Due to a mix of factors, ranging from overcrowding in the market to human natural preferences for beautiful &simple over complex &ugly, design is playing an increasing role in business value creation. It’s the design that allows companies to ward off commoditization and differentiate from their competitors, as well as creates top-of-the-mind customer experiences.
“It’s no accident that many of the world’s top brands are also design leaders.”
A lot of people think that design = aesthetics, full stop. It is true that making things beautiful is a significant component of design (in 95% of discussions, pro arguments for this point will contain keywords “graphical design” and “Apple, the world’s highest valued company”). Yet the right half of the equation contains much more in it. Design also aims to simplify and clarify, thus diving into complexities of underlying processes how something is used and comprehended, be it Apple’s new OS or a textbook for college students.
Besides design of products, graphics and interactions, business slowly discover the importance of information design. It aims to structure and present complex information in an efficient and effective way (where graphic design plays a supportive role) to answer specific business questions and facilitate management decision-making. Almost all business communication means can be redesigned according to information design principles.
Corporate materials: Annual reports, presentations and user guides
Your company/department reports can be quite comprehensive and complex – this can deter people from wanting to read it or grasping the important facts. An annual report doesn’t need to be dull and tedious, though, as information can be visualized for more effective understanding of it. The changes can be both small such as changing a table into a data visualization, and big like changes of the overall format of a report /message, i.e. creating an infographic.
Infographics are great to break down big numbers into smaller concepts which are coherent and tell a “big picture” story. They are less heavy compared to the text-based documents with numerous tables and figures, aiding the message’s readability and comprehension. Infographics can be used for:
- reporting: research results, demographics, key performance metrics, annual reports
- how-to explanations or demos: how-to infographics take one through a process step-by-step
- employee profiles (resumes)
Example of Feltron report.