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NEW YORK—November 15, 2011. How do we measure the
success of design’s impact? And more important, how can designers be equipped
to describe the effectiveness of communication design? This year AIGA
challenged designers to answer these questions by entering “Making the Case,” a
competition awarding honors to case studies that demonstrate the value of
design in a clear, compelling and accessible way. Honors were awarded to nine outstanding case studies for the inaugural competition held
by AIGA, the professional association of design. An esteemed jury comprised of experienced designers and educators made their final selections from the nearly 60 case studies submitted.
While designers are often tempted to base the success of a design on whether the client is pleased, they are typically one step removed from tracking more objective measures of success simply due to the nature of traditional client-designer relationships—where ongoing reporting happens primarily on the client side.
But that needn’t be the case, explains Richard Grefé,
executive director of AIGA. “Designers should absolutely be asking these
questions and continuing to follow up with clients after a project is
implemented. Through challenges like ‘Making the Case’ we can begin coaching
designers on how to measure their success—what questions to ask, what metrics
to track, and how doing all of this can help prove the effectiveness of their
work to existing and prospective clients.”
AIGA’s goal for the competition is to encourage the
development of a public archive of examples documenting how designers, through
their approach to solving problems and their execution of exemplary design
solutions, have created value for their clients, their audiences and society.
“These case studies are great tools to explain the value of
design to non-designers, including brief explanations of challenges, approach
and actual metrics of effectiveness,” added AIGA’s director of competitions,
Gabriela Mirensky. “If you thought that case studies are only worth developing
for mega projects, you’ll be pleasantly surprised at the wide array of projects
Designers, in-house design teams and independent design studios will also find inspiration within the collection, which AIGA plans to
grow by holding the competition annually, beginning again in early 2012.
See all the case studies online at aiga.org//Making-the-Case-Selections/ where visitors are encouraged to comment and share.
AIGA is the professional association for design, a nonprofit
organization dedicated to advancing design as a professional craft,
strategic tool and vital cultural force. Founded in 1914, AIGA
today serves more than 22,000 members through 66 chapters and 200
student groups throughout the United States. AIGA stimulates
thinking about design, demonstrates the value of design and
empowers the success of designers at each stage of their careers.
Learn more at aiga.org/about.
For further information, please contact: Jennifer
AIGA | the professional association for design
Tel 212 710 3136 Fax 212 807 1799
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