It isn’t just about your ‘branding’. A recent report by the Design Council analysed the statistics on how design affects business. Their report found that for every £100 spend on design, led to an increase in turnover of up to £225.
So, considering design for your business product or service can offer a great ROI.
Any changes which need to be made should be for the right reasons to improve the design, for purpose.
Examples of Good Design
When it comes to design there are many companies that we can learn lessons from. When a design becomes iconic it helps to make it memorable. Think about the classic Coca-Cola bottle. The design of the bottle is modeled around the cocoa bean itself and is instantly recognisable. Some even say that drink tastes better from the bottle and this is how Coca Cola has embedded the design in people’s minds over time.
How to handle the design process
When it comes to design, it should be handled like any other business process. Start with an identifiable goal. Is it to increase awareness? To improve the product, or to create a compelling call to action through advertising? Research should be carried out and ideas tested to start the process of design, before continual refinement.
Know the audience
Part of any design process should involve engagement with your audience. It’s important to really understand and continuously build for them and see how they may react or engage with the brand. This will help to shape the design around the needs of the audience.
As with any development process you want to continuously monitor. Referring back to the original project brief regularly helps to ensure that you are on target. Any changes which need to be made should be for the right reasons to improve the design, for purpose. Ensure that every change adds value.
Don’t be too clever
Designers love clever designs. An overly clever idea can interfere with functionality. We should be remembered for having a great design that compliments and importantly, adds value. Bad design choices may attract attention, but not the desired response.
Monitor the impact
Once a design is living and breathing in the real world, it’s important to measure its impact. Product growth, brand recognition and sales growth are important to monitor. It’s important to not be afraid to backtrack on design and make radical changes if it is negatively impacting the brand.
Importantly, investment in design is going to breed trust, credibility and likeability between the brand and its customers.