Design matters. This can be a difficult way of thinking to convince prospective clients at times. Why should I redesign my website when the one I have does the job? Why should I spend money on a logo when I already have one that works fine?

Design and style are not the same thing

While a major aspect of design is the look and feel of the finished product, the real value is in the thinking behind the design. Using a term like Style doesn’t explain the value that the entire design process adds. From thinking about how people will use your product or view your brand, to creating just the right mix of usability and aesthetics, thinking things through from start to finish and asking the right questions is important. It will help create a design that will work best for your organization’s goals.

Design is the face of your organization

It may seem hokey, but investing in good design says to your customers, “We care about you.” Care enough to present your company in a way that makes your value’s clear. Care enough to design an online presence that is easy to use and really useful. Hell, care enough to create something that your customers will actually enjoy using.

Design solves problems that you may not know existed

Hiring someone to slap a new coat of paint on your homepage isn’t why you go to a professional designer in the first place. Sure, things may look polished afterwards, but a  major benefit is that problems that you may not know you had could come to light. You can’t fix something that you don’t know is broken. Maybe your website doesn’t actually say what it is your company does, or give customers an easy  way buy your product. Letting someone with fresh eyes look at what’s happening with your current design is a great way to see what can be improved and what’s working.

Design creates value for your customers.

In the words of the great designer Paul Rand:

Design, good or bad, is a vehicle of memory. Good design adds value of some kind and, incidentally, could be sheer pleasure; it respects the viewer-his sensibilities-and rewards the entrepreneur. It is easier to remember a well designed image than one that is muddled.

Paul Rand