Why Design is Important at Every Level

Apr 24   •  Culture  •  Design Thinking

First, you must understand what the meaning of design language is? By definition, it is a discipline, which helps businesses understand what, why, and how they should involve themselves in this process. It teaches them contextual innovation, for both short and long-term targets. The process involves interaction between business strategy and design.

Steve Jobs does a wonderful job explaining this terminology, “Design is not just about what it looks like. The design is how it works.” Building on this, it is the process where you create an interaction, experience, or process which customers can identify with your brand. It helps establish an emotional connection with consumers, increasing their desire to interact with your company.

How did design become a part of the design strategy?
Schools played a significant role in businesses incorporating the theory and practice of design theory in their strategies. For example, IIT Institute of Design offers a Dual Degree Program, which provides students with a Masters and MBA in Design. Here are some of the pioneering schools:

• The Hochschule für Gestaltung Ulm (The Ulm School of Design: 1953 – 1968)
• The California College of the Arts’ MBA in Design Strategy
• The London Business School – Center for Design Management
• Delft University of Technology – Strategic Product Design
• George Brown College – Institute without Boundaries
• The California College of the Arts – Design Strategy MBA
• Parsons School of Design – Strategic Design and Management MS
• Stanford Joint Program in Design

In these programs, some of the biggest names in the industry imparted their knowledge to students. Here are a handful of individuals whose impact on design played a huge role:

• Tomás Maldonado – The Ulm School of Design (1921 – 2018)
• Peter Gorb – The London Business School
• Jay Doblin, (1920 – 1989) Patrick Whitney – IIT Institute of Design (1937 onwards)
• Rolf Fäste – Stanford (1943 – 2003)
• David Walker, Naomi Gornick – MA Design Strategy and Innovation, Brunel University, UK (1994 onwards)

Most of the time, agencies and businesses talk about design frameworks, strategy, and guidelines. However, it is essential to understand the thinking of these firms and how they used design to become the leaders of their industries.

The design isn’t only about making things look good and functioning well. However, its concept runs much deeper than that, because there are several factors which play a role. For instance, if your design doesn’t have any meaning, it loses its charm. For visual branding to be successful, it should represent the core values of your company. Similarly, it is essential for you to connect with your target audience while ensuring your ideas resonate with them.

For example, take a look at Google, Apple, and BMW, a handful of the leaders in design. All these brands focus on simplicity over complexity because it helps them focus on critical areas. If you look at their websites, brochures, products, and experiences, you will notice immense consistency. Despite being around for several years, they continue to evolve their design language, as it helps them stay ahead of the competition.

What’s happening in the market at the moment?
As the business world is moving towards a transformational era, having a sound design strategy is crucial for their survival. These days, they pay great attention to detail in this field, as it helps overcome several problems. If you look at several startups in the last decade, you will see designers at the helm. They apply the core values of design in their businesses, which helps with their success immensely.

Design strategy – what is it?
The design strategy isn’t the process of coming with visuals for your brand. It is the process of coming up with a sound plan which lays the groundwork for everything businesses have to do in this field. It helps in the creation of a project, which clarifies what they should design and why they should do it before they start the creative process.

Historic brands which businesses can learn from
If you want to understand how to withstand the test and time and come out stronger, you need to take a look at well-known brands. Coca-Cola, BMW, Ford, Pepsi, Mercedes-Benz, Levi’s, and Rolex are some of the companies that you should study. Use their products, and you will be able to identify them instantly.

Tipping the balance in design, towards a cohesive language
To turn design thinking into a coherent style in your business, you need to follow these steps:

Integration
First, you must incorporate design thinking into your business for it to be effective. You should create a framework, which promotes this culture in your firm. The strategy should be able to understand the needs of the situation, come with innovative ideas, test, and refine them until you get the best solution.

Visualization
Visualization is essential in design thinking because it gives you a deeper insight on what to do in every situation. It becomes easier to understand the ongoing problem, generate ideas, and get good solutions to resolve the issue.

Stewardship
Leading by example is crucial when it comes to design thinking, as your employees need to know the importance of its practice. You should assign leaders in this field so that your staff can follow them and come up with innovative solutions.

The benefits for business
When you incorporate design thinking into your business, you will observe the following benefits:

Brand recognition
The design is essential for your business, especially when it comes to brand recognition. Today, standing out from your competitors plays a crucial role in whether your target audience continues to invest in what you have to offer. With the right design, consumers will recognize your brand instantly.

Brand engagement
Another significant advantage of design thinking is its impact on brand engagement. Most businesses believe that this strategy will only focus on products and services. Design thinking brings your employees into the centre of attention.

By giving importance to this field, your employees will know that their time and efforts will result in meaningful work. As the leadership emphasises on design thinking, it will inspire the staff to go out of their way to come up with the perfect solutions.

Better customer experience
Design thinking is an essential part of every business when it comes to solving the pain problems of customers. Your firm can use this concept to gain a deeper understanding of your target audience. As a result, you will start innovating products which focus on the customer, which improves their experience.

On top of that, you will be able to solve the pain points of your target audience, as your business will put itself in the shoes of your clients. By discovering the obstacles, you will come up with the right solutions. Also, it gives you an idea of what you shouldn’t do when it comes to design, to increase your chances of success in the market.

Efficiencies
When it comes to improving efficiency, design thinking is the key. With this technique, your business will start looking at innovative ways to make the products and processes work for your company.

As you continue to iterate and improve every aspect, you will come with unique solutions, which are efficient and effective. At the same time, it boosts productivity, which is a huge plus point for your business.

Design thinking will have a significant impact at every level of your business, because of all the advantages that come with it!

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