Why your Business Cannot Live without Design

Photo & Story by Jeremy Gotwals. 

Photo & Story by Jeremy Gotwals. 

One would think that having great design for your brand is commonplace. Every business needs a logo, business cards, printed materials, packaging and/or labeling, menus, letterheads, websites, and advertising. All of these things must be designed, professionally by a designer, and curated to taste, lest they appear amateur and stale. However common sense this may seem, for many people or businesses with great products, services, or thoughts to share with the world, having great design is often an afterthought. 

Recognition

Design is necessary for the presentation of whatever it is that you offer the world. Your product, service, or voice, may be outstanding enough to impress itself on the public enough to be recognized on its own - if so, I personally salute you, you must have an amazing thing. However, it's not likely. Even if you have the best brand of something in the world, a potential customer is not necessarily going to know that it's yours from two feet away, unless they can see that it's clearly yours. This gets deeper and more complex depending on the kind of business you run, or product that you have. Even if you're a law firm, and you do not have an iconic logo, people still recognize the name, and therefore, the way that name appears on your presentation must be bold. Even your name in Helvetica, Bold, should be arranged on your advertising by someone who knows design. 

Taste

On the note of recognition, but much deeper, is taste. Sure, you may sell coffee, and the taste of your coffee may be exquisite and recognizable without packaging. However, the look of what it is that you are providing should speak volumes on its own, about the taste that your company, or personal brand, is offering. This goes for anything that represents you, whether it's a postcard, a book cover, or even just a piece of paper. This also goes down to the very interior of your establishment or place of doing business. The taste of your establishment should be indicated in the way that the interior is designed. The way that the interior is designed should correlate with the taste of your printed and digital materials. Why would you spend $100,000 on the interior of your establishment, if you own an upscale restaurant, but not, by comparison, have designed materials that reflect the same quality?  

Emotional Connection

Your business or brand cannot live in the hearts of the public without establishing an emotional connection. Whatever it is that you do, or share with the world, it should be done in such a way that you establish an emotional connection with your public. If you are a business that prides itself on efficiency, people know that they can find peace of mind with your brand. Without symbolism, or the structure of something concrete with which your audience can connect to physically and tangibly, but also psychologically, you cannot hope to build that emotional connection and memory easily. Design is method by which this emotional connection can be planted, it is fundamentally a part of the experience itself. It transcends style, and enters into the realm of how your audience thinks, and feels. When they want a certain experience, or a certain vibe, they think of your brand; how it looks, how it feels, how it sounds, how it tastes, and there is a correlation between all of these factors in that person's mind. Design is necessary to build an emotional connection with your audience, in the way that they see your brand in the world and in their minds. 

Identity

Design is the foreground of the identity of every business. Taste, recognition, emotional connection, as well as many other factors, all collapse into identity. The taste of what you create and share with the world, or sell to the public, may indeed have established an identity of its own - but as stated in recognition, an equal part of that identity is the way in which you are presented. The way you present what you do is the same as presenting who you are, and great design is a part of all of that, down to the garments you wear. Myself, I tend to wear colors that are in sync with the tones of my brand. Even my shirts and ties all have a correlation with the colors we use in our branding. This is the level at which the design of your brand must be curated. Your business does not have a life without its identity. That identity can form itself over time. But ultimately, you must have a structure and a foreground on which to build it. Design is that structure. Hence, great design is an equal part of the infrastructure for the life force of your business. 

Value

Whatever you do for the world, or share with the world, it does not have life if it does not add value to humanity. The value of what you do speaks for itself. Intrinsic to that value that you are sharing, is what you have invested in that thing - be it time or resources. The worth of Investing in presentation and design of your identity as a provider of value is at least equal to almost any other investment you will make in your identity and services. Great design is the difference between bringing great value to people's lives, whereby those individuals who need you may connect and continue to connect with your products and services, or those individuals walking into the doors, or onto the website, of a less worthy competitor.  Great design not only adds value to your business - sometimes, great design is the value that you are bringing; and it can sometimes be the sole different between a great product and a lousy product. Bring value to the world, and to people's lives, invest in great design for whatever it is that you do.