I came across this very interesting article about how artist (and designers) can improve a business. As a marketing-oriented graphic designer, I just have to repost this article so other people (specially non-designers) may realize the value of our work.

“How can design thinking improve the Philippine business landscape? Consider the following scenarios:

1. Sales down. Customers no longer seem to purchase your products like they used to. You lower your prices.

Design Thinking: When was the last time you had brand audit? Not to be confused with market research. Picture is as a detailed CAT scan of your brand that will spell out whether it continues to mean something to your target market and whether your brand has any bearing in their purchasing decisions.

2. You notice a new player in the market with a product similar to yours, taking your customers. You lower your price.

Design Thinking: Consider user experience mapping. Like a fly on the wall, designers use their sharp observation skills to map your customers’ journey in and out of your company’s area of influence. Is the experience satisfactory? Is your company communicating the correct message at a time the customer needs to hear it. Designers are in the best position to find ways to lure clients (and their wallets) to your company, whether it be by changing the color of your carpets, the look of your website or your products themselves. Don’t be afraid to get feedback on your customers’ experience.

3. Sales are okay, but not growing. You wait and see.

Design Thinking: Do you look at trends among your competitors? You’ll be destined to follow them. R&D needs to be part of your business practices. A research and development department is costly to set up and manage effectively. Designers will gladly and competently scan the universe for technologies or trends which are brewing out there and could, in the short or long term, beef up your company’s revenue. To improve the packaging of light bulbs, Philips designers study, among many things, the packing of potato chips.

Obtaining relevant value from design goes beyond printing brochures and making websites. The discipline of design can have a powerful impact in your company’s bottom line if it is used strategically, and not as an afterthought.”

An excerpt from:
“How can artists improve your bottom lines”
by Leon Cruz Araneta
Philippine Daily Inquirer