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.