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.