Return on design investment and why everyone should measure it

Over the last fifteen years or so there has been a steadily increasing desire for design to prove its commercial value, to demonstrate to clients that their investment is tangibly worth it.

This has been driven by a number of factors: the recession of the early 1990s demanded that design stake its claim to straitened budgets; above the line advertising reaches fewer and fewer people, so companies are looking for other routes to achieve a return on marketing investment; and perhaps design is growing up as an industry – recognising itself, and being recognised by clients, as a commercial tool, not just an exercise in beautifying. Other areas of marketing communications already operate on a strictly commercial basis, so why shouldn’t design?

출처 : Design Council
[원문보기] http://www.designcouncil.org.uk/about-design/Measuring-design/