Every aspect of business is impacted by design—from the products or services a company provides, to the various forms of communications that express these products and services, to the many environments, physical or virtual, where customers interact with these offerings. Graphic design can captivate, persuade, motivate, and delight. Because of this, graphic design’s enormous power to connect a business on an emotional level with its customers is unparalleled. Happily, this power is becoming acknowledged not just by designers but also by the majority of their clients as well.

It seems that businesses and organizations of all types are starting to understand that good design can give a product a distinct competitive advantage over ...

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