Good design is beautiful and appreciated, but what impact does it really have on a company's bottom line? For creatives who work on consumer brands, the answer to this question is beyond obvious—but painstakingly difficult to quantify.
Unlike other marketing "channels," such as advertising and social media, that are measured and monitored meticulously, there is no accepted standard for design measurement. In fact, most companies don't bother to assess the effectiveness of design at all. As a result, brand growth is almost never attributed directly to design, despite the fact that it makes all other marketing efforts that much more effective.
This year, we launched the first-annual Designalytics Effectiveness Awards in partnership with Dieline to underscore just how profitable good design can be. The awards recognize package redesigns that have had a significant, tangible impact on their brands' sales—in some cases, double-digit increases. The winner selection process was entirely data-driven, leveraging an analysis of sales performance through retail scanner data for six months prior to and following the redesigns, as well as quantitative consumer evaluation using Designalytics’ own proprietary research technology.
Congratulations to this year's winners!
Grand prize winner
Hill's Science Diet - Agency: Beardwood&Co.
Theo Chocolate - Agency: clarkmcdowall
Boulder Canyon - Agency: Interact Boulder
think! - Agency: DDW
Natural Delights - Agency: MJR Creative Group
Werner Gourmet Meat Snacks - Agency: Flint Design Co.
Nancy's Probiotic Foods - Agency: Flint Design Co.