Question

Topic: Branding

The Impact Of Good Design

Posted by Anonymous on 7/13/2004 at 12:46 PM ET 280 Points
You take an ugly old logo and "brand elements", you tweak it, make it far nicer, change packaging, change literature, update the website. It all "looks real nice", but is there any measurable way to say "good design makes an impact on a business." ??? What role does good design play in the decision making process for consumer and business buying?
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RESPONSES

  • Posted by SteveByrneMarketing on 7/13/2004 at 1:30 PM Accepted
    I really like this topic.

    Early in my marketing career, I read “The Design Dimension” by Christopher Loren (you can get a used copy from Amazon). It was a real eye opener to understanding that good design WAS a marketing strategy. Basically the book’s POV is that good design is the key differentiator that marketers are always looking for. People feel better about using well designed products. They look and feel right – ergonomics, they imply quality of the entire product and they are different from the competition.

    There are many case studies – Volkswagen, Honda, iMac, Sony to name a few. Most started with good product design and carried the quality elements of design over to branding with name, logo, packaging etc. Even the TV and print ads, “Think Small” or “Simple” were possible because the product design spoke for itself.

    So, the impact of good design is increased sales and marketshare. Consumers, and even business, are more likely to buy quality “form and function” design over a lesser quality of design so long as the pricing doesn’t get out of line.

    Check out the Industrial Designers Society of America www.idsa.org

    Also, check this link to previous related question

    https://www.marketingprofs.com/ea/qst_question.asp?qstID=1463


    Hope this helps
  • Posted by SteveByrneMarketing on 7/13/2004 at 3:25 PM Member
    Ooops, not myself this morning, I read into the question good design would include product design and not just packaging design or graphic design generally. I think good graphic and other design does have a positive impact on sales and there are probably studies that would support this claim.

    Try this link:

    American Institute of Graphic Arts www.aiga.org/
  • Posted by Deremiah *CPE on 7/13/2004 at 7:38 PM Member
    Nyerjhi,

    Good design does effect how we respond to it just as something badly designed effects how we respond to it but can it be measured is difficult to say. People sense a good design, customers feel it but like a good work of art it's hard to measure in tangible results even when we have hundreds of people who like it. I think this is because it has a spiritual quality. Trying to measure good design is like trying to measure the color of the wind. Is there anything else I can do for you?

    Your Servant, Deremiah, *CPE
  • Posted by SRyan ;] on 7/14/2004 at 3:24 AM Member
    Nyerjhi, if I'm looking at an ugly old logo (not to mention ugly old packaging, literature, and website), as a consumer I'm going to distrust the quality of the company and its products. A company that can't or won't keep its image up with the times doesn't inspire confidence in me. Should I expect their products or services to have value today?

    Even ancient businesses can put some polish and shine on a traditional or "old-fashioned" brand image. Think of Wells Fargo or Coca-Cola, for example!
  • Posted on 7/14/2004 at 9:46 AM Accepted
    I love these responses! I started my career as a graphic designer. I found that I loved the part that happen before my pencil hit the paper, so now I'm a brand strategist.

    Tangible ROI? Not sure about that one. Somewhere in my office, though, I have some studies about the impact of design on business.

    You might want to check with the AIGA.

    When I'm talking to people about the impact of design, I will tell them that it's like so many intangible parts of brand. First of all, I define brand as a claim of distinction. That's the short definition. But, then we all know that it's that feeling...the set of attributes that define an organization and it's delivery of promises. For instance, culture is a part of brand. People make value judgements about an organization and it's offerings based on all of the intangibles. Design is a key part of that, like culture. The average person may not understand that what he is seeing is "good" or "bad." But, he will take the visuals (and writing style and...) into that bundle of attributes that helps him form his opinion.

    Beyond whether design is "good" or "bad," is the importance of relevance. A Cal Arts look for a hyper-conservative company isn't a good look.

    I hope I've made some sense at this hour of the morning!
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