A report by Cambridge University estimates that UK firms spend around £50bn on design annually and the South West is home to 7% of the UK’s design businesses, with just over 15,000 designers working in the region.
With so much design being created for businesses how do the professionals ensure it has maximum effect and delivers real return on investment? The answer is that they continually measure and perfect the presentation of themselves to ensure they look fit for purpose and part of that process is the design audit.
Ed Gould: “A design audit is a process that allows everyone to be involved, from the tea boy to the managing director. It helps you understand where the company is and what needs to be done to maximise the way it presents itself. In short, it will perfect and enhance the first impression of your business.
“You can do this yourself, although usually an experienced designer or art director would lead the process. To start, follow these steps and at the end see if you still think you look fit for the job.”
How do you need to be perceived in order to attract business? What do you think people say about your company?
Collect every single element of visual communication your company has. This includes everything from brochures, catalogues, websites, newsletters and advertisements to vehicle graphics, uniforms, stationery and signage.
There are two main points to the analysis of the audit
Ed says: “Once you recognise the gap between how you need to be seen to achieve your objectives and how you are projecting yourself it’s simple to work out the steps required to fill the gap. Address this and work with professionals to create a set of guidelines for how your company presents itself. Once you have this, stick to it and every year or so repeat the process.”
If you'd like CG to help you with your visual audit contact Ed at Carswell Gould on 023 80 238001.
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