Designing Our Way Out of the Downturn
I want to direct your attention to some wisdom from across the pond: “Designs to Overcome a Downturn.” I stumbled upon this in a recent blog cruise, just seeing what’s out there – much discussion of the new Pepsi design. Clicking around (it’s not called the web for nothin’!) to this blog then led me to the case studies area on the website of the UK Design Council where they believe that “design is a powerful tool in a downturn.” We agree wholeheartedly.
It’s true that when we hunker down in tough economic times, some of the first things to go are those in “discretionary” spending categories, and that usually includes all things design. But things are more competitive than ever, and businesses need every tool, every advantage in order to grow, or at least survive (I cringe writing that). From the article:
During hard times investment in design can give a business a competitive edge over rivals who are reining in their design and innovation budgets in order to save money.
and
Design and brand strategy can help elevate a firm or its products from the ordinary, the tired or the predictable, demonstrating that the business is alive, dynamic and responsive. And in a declining market that just might make the difference between growth and collapse.
Well said! By all accounts, we’re in this for a while as the markets and world economies sort themselves out. I know it’s easier said than done (and paid for), but there’s something to be said for investing in the design of products, points of customer contact, and overall image. In good times or bad, and now more than ever.
Well put Liz.
Reducing the amount of communications a company puts out sends out a counterproductive message to its audience. It basically sends out a message of retreat and surrender.
Now, more than ever, company’s need to communicate with their customers.
Now, more than ever, company’s need to be creative and think outside of the box. Obviously we are not talking about being frivolous and wasting money. But perhaps taking advantage of some of the new media tactics like a clever email blast campaign.