Market performance – design’s ‘true’ measure of effectiveness?

Published:  February 18, 2014

One of the only award schemes that uses commercial data as a key judging criteria, The Design Business Association (DBA) has announced the winners of its 2014 Design Effectiveness Awards.

Aiming to recognise well-thought-out and professionally executed design strategy, the association accesses a project’s market success to measure effectiveness.

“The most important way of communicating the value of design is by measuring its true effectiveness.” states the DBA website. ”The DBA Design Effectiveness Awards recognise the return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve.”

Two Cocks Brewery packaging by Brandhouse

Gold Medal stamps for Royal Mail, by True North

Whether you agree that a design’s ‘true’ effectiveness can be successfully measured by commercial data or not, some of the entries provide an excellent case for the bond between a business and the designer, with the Grand Prix winner of the award — health food producer Bear — portraying how comprehensive design strategy can help a business.

Grand Prix winner ‘Bear’ health food products by B&B Studio

“[Judges] will assess how well the entry has performed against criteria such as ‘cause and effect’, ‘scale of effect’, ‘clarity of results’, ‘explanation and proof of effect’ and ‘clarity of presentation’.” explains the site.

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