Here’s a nice short article on Forbes.com written by Adam Swann about the value of good design, and how companies like Apple have invested in design to climb to the top.
Design-oriented organizations invest in thinking this stuff through. They put design at the heart of their company to guide innovation and to continually improve products, service and marketing. They recognize that a great design leads to differentiation, customer loyalty and higher profits.
If you’re a small business owner, you may be thinking, “Isn’t branding for large companies? Apple is a large corporation, and I’m just the little guy.” But these same principles of investment in good design can lead to differentiation, customer loyalty and higher profits for small businesses too. Good design does not just apply to large corporations.