The other day, I came across a t-shirt that read "I'll pay more for good design." Now granted, I found it on a site I'd gotten from CoolHunter as I was looking for Hanukkah gifts, and the store was in Brooklyn and all that.


(For those of you not in NYC, there's a not-all-that-inaccurate stereotype of a certain type of Brooklynite who works in an arts/media related field, doesn't make a whole lot of money, but who asserts his/her superiority over the Wall Street crew by "paying more for good design.")
It set me to thinking though about how much design matters. I recently did a post on Dell's agency search where I noted that The Real Digital Revolution had made advertising somewhat secondary to actual product performance and design, both of which can easily be researched on the interweb. I heard back from a VP at Dell who was very excited to tell me (and my readers) all about the hot new product designer they'd just hired. And I remember thinking "Oh, okay. He gets it."
At a time when so many products have become mere commodities and when advertising doesn't have the effect it once did, design is the best way to differentiate yourself from the pack. And, hipster t-shirts notwithstanding, people will pay more for good design, because good design has a halo effect and makes the product seem more valuable.
Good design isn't limited to products, either. Stores can have good design (Starbucks, Whole Foods) and so can airlines (Virgin, Jet Blue). The message of good design is that "we're thinking about you, our customer. We're designing a product that you'll feel good about." It's how companies can differentiate themselves these days and it's more valuable than any kind of advertising or 2.0 trick out there.
Simply put, design is the new advertising.


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ABOUT THE AUTHOR

Alan Wolk
One of the only new voices to come out of the creative side of the ad business, Alan Wolk has staked out a distinctive space for himself and his Toad Stool consultancy. The wide-ranging appeal of Wolk’s common-sense approach to strategy, combined with his hands-on experience as an advertising creative director, has made him the go-to guy for social media thought leadership, speaking and consulting.

His blog, The Toad Stool, is a popular thought leadership site that’s been described as a “frank but fair” look at the confluence of advertising, marketing and Web 2.0.

Adweek Editor Brian Morrissey has called it “one of the ‘must read’ blogs for our industry.”

The most popular series, "Your Brand Is Not My Friend"which deals with the false assumptions marketers make in the 2.0 space (and how to remedy them), has gotten much play in the blogosphere and that has led to columns in Adweek, as well as a national syndication deal via Newstex.

The blog’s popularity has also resulted in numerous requests for speaking engagements. A book is also in the works.

Prior to “seeing the light,” Wolk was a highly successful creative director who spent years at ‘90s hot shop Anderson & Lembke and went on to start up Atmosphere, BBDO’s digital agency, with stints at Ogilvy and JWT along the way. A New York City native and Stuyvesant High School graduate, Wolk currently lives in New Jersey with his wife and 2 kids, where he doubles as a Little League and basketball coach.