We never forget we’re designing communications to stimulate target audiences. As much of our work is created and produced for commercial business marketing purposes, seeing a return on investment (ROI) is an obvious marketing prerequisite. At Adrenalin, we totally understand this and work carefully with you to set expectations early on during the briefing process.
Knowing what impact design has on creating a return depends on many factors. It is our job to help you define exactly what your ‘return’ and what your ‘investment’ will be right from the outset as part of understanding your objectives.
It’s easy to automatically assume that a return means increased sales, web traffic, market share, for example – factors that can be measured and made accountable in the short and medium term. It is also important to remember that other factors such as brand awareness, public perception, staff motivation, easier access to information etc, are all affected by the process – greatly affecting the ROI of design.
Similarly, the measures used for investment are never simply about the cost of a new design. There may be other associated costs in the implementation process, for example staff resources required for a new project, material costs (where a product is re-branded for example), staff training, other sales and marketing activities required to promote a new brand, product or service etc, etc.
That’s why deciding what you want to measure and how you are going to measure it, is crucial very early on in the planning process, no matter what type of project you have in mind. For communication design to be successful, it usually depends on being a part of a wider marketing process – a subject of which we have a deep knowledge and understanding.
Call us today to find out more about how great communication design can add value to your organisation’s objectives. Tel. +44 (0)7791 619716