The practical value of beauty

“With design becoming more situated in strategy and problem-solving, is there still a place for beauty?” (Yes, of course there is…)

I notice that current conversations about the value of design may be too limited.

Design provides functional value by creating better fit. For example, better fit between brands, products, services and the people they serve. An essential dimension of this value is cultural fit — of which aesthetics is fundamental.

Therefore, style is a set of cultural signals. As such, it is a language designers use to help brands differentiate and find cultural fit with audiences — by signalling currency, credibility and association.

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I founded Aegis, a relational design firm. Aegis helps create emotionally-intelligent brands and organisations.