Selling Your Design Value



As design agencies face more and more competition in selling their design services, they are now looking to areas where they can add design value for clients (and get paid for that added value).

For years now advertising / marketing gurus speak about something called USP (unique selling proposition). This has based on assumptions that an area of a product / service could have a unique resonance with a particular market demographic.

Value proposition – what is it?

Value proposition is the promise of a value to be delivered to a client. True value proposition works when the receiver of the value (client) has acknowledged that they have received value from the product or service.

A value proposition can apply to an any organisation, products or services.

Preparing value proposition is part of a business strategy.  Strategy is based on a differentiated customer value proposition. Satisfying customers is the source of sustainable value creation.

Design value proposition – what is it?

A design value proposition is written from a working analysis of your client and your competitors. From these you can identify what value design can add to your clients’ business. Value that you know your competitor don’t offer.

The design value proposition has three important key statements.

  1. The areas that a client values.
  2. How a designer can offer services to enhance and communicate the value to customers
  3. Example of success that the designer has had in project with a peer.

Design value proposition – how to use it?

The design value proposition is not a statement you put on your website, however it does guide your submission and pitches to clients. Its structure is the structure you use in pitches. You begin by showing the client you understand what it is they value. Then you outline a strategy for your services to communicate the value to customers. You may also show a strategy to enhance the value through design. The submission would finish with a budget and projected return on investment based on a similar project.

Value pricing

In any resignation, price your service on the value they generate for your client, not the number of hours it will take.
Your design value proposition needs to show the value of your service that can return for the client and now you’re asking for a part of that increased value.

It does requires trust and confidence

As stated above in the value proposition definition it has to require the client to acknowledge the added value. This is only possible if the client respects and trusts the designer…i.e. you!

CCIASA AGM Gala Dinner

The Caravan & Camping Industries Association of South Australia Inc., (CCIA. of SA) is a broad based Trade organisation which was incorporated in 1976. It’s membership is made up of retailers, manufacturers, hirers, service providers, repairers and suppliers and as such is predominately aligned with businesses in or closely related to the outdoor leisure Industry.

Every year the Association holds their Annual General Meeting Gala Dinner all around Adelaide’s most prestigious hotels and function centres, incorporating a different theme for each event that we design. The previous years have been Survivor, Circus, Oscar Award themed, so this year’s task was to do something different – Casino Royale! We are a huge fan of the Bond movies so we were super excited to be asked to design a Monte Carlo Casino Royale theme.

The design used elements of sophistication illustrating dice and cards with a elegant and classical looking font. This was then applied to invites, menus, table numbers and presentational slides on the night.

Another reason why we are so fortunate to work with the Association and the guys from is because we get to go to each Gala Dinner every year, who doesn’t like getting dressed up in a suit or a expensive frock and have a night out with flowing champagne, wine and beer accompanied by a three course meal. We always feel very proud and privileged to be invited to the dinner.
The dinner was held at the InterContinental Adelaide on Saturday 20th September, and the guests couldn’t get enough as they played the roulette, poker and blackjack tables, winning and losing thousands of fun dollars which was presented by Ace Nights.

Graphic and web design trends for 2014

With 2014 well on its way we thought it was a great time to look at this year’s graphic and web design trends to help you work towards achieving your competitive edge.

iStock Photo by Getty Images asked creatives around the globe to weigh in on what’s hot and what’s not for 2014. The resounding response was that simplicity is king, even as we’re introduced to more and more complex devices, platforms and channels than ever before. From flat design to reigned-in parallax scrolling to 5-second social media videos, think of simple design as the yin to technology’s yang.

10 Graphic and web design trends for 2014

1. Simplicity

Simplicity will undoubtedly be the most powerful tool for expressing the highest level of sophistication.

2. Flat Design

Hopefully we see better ‘flatness’ than we did this year. Many screen and app designs have applied flat shapes and solid colours with such fervor that they created layout, rhythm and usability issues. The many screens and wearable tech gizmos will require us to design clever and connected experiences.

3. Improving Parallax Scrolling

Over the past few years parallax scrolling has become a very popular tool enlivening the delivery of content on the web. More and more we will see this used in a restrained way — with more of a ‘light touch.’

4. 5-7 Second Storytelling

The biggest social media trend will be 5-7 second storytelling — clickable videos, Vine, and animated Gifs all use small pieces of moving media to tell a story quickly.

5. Logos With Depth

The increasing simplification in logo (re-) design is overused. In many cases this leads to a loss of brand sovereignty.

6. Real Models

I believe there is a trend in portraying reality more. We know models are meant to help to sell products…but the imagery of normal, real people also sells and can enhance public affinity with the brand.

 7. Digital Innovation

The Brazilian advertising industry is becoming more and more mature, focusing on what is really relevant to consumers, not just on what wins awards. Advertising needs to change to adapt to a market that has already changed.

8. 3D Printing

New forms, designs and patterns by 3D printer will be gain more popularity in 2014.

9. Creative Inspiration

We need to invest in knowledge about ourselves, about the world we live in, about the role of creativity on this planet. This knowledge will help us transform reality into something closer to what we dream of.

10. Trend Lists

I don’t believe in design trends being overused. The issue is around timing; if you’re using an aesthetic, design or idea that people are sick of, you’re not doing your job. However, I think creatives get jaded with new design styles way before the general population, so I’d say feel free to overuse more. People like consistency.

To download the full infographic visit iStock.