Liquid Creativity

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Measuring effectiveness of branding & graphic design

Over the last fifteen years graphic design has come along way from just being an exercise in making things look good. The graphic design industry is now proving that the branding and graphic design process creates commercial value and companies are realising that their investment in this process has tangible outcomes. Design is not just about beauty, it is a commercial tool.

Graphic designers now talk to clients about business objectives and return on investment (ROI). A return can be measured in different ways using before and after research. This can be determined at the beginning of a project. Some possible ‘returns’ a client may require from a design project are:

  • A change in perception of their brand. This can be determined through researching
    comments on blogs and Facebook.
  • That customers have greater knowledge of the brand and know what they want from it,
    which shows increased recognition and understanding of the brand.
  • Increased customer understanding of what the brand stands for, its offer and point of difference
  • Increased website visitors and/or foot traffic.
  • Fewer customer queries due to clearer, more detailed information included on
    communication materials such as forms and brochures.
  • Increased product sales and market share.
  • New packaging design. The success of this can be measured by creating a trial in one store,
    having the old pack on offer for the first month and the new pack for the second.
    The performance of both the new and old pack can then be compared.

Innocent Drinks

One example of grphic design effectiveness is exemplified by the brand ‘Innocent Drinks’. As makers of natural fruit drinks like pure fruit smoothies, fresh yoghurt as well as flavoured spring water, Innocent prides itself on providing natural, pure juice drinks with no nasty extras.

The company realised a 100 percent growth in sales and a market share increase from 0.4 to 4.1 percent after their rebrand and new packaging designs were introduced. How did they achieve this great result? They examined what did and didn’t work across their range and based on their research improved their brand strategy through consistency, impact and shelf appeal. Their aim was to change their positioning to a niche, premium market segment with a range of products that are simple and very honest. Using fresh straightforward wording they created a strong personality and unique brand.

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