AIGA – how to get creative results

Unlike so much in today’s business world, graphic design is not a commodity. It is the highly individualized result of people coming together to do something they couldn’t do alone. When the collaboration is creative, the results usually are, too.

The value position
Design—good design—is not cheap. You would be better served to spend your money on something else if you don’t place a high value on what it can achieve. There’s a view in Buddhism that there’s no “good” karma and no”bad” karma, there’s just karma. The same can’t be said for design. Karma is a universal condition. Design is a human act (which often affects conditions) and, therefore, subject to many variables. When the word “design” is used here, it is always in the context of good design.

A lot of famous people have written many famous books on the importance of design and creativity. The subject matter ranges from using design and creativity to gain a strategic advantage or make the world a more livable place—and more. Much more. The focus here is on how to make the process of design work in the business environment so that the end product lives up to its potential.

We live in a time of sensory assault. Competing for “eyeballs”— which is to say, customers—is more than just an internet phenomenon. The challenge for companies everywhere is to attract consumers to their products and services and keep them in the face of fickle markets.
Download full version of AIGA “A CLIENT’S GUIDE TO DESIGN” publication