The Salak Group : Stragic Communcations and Research

Design is an oft-misunderstood if not underappreciated aspect of business strategy. This is understandable. After all, "design" is a very broad term. It can mean different things to different businesses. It can also vary in quality from one designer to the next, calling into question design's utility.

Within the design umbrella, the rather clearly delineated practice of corporate communications can be as misunderstood as the broader notion of design. But business managers would do well to appreciate the value that good design can offer. This understanding can help them make more informed choices and get more out of their design investment.

All organizations need design because all organizations need to communicate who they are and what they do. But design can and should do more than convey clearly a firm's message. Effective design should enhance that message. Graphic designers who limit their work to simply presenting the client's raw information in an aesthetically pleasing way are not doing a proper job.

But unsuccessful design is rarely due to the designer's failure alone. More often, it's a result of poor client-designer communication.

The decision of how important design is to a particular company--how much to invest in design--is not up to designers. This is left to the company's marketing, business development, product and executive leaders. Consequently, these decision-makers need to be able to identify and articulate their needs and expectations. They also need to listen to designers' opinions if they hope get the most out of their design investments. Designers, in turn, should be highly engaged and eager to understand the client's business. Ideally, the designer and strategists should work hand-in-hand in order to drive effective work.

Graphic design, both in print and on the web, can be a powerful and cost-effective means of focusing and strengthening an organization's message. Graphic design, however, is not a matter of aesthetics or style; it entails thoughtfulness, understanding and insight. Design should add more punch, layers and substance to a message. The very form the design takes can convey concepts, ideas and added meaning in overt and subtle ways. It is a pathway to communicate more effectively than with raw words alone.

At first glance, bad design doesn't seem to cost as much as good design. Ultimately, it is a lot more expensive because it doesn't deliver, undermining any chance of securing a decent return on a client's investment in graphics.