What is design?

    May 25, 2021

    We use the word “design” to describe a lot of what we do here at EBY. However, a six-letter word can’t even begin to explain the range of work we do to meet the needs of our clients. What is the definition of design and what impact does it have on business?

    Design has always been an easy catch-all word to describe what agencies in our world do, but when you take a step back and evaluate the question “what is it we are trying to achieve” and “how do we achieve it”, what is the real answer?

    Herbert Simon, the American economist who pioneered a lot of what we talk about business today, summed it up as: 

    “Everybody designs who devises courses of action aimed at changing existing situations into preferred ones.” Herbert Simon, 1969

    And for commercial designers in marketing, such as ourselves, “changing existing situations into preferred ones” typically relates to selling more, whether that is a physical product or a service.

    Over a series of blogs, we will take a deeper dive into each of the design pillars and how we use particular specialisms to help businesses meet their objectives. There will be examples of great work, testimonials from customers, and ideas around how these can positively impact your business’s performance. The topics we’ll cover include:

    Brand identity

    The look and feel of a brand, the visual embodiment of its personality, logos, colours imager guidelines. Design is vital as it works as a framework and creates building blocks to communicate with customers. Find out more here.

    Brochures and catalogues

    The detail of the product showcasing what you can buy, what it looks like, the features, and how it works. They are the backbone of the communication toolkit for sales and the original king of content. Options for interactive, digital, video and augmented reality collateral have taken the humble brochure well beyond the printed page. Want to know more?

    Brochures and catalogues

    Balancing practicalities of protection, containment, transport and information and the commercial considerations that make a product stand out in a busy environment. We show how good design can increase sales at the crucial, point of purchase and make or break a product here.


    From developing a creative theme or idea to communicating the tangible features and emotional benefits of a product or service that raise awareness and drive sales. Good advertising is often the difference between a product’s success and failure. Design plays a big role in its success. In this blog, we’ll tell you why.    


    While many shows have taken a back seat during the past 12 months, there is no question about the importance of face-to-face meetings, showcasing products and having customer and prospects interacting with your business. How can design make your event or exhibition be a success? Find out here.


    Websites and apps have a fine line to walk between design aesthetics and functionality, User Experience and User Interface bridge much of that gap to get the user to the quality content they need quickly. Design plays an integral role in that equation, and we’ll show you just how important it is. 


    This is our view of design, and it is by no means an exhaustive list, but it’s what design means to us here at EBY. With clients using our knowledge and skills, we are helping deliver tangible results in the real world – not theory, not nice to have – but profits, revenue and shifts in behaviour, changing any situation for the better.   

    You can follow the blog for access to each of the specialisms as we look at each one in turn, if you want to find out more about how we can help you then please get in touch to arrange a call..


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