Clients can spend money on marketing or manufacture, but without design at the heart of a project it’ll surely fail, says Roger Mavity
Everything is designed, but good design makes a difference
When money is tight, get the design right and it will be easy to save on expenditure further down the line
The recession has barely started, so don’t cut back on spend now
No matter how much you spend on marketing or manufacture, your project will not succeed if you starve the design budget
The Millennium Dome was initially derided as an expensive white elephant, a lame-duck project, until O2 rescued it by creating a design to give it a sense of purpose as a thriving entertainment venue. Now nobody remembers the problems
Experts on branding (Jack Renwick), social design (Sophie Thomas), exhibition design (Lucienne Roberts) are joined by Ustwo design director Helen Fuchs, The Guardian’s digital director Ben Longden and many more.