them to see how that vision applies to themselves.

 

Design Is Detailed

 

Just look at Apple’s obsessive focus on packaging. They’ve designed a tactile experience that evokes a distinct sense of modern luxury – and that’s after a purchase has already been made. It’s the sort of detail that most other companies would neglect, but Apple recognized that it’s a memorable facet of the buying experience. They weren’t wrong: Unboxing videos are more than a niche interest on YouTube.

 

Design Is Meaningful

 

It’s easy to think this intense focus is reserved for major brands with international cachet, but that’s not the case. Design has a cumulative effect that benefits every business, because a brand is more than a logo or any single piece of collateral. It’s something you live. It’s the singular impression that comes from interacting with websites, ads, and packaging. The detail given to each of these signals a company’s values, as well as the kind of value they can truly provide.

 

Good design is a long-term investment. It’s something you shape at first, and it can shape your future in return. Contact our creative team directly and discover what that means for your team.