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Value

Good design adds intrinsic value to products, companies and brands, and can be an investment that yields great return. Consider the story of an Amador County vintner who enjoyed a doubling of annual sales after simply redesigning the wine label. Case studies in this vein abound.

This is especially so today—we live in an age and a culture that places a high value on visual communication. Today’s media has an energy, a diversity of style, and a range of what’s commercially acceptable that is unprecedented in any other time in history.

According to business author Tom Peters, mistake number one (that he’s seen managers make) is treating design as a veneer issue rather than a soul issue. He says it’s a mistake to view design as something you do at the end of the process to ‘tidy up’ the mess, as opposed to understanding that it’s a ‘day one’ issue and part of everything. I have found the clients who understand this often end up achieving better results.