Chapter 3. Understanding Your Services

Design is a Value Generator. Design differentiates one organization from another, helping companies stand out in a crowded market. It provides credibility, fostering consumer trust and loyalty.

Hard + Soft Value

As a measurement of success, value can be roughly dissected into two broad categories: hard value and soft value.

Design makes emotional connections; it frames information to give it personal and individual meaning. It shapes encounters, encourages immersion in new experiences. Design reveals opportunity.

Designers intrinsically appreciate the impact of good creative work, but often we’re so steeped in our internal dialogue (color forecasts! brand guidelines! software training! deadlines! messaging! ...

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