We all know that design matters…
We don’t have much scientific data to prove that claim, but on an intuitive level we all kind of get it.
People are attracted to beautiful things… Food tastes better when it’s in a fancier package… And beautifully packaged goods can easily be more expensive…
Also, when you’re a new brand, and you're trying to get somebody's attention for the very first time...
The packaging is one of the most important things to get right. Why? Because it’s going to be the precursor to somebody actually trying the product.
And it'll impact everything. From how they’re going to feel putting, say, that bottle on their table, serving it to their friends, or ordering it in a club or at a restaurant… right up to the taste of the wine, or beer, or whatever, that’s in that bottle.
However, even if we feel design is important… its impact on the revenue is hard to prove.
And when you’re in a business where your end result is hard to prove…Such as the effect of the design on sales…
How do you go about proving your worth in conversations with your prospects? Because, to convince them to start working with you, you have to first convince them your high prices are a worthwhile investment.
Every time I talk to a designer my thought always goes to, "How could you create the case for a return on design?"
Imagine if you could prove, without any doubt, and with data to back you up… that design could make a difference of, say, 20%… 30%…. or even 50% on sales volume? If you had that, it would be the most compelling argument in your marketing toolkit...
If you had that, it would be the most compelling argument in your marketing toolkit...
Yes, to gather that kind of proof would be a huge long-term investment on your part. To start researching and testing and gathering evidence for it... but there’s a benefit in doing things nobody else is willing to do…
Because here’s the thing...
Since proving the “return on design” is a hard thing to do… and you’d be the first one to do it… your credibility in the industry would shoot through the roof.
Because now, YOU are the guy or gal who studies this. Nobody else could say they know about it more than you do…
And so, when you now talk to your prospects, it’s not just about beautiful design anymore. Now it’s about great looking design with a purpose. It’s about a money-making design.
And that becomes much easier to sell and create demand for...