Design is a potent strategy tool that companies can use to gain a substantial competitive advantage. Yet most companies neglect design as a strategy tool. What they don't realize is that design can enhance products, environments, communications and corporate identity. 1 Effective design is invaluable in helping a company or its products reach full potential in the marketplace. In addition to projecting a company's unique assets, positively distinguishing it from competitors, good design facilitates many benefits including a higher level of internal morale, greater public recognition, higher standards of performance, better recruitment, and in turn higher productivity and profitability.
Good design is good business.
A detailed, objective appraisal of these components, individually and as a unit, is central to evaluating design needs. A review of the visual presentation of competitors may also be in order. As professionals, graphic designers are communication strategists who combine aesthetic judgement with project management. A responsibility exists for both client and designer to define precise the scope of work at the outset. Changes mid-stream have an adverse effect on the process.