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.