Creating A Great Design: Does It Really Matter?

The dispute has been going on since time immemorial and issues still are being raised

whether there is really a need to have a great design when it comes to creating a marketing campaign to promote ones business. It has been said time and again that in order to have effective marketing tools, a business owner or marketer should always incorporate a good design in the marketing efforts.

But does design really matter when promoting ones business? Can a good design really make a difference on how people perceive a business? Does it really play a major role on having a marketing strategy that is effective in convincing the target clients of the business worth and value?

Design matters

Ever since the introduction of promotional tools in the market, expert marketers have tried to convince you that a good design can significantly improve your image to your target market. Thats why it is crucial that you create one that can stand out to get noticed. That is why you have your logo in your letterhead, memo pads, notepads and business cards. In fact, you have your design engraved in any marketing tool you decide to distribute in the market.

Any designer who has earned his or her degree knows that the basic principle to an effective marketing collateral that gets noticed is in the design. It is a basic principle that in order for you to effectively communicate with your target clients so you can improve on your sales and profits, you need to have a good design.

Or is it?

Though this principle has been in the market for so long, many are still skeptical whether a good design can indeed add to the business owners bottom line. There is still a lack of evidence to support the claims. In fact, designers have always been struggling to get the message to their prospects themselves. Theres just no concrete evidence to back up the argument that it easily crumbles when faced with problems.

Companies still are in a quandary whether they should invest or not in improving their visual attractiveness to their target clients when they dont see the results of their investments.

Until 2004. Finally, a study was made to provide a concrete back up to the claims that the use of a good design can indeed improve on the financial performance of a business. The study finally recognized the contribution of good design to an improving and growing bottom line of the business. The proponents of the study stated that out of the 166 companies that got involved in the research, 63 were able to recognize that good design is effective in helping the user gain the results he or she wants.

In addition, there was also a business survey conducted in 2005 among 1,500 companies from different sizes and sectors. It was found out that good design was used and applied to marketing to improve and expand the companies capacity to make sales and gain profits. It was found out that those companies using good design to enhance their marketing efforts have grown faster than their competitors. In fact, in an in-depth research, the fastest growing companies are those that make good design an integral part of their business operations.

The results definitely confirm the impact of design to the overall output of the business. From the sales to the profits, and to the market share and competitiveness of the business, the study shows that good design indeed matters. Good design ultimately improves on the bottom line by providing the business with the opportunity to develop better products and services that can compete in the market based on value rather than on price.

by: Robert Johnston

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