Whether you realize it or not, design affects your decisions every day. No longer considered an artistic endeavor, design has emerged as a fundamental way for organizations to differentiate themselves in a crowded marketplace.
More than that, design plays a key role in making content appealing. Here’s the big insight: great design translates into great content. And when your content really connects with your audience, that’s when enduring experiences happen. These deeper experiences are what create loyalty and ultimately boost revenue.
This isn’t just a nice theory. Companies that employ design as a core competency are literally reaping the rewards. The Design Value Index (DMI) reported that design-driven companies have outperformed the S&P Index by 219% over 10 years.
And according to a study from Forrester on how creativity impacts business results, companies that foster creativity enjoy greater market share by a factor of 1.5 when compared to their less creative counterparts, and those companies that embrace creativity achieved revenue growth.
Paul Nicholson, senior vice president of print and broadcast at Showtime, recognizes the need for exceptional, personalized content in driving brand value. “The quality of our print and broadcast promotional content—from interstitials, press kits, consumer advertisements to out-of-home, viral video and interactive web ad units—plays an important role in distinguishing us as a premium network and destination for great original content. Design is at the core of everything we do to create a consistent customer experience, and influence positive brand perception.”
Becoming a design-led company requires a serious dedication to the user experience. This includes a solid understanding of the many ways that customers engage with your brand—from websites and print collateral to wearables. These experiences do more than simply engage audiences. They build and nurture deeply rooted personalized connections.
