As a graphic designer, I know that good design is good business. I know that without good design, communications do not educate and engage employees effectively. High-performing organizations make employee communications a priority. They know that an engaged workforce contributes to the company’s success.

The organizations that engage their employees the most know that good design helps that goal. It’s the constant the blends message, images, illustration, typography and motion graphics into an appealing whole.

Here are four reasons good design is good business.

1. Good Design Pays Off

The DMI Design Value Index applies six good design management criteria to publicly-traded U.S. companies on the S&P 500 Index. The criteria reward companies that invest in good design practices as a business strategy. Some tactics include:

  • Designers have a presence on the leadership team
  • The company grows its investment in design
  • Design is integrated into company procedures and policies

Of those companies, 16 met the standards of good design. These members of the Design Value Index outperformed the rest of the S&P by 211%.

“We see design not as a pure factor that makes our DVI company’s stocks perform better on the stock market, but rather as a highly integrated and influential force that enables the organization to achieve outsized results,” wrote Jeneanne Rao, CEO of Motiv Strategies, who partners with DMI to create the list.

2. Good Design Saves Time

When it comes time to decide on format—for example, a JPG, TIF, EPS, PDF or GIF —a good graphic designer knows which print or digital format gets results. If it’s alphabet soup to you, it may be time to engage a designer. The same goes for RGB versus CMYK color modes, paper weights, and uses and types of website content management systems. Are your communications scaled properly and do they have enough color contrast to be easily read when published?

Graphic design professionals have the training, mastery of industry software and years of experience to make the correct choices. You won’t have to waste time and aggravation to try to figure out what makes for good design.

3. Good Design Saves Money

It pays to invest in good graphic design. Cheap design often means poor design. Yet, poorly designed graphics can be more expensive in the long term. Without the expertise of a professional graphic designer, you may end up with a product that is not formatted for print or online publishing. It could be expensive to print due to color management or layout problems.

Changes, delays and redesigns cost money. A cheap, crowdsourced logo may end up costing more than one from a higher-priced, experienced graphic designer. It’s just further evidence that that good design is good business.

4. Good Design Keeps Employee’s Interest and Attention

Whether it’s webpages, emails or printed materials, communications with high-quality visuals grab attention at a higher rate than those with poor design and no images. Online shoppers cite image quality as one of the most important criteria in their purchasing decisions. In one study, 46% of people ranked a web site’s design as the number one way they rate a brand’s credibility.

Good graphic design uses smart layouts, high-quality photography, infographics, illustrations and video to create successful, attention-getting communications.

Mike Turko

Written by Mike Turko

Mike is a senior graphic designer at Trion. He specializes in communicating ideas through both print and digital design mediums. Mike also works to develop custom, interactive digital marketing campaigns that effectively engage a variety of employee audiences.

Trion Communications mike.turko@trion-mma.com