Marketing and design are generally two of the first areas of a business to feel a tightening of available funds. Leaders have to make important and difficult commercial decisions. Some feel that marketing can be put on hold, maybe even until the next financial year starts. However, J. Rae (2013), takes an alternative view and asks “WHAT IS THE REAL VALUE OF DESIGN?” Rae explains how design is intrinsically linked to profit by outlining the Design Council’s own research data which states that for every £1 spent on design, £20 was generated in increased revenue.
In addition, the Design Council reiterates this by stating that “In UK businesses where design is integral to operations, 84% say they’ve increased their competitiveness through design; and 79% think that design’s importance to competitiveness has risen over the past decade.” (Cited in Hands, 2009.)
Despite some business owners baulking at design and marketing investment, having an inherent stake and offering appropriate investment in design and its solutions, will support an increase in revenue and help businesses to achieve their targets and goals.