Looks matter and we should never forget that great
design wins business while poor design costs business.
Beauty is, of course, in the eye of the beholder and it’s
the same with design.
Like Marmite, one concept will be loved by certain
people while others will find it unpalatable.
It’s much better to choose a design that a group likes
rather than relying on the choice of one or two people.
When redesigning our credentials presentation,
we conducted A|B testing throughout the process,
involving our entire team in every aspect from choosing
typefaces to colour schemes.
We now have a document of which everyone is proud
because they helped design it!