Design Makes Good Companies Great.

Nicolas Clar
Feb 2, 2018 · 5 min read

What is design?

You’ve probably heard the word design tossed around a lot: graphic design, interior design, web design… But do you really know what it means?

In the simplest terms, design is problem-solving and communication.

There are two types of design that will be discussed throughout this article: visual design and experience design.

Why bother?

Most people don’t consider design when starting a business. People focus on the revenue model, customer acquisition cost, customer retention rates, etc.

Visual Design

Strong visual design ensures that you have a good looking brand you can champion, and, more importantly, that people can trust. People’s first impression of a business is directly correlated with its aesthetic appeal.

Which appeals to you more?
Versace vs. Lacoste

Experience Design (XD/UX)

Visual design is only part of the equation. Creating a good experience for your customers whenever they interact with your company is too often an afterthought. When you hear UX nowadays, it’s often when discussing digital products — making it easy, fun and engaging for people to use your app. That’s a terrific plus, yet people ignore the context in which the product is placed. Think about how people purchase your product. Every step of the process should minimize friction and maximize convenience for the customers. Now, think about applying this concept of “convenience” to your whole business instead of just your product.

Lyft does a great job at humanizing their app, from color palettes to copywriting, to provide a friendly experience for both drivers and customers.
Inside an Apple store.

So, why should you care about design?

  • A design-conscious company will gain more respect and a larger following. Companies like Nike make a business out of it — their shoes aren’t any better quality than competitors, yet their killer aesthetics are what convert first-time owners into Nike lovers. Plus, building a loyal fanbase means having an army of recurring customers and free brand ambassadors.
  • Design is a differentiator. In a day and age when the barrier to market entry is absurdly low, design can be the difference between surpassing your competition or drowning in it.
  • It’ll be easier to hire. If you’ve developed a strong brand for yourself (good aesthetics and a good experience), it’ll also be easier to hire talent, especially young people. People like bragging about companies they love, even more so if they work for them.
  • You’ll make your marketing significantly easier. By having good design, it’ll be easier for your marketing team to communicate their message because the backbone is already there.

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