'design your products, services and image to create and retain sales'

DESIGN
Design is a critical component of business performance. We’ve heard designers, commentators and companies say it. But, to date, the evidence for the link between shareholder return and investment in design has been scarce and anecdotal.
Companies the world over spend billions every year on design, from product development and packaging to web design and branding. The UK’s design capability puts it at the forefront of global expertise. Yet the business case for design needs to be made with increasing confidence and precision. Companies need to justify investment in all business activities, and measure their individual impact on productivity and profitability.
Over the last few years the Design Council has undertaken a programme of research to analyse the impact of investment in design on the stock market performance of UK publicly listed companies. The results of that research could not be clearer in proving that those companies that effectively use design outperform their peers.
With a research universe of 166 design-led companies, tracked over ten years, we have seen an outperformance of 200% against the FTSE 100 and FTSE
All-Share. This adds to the growing evidence that design measurably improves company performance. For the financial community, it offers a new way of looking at investment. And for business managers and designers alike, it provides the business case that is needed in an increasingly rigorous business environment.

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