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  • Why is Design Profitable?

    Consumers are unknowingly involved in daily design decisions. Every time they choose one book over another based on the cover, for example, they have made a design decision. Whenever they choose an app rather than another based on the ease of use, they have made a design decision. They may not be able to articulate why one product is better than another, but they recognize quality when they see it.

    Yet when it comes to their own business—whether in the public or private field—they often don’t experience design as a positive contribution to their work and prefer a “do-it-yourself” approach. Most entrepreneurs, in fact, think that technical skills are synonymous with design skills. The rationale behind this thinking is that if designers can use a PowerPoint template to make a presentation, they can certainly create, say, the company’s annual report or e-newsletter. To them, designers’ technical skills equate to communication: if they can type letters, then they can communicate a message.

    This way of thinking sometimes leads to getting rid of the in-house communication department in times of need or tasking any employee with design projects. Unfortunately, this doesn’t work. You can find evidence in the abundant pile of communication tools such as business cards, brochures or mailers, to name just a few, that get discarded every day. Communication flawed with too much information, lack of alignment or poor hierarchy of information rarely makes its mark.

    Good design plays a central role in championing, advancing or popularizing a product, service or cause. It imbues commercial projects with depth and meaning, not just beauty. It informs every form of communication with grace and function. It provides smart solutions to address daily problems and profoundly influences our world.

    Designers are individuals who have been trained in or have an interest in aesthetics and functionality. Like others, they help make the world a better place one humble project at a time. But, unlike others, they have also been trained to create things that are seductive, provocative or graceful but still fulfill their function efficiently.

    Skimping on design is never a good idea if you want to leave distinct imprints on people’s lives. Because good design can define a great product, service or cause (and create the consensus that will recognize it) why would you want to miss the opportunity to inform, challenge or stimulate our world with what you have to offer?

    About the Author: 

    I am a Graphic Designer with a passion for creating engaging content and bringing a lot of inspiration and experience from the editorial field into graphic design. In a very rewarding career through editorial design roles in diverse industries, I have had a measurable impact on revenue, market penetration, and product innovation.

    Primarily focused on completely new ways of doing editorials, I excel at creating designs that generate interest while capturing the heart of the storyline. Specifically my expertise includes conceptualizing and integrating design solutions across digital, direct and print from creative brief to final delivery.

    I am highly experienced in creating and managing style sheets and master pages; and crafting responsive, immersive stories and templates that have been recognized as important tools in advancing my client’s agenda.

    I thrive on challenge and challenging people; I have an upbeat and collaborative attitude. My expertise helps companies deliver on their promise to make the world a better place, whether it is a product or a service.

    This post was submitted by an individual AIGA member and may have been published without review. It does not necessarily reflect the views of AIGA as an organization. Please notify an editor if you notice information that is incorrect or in violation of any copyright or trademark. AIGA members may submit posts here.
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