A case for investing in design
Idea Killers Illustration by Scott C
I was speaking with a not for profit client the other day and was surprised yet again at their willingness to budget for printing but not for design. This is not new, you might say—and I would agree—but shouldn’t it be behind us then, as vestiges of the days where design was undervalued and its true power misunderstood? Whilst the tight budgets of certain not for profits certainly justify spartan spending, shouldn’t design be on the top of the list of judicious investments?
Design doesn’t save lives, it doesn’t change people’s minds and it doesn’t manufacture products, but one thing design thinking does do rather well is save money. Most would agree that design is problem-solving, but what does that really entail? To resolve an issue you must be able to:
1. explore the problem—by asking the right questions, examining different angles
2. explore the context—what are the sources and consequences of the issue, who is involved, who should be involved, are there precedents or similar situations elsewhere?
3. explore the options—how can the issue be broken down into manageable chunks, what resources or chain of events are necessary, how can defining and framing the problem facilitate its resolution?
If design thinking is applied consistently it can have far-reaching impact on three levels: strategic (goals), systemic (process) and practical (execution). Here are a few examples:
Strategic
1. planning campaigns and events to maximize results and target spending wisely
2. engaging with audiences, volunteers and stakeholders to identify the necessity for evolution or change
3. tailoring your messaging for precise audiences and calls to action
Systemic
1. improving processes & relationships within your organization
2. identifying redundant or inefficient workflows
Execution
1. increasing efficiency in the development and rollout of communications
2. leveraging expertise and relationships with suppliers
3. building recognition & trust with your audiences by maintaining a consistent quality and tone in your communications
Addressing even a few of the elements listed above would decrease an organization’s spending and at the very least increase its efficiency and reach. Viewed in that light, wouldn’t investing money on talent to bring that thinking to your organization make sense?
If you’re not currently working with a professional designer, why not? If you are, how do you currently benefit from the expertise of the designers you work with? As a designer, how do you convey the added value that design thinking brings to the planning and execution of an organization’s graphic communications?
NB See more of Scott C’s amazing illustrations
Great post (and site) Isabelle .
Like most designers, I have similar experiences. In the eyes of some clients, printing is essential (of course) and professional design is not. If there is somewhere to cut costs, it‘s in design. There is always a relative or friend that has a PC and a clip art collection that can do it for free or at least substantially cheaper.
I am successful in getting some of these clients to invest in design while others it is simply too long and difficult a journey to bring /drag them along. The clients that feel this way most often do not see design as a communication tool but as utilitarian device — ink on paper, text in columns, and photos in boxes, or as an exercise in making something pretty.
Taking the time to expose the creative process and goals opens the eyes of some clients. I think often we blame clients for not ‘getting it’ before we take the time to explain it. Sure, some shake their heads and walk away thinking ‘what a waste of money’, but the others start to ask questions, show interest, and begin to invest time and energy in understanding. This sometimes leads to a budget for design.
Articles like yours are great starting points for these conversations. Another good article is The Added Value of Design by Rachell Simmons (http://www.allaboutbranding.com/index.lasso?article=260)
Thanks for taking the time to write this.
Thanks for your considered response Steve. I agree with your points and I’m always eager to engage in a dialogue with clients where money isn’t the ultimate stumbling block. As you mentioned not all potential design buyers are able to do that. Thanks for your support and right back at you on the great site. ProcessedID is becoming a great resource as your ever growing list of followers can attest. Well done. (NB. Great article link!)
Leave a comment
Your email is never published or shared. Required fields are marked*
Please be constructive.