AUGHT – Communication design


Why design matters

Design is all around us. However, most of us do not give it a good thought about how it shapes and impacts our daily lives and how it influences our decisions. The visual treat, its ease of use and the palpable texture all contribute to shaping our experience. We can definitely feel the impact of a good design experience. No matter which channel of engagement the audience is participating in, a well thought out design can optimize and manage perception and experiences effortlessly.

Good design influences everything from corporate culture to consumer behaviour. Successful companies understand that design is far more profound that just a visual artefact. People instantly and subconsciously respond design that they can relate to. The world's most charismatic brand, like Apple, Nike, Uniqlo, Aesop, bring forth this insight and use design to create an unforgettable branded experience that both excites and inspires their customers. By fusing the power of design into their core business models, they are able to achieve measurable ROIs and most importantly, convert their customers into disciples who are devoted to their brand. These brands create a deeper and stronger connection with their target audience that are unshakable by even the fiercest wind that threaten to sweep them away with the next trend. 

We are already moving away from the age of social networking, where it plainly consists of mindless up-votes and clicking the follow button, into a more exclusive era where audiences are far more scrutinising and savvy while voyaging through the ocean of marketing. Design is more crucial than ever in this season to help companies and individuals navigate through the abundance of marketing noise to get noticed. While short term shout-and-greet tactics can help push an initial awareness or sale, only businesses who design their brand experience can truly stand out amidst the crowd. This will ensure that in the long run, the business remain competitive, relevant and on the journey towards a more profitable and sustainable future.

Businesses need to wake up from their slumber and change their perspective of design as a beneficial investment rather than a nonessential expenditure. While transactional gain brings about short-lived and temporal satisfaction to the customer, design rewards them with the indelible dividend of acknowledgment of the individual tastes and consciousness.

Design is the universal currency of persuasiveness.

Tomaz Goh