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  • Why Design?

    What designers offer to clients is a way of thinking. The “Why design?” booklet outlines the role of design in business strategy. It seeks a common framework for why design adds value to clients' interests. The booklet is written for our designer members, to provide some core messages for which we can create a common chorus. It defines the power of Designing, a larger concept that includes strategy as well as artifacts across a variety of disciplines.

    AIGA created an online archive of case studies that demonstrate the value of the framework through real-world projects. Contribute your own to the current Why Design section.

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