Measuring Design...To Improve Your Bottom Line

In the past decade, we've witnessed a sea change in the way the business world regards design. But even as leading brands embrace the "good design is good business" mantra, neither designers nor business leaders in the U.S. have been able to produce a measurement for calculating how investment in design actually translates into profits.

Design professionals in the U.K., however, are taking steps to connect the dots between design and profitability. The London-based Design Business Association is leading the way with its annual Design Effectiveness Awards, which recognize design work not on its visual merits, but on how it meets the client's business objectives. Founded in 1986, Design Business Association, promotes good design as a business strategy and recognize, communicate and reward the integral role design plays in commercial success. They do that by fostering productive relationships between commerce and the design industry, and promoting professional excellence in the design industry.

The Design Effectiveness Awards recognize projects that can demonstrate the design's tangible effect on the client's business, by using commercial data as a key judging criteria. They ask entrants to present proof beyond any doubt that the client's business problem was solved by the design solution. Were sales targets outperformed? If so, by how much? Was company turnover affected? Did the company's share price go up after the design was complete? Did the new design cut print and production costs or otherwise impact profit margins? What are the numbers? Did the design have social implications? What are they? How long did it take for the design work to deliver a return on investment?

Here's a case study: Mann Investments saw a share price rise following the launch of hedge funds because the design of their communications materials was so clear that it made the topic more understandable to the market. In this case it's not about recycled paper or saving money on printing; it's about knowing what the client wants the takeaway to be. This requires design agencies to really understand their clients' needs and design to generate whatever outcomes the clients want.

Where we find a lot of design/business partnerships trip up is in basic communication—
For the designer to develop an effective solution Here are five helpful tips.
1.) Challenge your designer to solve your business problems.
2.) Specify to your designer the problem to be solved, and any parameters for measuring success.
3.) Know your targets the designer need to deliver on.
4.) Focus on your outcome.
5.) Keep the conversation on business goals.

Go Green with your printing.

Did you know that your company can go green with printed materials and not jeopardizing your pocketbook or your design.  It used to be that going green meant printing on a brown paper bag, not anymore. In today's market you can pick from an assortment of colors, textures and finishes with your papers and inks. The industry has produces soy based inks, that are great for the environment. You probable didn't even realized that you have received items that are environmentally friendly.  So next time you go to print, see if it is green.

For more information contact SC Design at: 707.576.7978  |  scdesign@sonic.net

Online Forms

Did you know at SC Design, we can take your forms and make them into "online forms".

We provide a service of taking a word document, scanned document or a PDF file and create them into an "online form". This gives you and your clients the option of filling out forms straight from a computer. 

It's quick... it's easy and it's paperless!

call us at (707) 576-7978 for more information.

Learn About Your Non-Buyers,

Too many marketers spend all their research time and money learning who their buyers are and why they act as they do. They should, instead, spend their resources learning why non-buyers don’t buy. The direct marketing universe opens up dramatically once you understand who might be a buyer but hasn’t been (1) reached at all or (2) reached properly.

                – by Herschell Gordon lewis

Why People Buy

When you sell a product it’s not only important to know who bought it, but also why they bought. What motivated them to buy your product, what motivated them to buy your product over your competitor’s product, and what you can do to motivate them to into a repeat purchase in the future. Almost every significant purchase made involves either saving money or time. If you can include one, or better yet, both of these powerful motivators in your offer, you’re success rate will likely increase. When people feel like they are saving money they are more inclined to make a purchase immediately rather than put it off and eventually forget about it. This is especially effective with limited time offers that initiate action within a certain time frame. Demonstrate that your product or service can save them time, make them more efficient, and allow them to get more business done during the day and you have a winner. Integrate these two buying motivators in the same offer and watch your direct marketing campaign soar.

Finding The Right Printer

When searching for a commercial printer, it's hard to know whether to base your choice on price, location, reputation or some other magic ingredient. It can be one of the most daunting tasks facing designer, let alone a business owner. Getting quality results on time and at a competitive price is difficult enough, but many of today's commercial printers tend to focus on market niches, making it even more challenging to find the right printer for a particular job. To manage a range of print jobs with optimum price and results, it helps to have a general knowledge of all of the factors that affect cost and performance, as well as an understanding of how the printing industry works. It is a good idea to have a graphic design firm handle the printing need for you.  At SC Design we pride ourselves on our printing experience and services that we provide our clients.

The Art Of Coke

To celebrate the upcoming Beijing Olympics, Coca-Cola commissioned 8 Chinese creatives to design limited-edition aluminum bottles. They also paired each bottle with a specially created song from recording artists around the world. You can download the songs and see all the bottles at the Coca-Cola WE8 site.
One themed bottle is scheduled for availability in each of the following markets:  Australia (“Happiness”), Belgium (“Peace on Earth”), Brazil (“Global Harmony”), China (“Healthy World”), France (“Individual Perseverance”), Great Britain (“Uplifting Moments”), Greece (“Human Collaboration”) and New Zealand (“Active Optimism”).  All eight bottles periodically will be available in the United States at selected Simon Malls around the country.
  – How, Megan

Graphic Design Museum

On June 11, Her Majesty Queen Beatrix of the Netherlands will open the Graphic Design Museum, Beyerd Breda, the first museum in the world to focus specifically on graphic design. This institution will serve as a museum, knowledge centre, learning environment, visual culture boutique, design café and production company. The Graphic Design Museum will provide an international podium for established designers and a showcase for new world-class talent. The opening will be broadcast live on the museum site.

  – How