Marketing and design – costly luxury or a smart investment?

We’ve all been there. Times can get tough, and when they are, costs may have to be cut. All too frequently, marketing and design are among the first items on the chopping block. It’s an understandable instinct. Marketing can seem intangible, design sometimes subjective. But hold on. Pause and consider, because respected research shows that this thinking can be very damaging. In reality, high-quality design and strategic marketing are not simply expenses; they’re investments that deliver measurable returns – in revenue, reputation, and long-term resilience.

In their research, international consultants McKinsey & Co highlight that companies with the best design practices increased revenues at nearly twice the rate of their industry peers on an annual basis. “Good design,” they conclude, “is one of the most vital catalysts for growth and returns that a company can employ.”

Beyond aesthetics

Good design goes beyond aesthetics. It communicates who you are, what you offer, and why it matters – all in a split second. Whether it’s delivered through a brand identity, a website, marketing materials, packaging, an exhibition, or campaign content, design is the first and often only chance to capture attention and build trust.

A well-executed brand refresh can reposition your company in the market and motivate your people. A targeted campaign can generate leads at a fraction of the cost of traditional advertising. A well-crafted website can convert visitors into customers.

Customer experience

In short, good design impacts the entire customer experience – from first impression to final transaction. It simplifies choices, builds emotional connections, and ultimately drives sales.

Cutting back on design might save a few pounds in the short term, but it often leads to weak communication, inconsistency, and missed opportunities. Poorly executed branding or messaging can make your business look amateurish, dilute your value proposition, and erode customer trust.

Smart design, on the other hand, enhances clarity and consistency. It ensures your brand speaks with one voice across all touchpoints This cohesion isn’t just good for brand recognition – it builds customer confidence and encourages repeat business.

Smart, strategic communication

Of course, we have a vested interest in all of this, but with long experience working across many sectors and with many different types of businesses and organisations, we can testify to the results that clients achieve through investing in high-quality design and marketing. We see that for them, it’s about smart, strategic communication – refining the message, understanding audiences, and reaching them with the right creative approach at the right time.

Cutting marketing spend when the economy tightens might feel prudent, but it can cost you far more in lost opportunity. This is precisely the time to sharpen your message, elevate your brand, and position your business for growth.

Having the right consultancy that brings creativity and strategy to the table doesn’t just make things look better, it makes your business perform better. We are fortunate to see the evidence of that every day. Good design certainly is not a costly luxury. Rather, as McKinsey & Co have concluded, it’s a well-proven lever for success.