Defining Value in Graphic Design

This is a summary review of section 2 in the textbook Design Currency for those whom are looking at research for Graphic Design course.

Metrics is a system everyone uses in everything. Design Businesses uses a few metric tools called ROI (Return On Investment) and CBA (Cost/Benefit Analysis)> ROI measures profits earned in an investment using the formula:

Gain of investment - Cost of investment / Cost of investment X 100 = % ROI.

Many companies use this in projects to discuss positive returns and showcase the high rates. A good way to evaluate the payoff in the end. CBA Measures the positive success in each project. Many rely on CBA to aid in decision-making and to predict profit of undertaking. Formula goes: Positive factors - Negative factors = Project viability. However, because these tools provide only one side of the performance, they don't fully work when economy gets harsh. When this happens, they have to see through and understand the goals, outputs, and outcomes in order to find out if to go with the design or project. Goals are reasons for commission; outputs are what help the success and outcomes the effects afterwards. For those new in the process, they use SMART to help set smart metrics. SMART stands for Simple, Measurable, Actionable, Relevant, and Time based.

Relying on numbers alone is not always best for projects. BSC (Balanced Scorecard) is good in measuring the numbers and effects in other parts to give an understanding of the company itself and their overall effectiveness. It can be applied to anything from a project to the organization itself.

In the Four Powers of Design Model, there are 4 perspectives in what the Design does.
There are 2 kinds of design: Functional Design and Experiential Design. Studies have shown that when focused on only one, the profit can increase by 9% but, when both is used together the 9% goes up to 20%. Understanding your audience is one of the most important aspects to have in your company or business. The User-Centered design is good in placing your audience in the center because the design you make is for them not you. All the needs, feelings, and behaviors of the audience you possess are needed to be clear to you. Unstructured interviews help explore the interests and opinions in clients and very useful tool in gaining new experience. There are 4 types of roles for the researcher. they go from observation to participation. After gaining all the information you need to organize and see what you got and need to get still. The outline strategy for researchers goes by 6 steps: Background, Research questions, Methods, Implications, Schedule, and Budget. Each step is very important. Another part in organizing is a model. The Logic model is good with timelines, events, and is very good at mapping out strategies. When gaining human experiences, the 5-Es will be a good structure. Entice, Enter, Engage, Exit, and Extend. Otherwise asking questions and taking notes are always useful.