Premium design is an investment – not an expense.
Premium design will grow your business if you treat it as an investment rather than an expense and you ensure it is managed correctly over time. In terms of commanding instant perceived value, a competitive advantage, and substantial market share, design matters a lot more than you may think.
In order for new or existing businesses to grow, all aspects of a company’s visual communication must appeal to potential customers as much as is possible. Businesses have, in some cases, only a split second to convince a customer that what they can offer will not only meet but exceed their expectations.
These days consumers make vast assumptions about what a business has to offer just by looking at their logo, website design or sales brochure. If a brand doesn’t immediately engage with a customer, then the chances are they will look elsewhere. It is a simple fact that investing in good design and correct brand positioning will yield a financial return far in excess of the initial investment, providing that it is managed correctly over time.
Design is not about pretty pictures, and it is not an easy process. The idea that anyone can do it is seriously misguided. In fact bad design is potentially more damaging to your business than having no design at all.
If you think good design is expensive, you should look at the cost of bad design.
– Dr.Ralf Speth. CEO Jaguar
How much does it cost? Good design is expensive, and it’s expensive for two reasons:
1. It requires a great deal of skill and understanding.
2. It requires years of experience.
It is a fact that when BP re-branded their corporate identity from the “Shield” to the “Sunflower”, it cost them R2,409,927,485.58 This huge amount of money was spent by some of the most highly respected business people in the world, whose prime concern is bottom-line profit. People like this don’t make business mistakes on this scale.
The reason it costs so much is due to the amount of research, understanding and experience that goes into working out what the new logo has to represent, and what it ultimately has to look like. Take the Orange Telecom logo for example, it’s simply an orange square with the name at the bottom. The design is simple and won’t take long to do, but knowing that it has to be an orange square with the name at the bottom – and being right about it – is where the money goes. And that is where the return on the brand investment lies.
No matter the size of your business, it’s imperative that you buy the best you can afford. It’s a long term investment with high upfront costs, but as long as it’s managed correctly over time it’s worth every cent.