why does design matters?

Why is design important?
Simple, design makes a difference. Both, in terms of the positive reaction people have to things that are designed, and in terms of your profit margins.

Look around you. From your house to your toothbrush, absolutely everything is designed. What differentiates one thing from the next is design. Why do you buy one item versus another? Because of its design. In visual communications it is no different. What will make your project stand out from the pile—and meet its objectives—is design, excellent design.

Why hire a designer?
A designer is a professionally trained*, visual thinker who can offer you a broader view of your project needs, as well as an array of innovative solutions to them. As opposed to someone who will always offer you "what you want." More than often "what you want" and "what you need" are very different things.

A designer generally has in depth knowledge of design, the various printing methods and techniques and the experience to effectively manage all the details of your project from inception to execution. Using a professional designer will help you avoid costly mistakes and save you money in the long run.

*Professionally trained means a designer who understands the use and importance of fonts, color, structure, hierarchy, weight, balance, contrast, paper, printing, etc…and has the education and/or experience to back it up.

Should I hire a marketing firm or a design studio?
Although many good designers are knowledgeable of marketing principles and trends, the majority of designers are not marketing professional (MP). Similarly, most MPs do not have the trained eye of a designer. So who should you hire? It is not a matter of either/or. Both bring valuable skills to your project. Generally, it is a matter of budget. If you can afford both, do so. But if your budget is tight, a designer who can define the visual strategy for your project often will yield better results on your return of investment.

There is a difference between a trained designer and a desktop publisher (DP). A DP is someone who knows how to use publishing software and may have a excellent production and technical skills. But because of its lack of design training, generally will use stock-everything (e.g., layouts, images, logos) on your projects. A DP is a production specialist but not a designer. On the other hand, most designers, additionally, are also excellent production specialists. Who would you prefer to hire, the person who designed the VW Bettle or the person(s) that put it together? A designer will be able to innovate and customize your project, while a desktop publisher will not.

Read from others about the importance of design:
Graphic Design as a strategic Business Tool (from AIGA)

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