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.

We live in an age and a culture that places a high value on visual communication

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.

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