Today I wanted to make an argument. That is, why I think an investment in design is critical to marketing and ultimately business success. As a designer for over 30 years, I may be perceived as biased. But I am also a business owner, marketer, and consumer. At this point, I can tell you this with absolute confidence: An investment in design in your business isn’t optional. It’s a thread that supports and spiders into every part of your marketing and organization. Without an investment in thoughtful, high-quality design, even the most compelling strategy, tactic, or message can fall flat. Without intentional design thinking, your customer’s experience with your brand may leave them disengaged, or simply uninterested. Without an investment in great design decisions, customers may simply have a first impression of distrust or confusion and leave forever without ever reading a word.

Design is a critical part of marketing because it goes far beyond just aesthetics to influence how customers interact with and experience your brand at every level. It's an unspoken message. It's a vibe. It’s an emotion or a feeling that can be good or bad. Design can actually be helpful or deeply hurtful. At its core, the process of design is about effective communication that's, no pun intended, designed to accomplish a lot. Great design ensures that every interaction with your marketing, products, tactics, and brand is seamless, intuitive, enjoyable, and productive. Without great design, failure in your specific goals is more likely than not – and this may just extend to the success or failure of your entire business too.

Are you ready to come along and hear more? ... Let's jump into it!