How to measure design's contribution to business growth

Joanna Seddon

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Design matters for businesses. We know that intuitively. But the impact of design is notoriously difficult to measure. And, as a result, design is not highly regarded by companies. Senior executives regard spending on design as pure cost, an expense, and too often, as an unnecessary indulgence. Corporate identity programs are talked about as "wasting money to stroke the CEO's ego". 

So, companies put off changes to identity, packaging or product design. The cost implications can tempt the most image conscious companies to leave a design around so long it becomes old and stale, or even worse, part of the furniture, too familiar, and invisible on the shelf.