So, does design really matter? Let me make my position very clear… design absolutely matters. Whether it is aesthetic, functional, creative, process, innovative, intellectual, technical or applicational… design matters. While I have heard many a professional downplay the value of design, it has been my experience that most business people who espouse this opinion are commenting on something outside of their domain expertise in an attempt to justify a competing agenda or a position of ignorance. While this position may seem a bit harsh, it is nonetheless true. In today’s blog post I’ll examine why design matters.
What do you think when you experience poor design in your life? Are you likely to adopt a new software application that is poorly designed? When you are handed a business card that was printed at Kinko’s are you impressed? Are you likely to read a piece of collateral material that is poorly designed? If a newly implemented business process has design flaws, will employees follow the process or circumvent it? Is poorly designed consumer packaging likely to attract your attention as you walk down the shopping isle? When it’s time to purchase your next automobile would you give serious consideration to a poorly designed vehicle? I could go on ad nauseum with similar questions, but my guess is that you get my point…
Now let’s examine the flip-side of the coin by looking at the positives associated with strong design. When you think of Apple you immediate think of a company that has built a strong brand around quality design. It started with the Mac, then came the iPod and now we’re experiencing the impact of the iPhone. The iPod pioneered innovative design in the mp3 player vertical with great technical design, outstanding functional design, and is in a class by itself with regard to aesthetic design. Largely due to the iPod’s strong integrated design qualities it is the dominant brand in its class, commands a pricing premium, and has developed an extremely loyal and satisfied customer base.
When you’re evaluating vendors online, and you land on a poorly designed website, how long does it take you to click away from the poorly designed site in search of a better option? You can review virtually any industry, sector, vertical, or micro-vertical and when you examine the dominant brands you’ll find quality design at their core. While there are exceptions to every rule, they are few and far between when it comes to design. If you try hard enough you can find an aberration in just about any rule, but it will simply be just that… an aberration.
Also worth noting is that there is certainly a difference between value engineering and arbitrary cost containment. The next time you hear someone question an investment into design solely for the purpose of reducing expenditures, I would suggest that you think long and hard before doing so, as few things in business produce the return on investment that a reputation for quality design can yield.
Think about the marketing and advertising campaigns that get your attention, the clothes you wear, the house you live in, the cars you drive, the cell phone you carry, or any number of other decisions you make and you’ll find that design plays a key role in your decisioning… Design Matters!
Mike Myatt, is a Top CEO Coach, author of “Leadership Matters…The CEO Survival Manual“, and Managing Director of N2Growth.