RETURN ON DESIGN (or icing on the cake)

Many companies have been looking to reduce their meeting and events budgets to the 'essentials'. Often this means looking at design elements - especially custom created ones - and seeing dollar signs --- for COSTS. Yet, few look at the INVESTMENT in a branded experience as having a real "return on design". Interactives, presentations, graphics, and demonstrations can all be persuasive, but the first, and often largest impression comes from the look and feel of the environment these elements live in.

A booth, stage set or exhibit that is by its nature relatively large and often relatively static is the constant in many visual schemes. It is seen first, seen by everyone, and is pervasive and omnipresent. It is also often the ONLY impression made on passers by- even if they are not drawn into the event. So missing a chance to use the environment to make an impression - or a series of impressions - that influences a visitor can be a real lost opportunity.

This is especially true when considering the huge base investment in getting the program up and running. Often the ("nice to have" but unaffordable) design elements are a very small percentage of the overall cost - but have the most impact. So cutting them reduces the potential ROI on the initial investment.

Think of it like ICING ON THE CAKE. You need to bake the cake, develop recipes, buy ingredients, put in the labor and have a place to display it and advertize to draw in customers - yet none of that sells the cake.

Good STRATEGICALLY CONCIEVED DESIGN has the same impact as the investment in the "icing" - it can and should MAKE THE REST OF THE INVESTMENT PAY OFF.