If we are guided by the definition of the Encyclopedia, to establish a basis: Design is "an activity aimed at achieving the production of useful and beautiful objects that seeks to act on the physical environment of man in order to improve it as a whole ".
The concept of Utility is defined as a "quality of economic goods that makes them susceptible, to a certain degree, to meet individual needs", and Beauty, following the Encyclopedia, is the "set of qualities that, manifestly, arouse a spiritual delight, a feeling of admiration". The order of these concepts is not chosen at random, Design is, first, utility: reflection, analysis, understanding, strategy and solution of problems and, secondly, beauty, understanding it as a combination of aesthetics, creativity , sensitivity and communication of intangible values.
Design is balance and intention
Design is not art, but neither technical. It's not decoration and it's not engineering. It is in the balance of the different disciplines where we find its value: function and form, the combination of the rational and the emotional, and it is in its purpose that we can see its dimension. None of the mentioned values can work independently and this makes our discipline something unique. Being pragmatic, a purely strategic piece, although you can communicate products or services, it will not transmit the values of your business in the right way. An exclusively creative piece, will not provide the optimal solution to your communication challenges.
Design is for people
By definition, Design is a discipline that is aimed at people. It is an interaction, whether in the digital, physical, services or tangible sectors. The investigation, collection and analysis of data, behaviors and motivations of users or clients, together with the correct interpretation of these, are as important as the execution of the final pieces required. Designing is to put others ahead of the ego, the designer should not overshadow consumers or we would be talking about a different discipline.
Design is positive
The objective of Design is optimistic, it wants to act on the environment, malleable, and improve it. Each specific piece designed will have its purpose but, overall, these are always positive, improving the existing with clear objectives. A good design, taking into account the points above, will be a clear and direct improvement, quantifiable and measurable.
The Value of Design in the Company
Design at any level influences the perception of the target audience of our brand, strengthens our message and makes different sensations to the consumer, creating a user experience. It positions us, identifies and helps to make a difference in competition and is a key element in innovation. It can even influence our pricing policy, as we see in sectors such as consumer technology, fashion, healthcare or sports marketing. Design contributes value, undoubtedly.
By introducing Design in your business culture, we can achieve an improvement in brand positioning, a change in narrative, the adaptation of your speech to the medium, environment and audience, an increase in the notoriety or, directly, an increase in the profitability It can be a generation of ideas and opportunities and achieve new scenarios that facilitate the achievement of great challenges.
A quick test?
If you have read down here and still we have not convinced you, let's do a little exercise: name one brand, of any sector, that you find that it has applied good principles of Design and it is not successful. Is not that easy, isn't?