Conveying Value Through Design


When we help clients create a brand, we weigh whether the benefits of its design and functionality will outweigh the cost in consumers’ minds. In other words, will there be a perceived value?

One company that has had great success in selling its brand without discussing price is Dyson. Yes, I’m talking about the Dyson vacuum people. Their products are presented as being light years ahead of traditional brands in that market. This is mainly due to their focus on the engineering that was behind the development of the product. They’re not selling a vacuum; they are providing space-age technology that picks up dirt better than any other vacuum.

Recently, Dyson announced a new product, their Supersonic™ Fuchsia/Iron hair dryer. With a futuristic, sleek look, it is being touted as the next generation of blow dryers. The product, priced at $399, is expected to be released in September 2016. Will consumers go for it? They will if the company can successfully convey its value to them.

Celebrated American graphic designer Milton Glaser said, “There are three responses to a piece of design – yes, no and WOW! Wow is the one to aim for.” Dyson has always aimed for the WOW.

When working with clients, we discuss how we portray the value of their product or service so that their clients want it no matter the cost. A design may be artistically appealing, but if it doesn’t communicate the intended message, then it’s not a good design.

Let us help you convey the inherent value of your business. Contact 21-13 Impact Graphics today

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