Why is Design Valuable?

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Excerpt from "The Strategic Designer" by David Holston

DESIGN AFFECTS CONSUMER BEHAVIOR
Design motivates consumers by creating a perceptual value. It is often a consumer's first impression of a product or service, which establishes the relationship.

DESIGN IS A DIFFERENTIATOR
As a competitive strategy, design offers a way for firms to differentiate their products or services from their competitors'.

DESIGN CREATES MEANING
Design communicates value and helps consumers comprehend the product or service.

DESIGN AS A PROCESS MANAGES RISKS
Design process offers a structure that takes into account the strategic purposes of the communication being developed. Process aligns the client and designer, offers opportunities for collaboration and innovation, and manages risk by creating a common understanding of goals, roles, and a structure for diagnosing problems.

AIGA Alaska

I am honored to have recently been recognized for the design of Creative Alaska, published by the University of Alaska Press. I am deeply grateful to UAPress for the opportunity.

Creative Alaska was awarded a Silver in the Communications category in The Big One 2016, AIGA Alaska's annual design competition.