364: Thou shall talk about design as an asset

Commentary We often have trouble, as designers, explaining what we do to the outside world. Did you make the formula for the soda? No. Did you do the logo? No. Did you pick the brand colors? No. Oh, so you actually print the cans? No. Come up with the shape? Mold the aluminum? Put it in the box???? No. I designed the packaging. You can see how it quickly gets lost as to what we add to the process, though we all know it is the most important aspect. Design can be nebulous to the public, but also to clients. Boardrooms know they must have it, but they rarely know what it does. It is our job to be advocates for design. Make it clear at every possible moment that design adds tangible value to what is being created and is an essential asset. Speak in ter....JF