Well done the chaps at the Design Council. Real hard evidence such as that in its recent annual report will help designers illustrate the effectiveness of design and it will also enable them to sell to clients who are cynical about the potential of design.
The fact that the report is being made available in PowerPoint for the first time – allowing designers to use this in presentations – is a terrific bonus.
It would be great to see more research of this kind into design effectiveness and its commercial relevance to companies. Those working in the design industry already know that it enables companies to differentiate themselves in a crowded marketplace, positions products and services, promotes recall and loyalty among consumers and can de-commoditise a product and deliver brand value. Now let’s get the message across to all of the people who need design to improve their bottom line.
Joint managing director
Richmond TW10 6DF