# How Great Design Drives Business Growth

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Available for Projects
Ndumi Khanyile
CEO, Paint Digital Studio

June 5, 2025

## The Business Case for Design Excellence

For most of its commercial history, design has been treated as a service layer — something applied after the real business decisions have been made, to make outputs look appealing. This misunderstanding has cost businesses enormously. The evidence for design as a primary growth driver is now unambiguous, and companies that continue to underinvest in it do so at measurable competitive disadvantage.

The Design Management Institute's annual Design Value Index has consistently shown that design-led companies outperform the S&P 500 by more than 200 percent over ten-year periods. McKinsey's Design Index, published in 2018 and updated since, found that companies in the top quartile for design performance achieve revenue growth 32 percentage points higher than industry peers. These are not marginal differences — they represent structural advantages that compound over time.

## Where Design Drives Growth

The growth impact of design manifests across several distinct vectors:

- Brand perception and pricing power: Strong visual identity allows businesses to command premium pricing. Consumers reliably associate quality of design with quality of product, and they price-shop less when they trust the brand.
- Digital conversion: UX design directly determines whether digital visitors become customers. Research by Forrester found that a well-designed user interface can increase website conversion rates by up to 200 percent. Good design removes friction; friction costs revenue.
- Customer retention: Customers who have a positive experience — which is partly a designed experience — stay longer and spend more. The economic value of retention dramatically exceeds that of acquisition in almost all business models.
- Talent attraction: A compelling brand attracts better people, who do better work, which produces better products. The talent flywheel is real, and brand quality is one of its primary inputs.

## Design as Strategy, Not Style

The distinction between design as strategy and design as style is the most important conceptual shift a business leader can make. Style is about preference; strategy is about outcomes. When we design at Paint Digital Studio, every decision — from the primary typeface to the navigation architecture to the spacing system — is made in service of a business objective, not an aesthetic one.

This does not mean the work is cold or mechanical. Good strategic design is also beautiful, because beauty itself performs a function: it communicates care, builds trust, and creates emotional connection. But beauty is a consequence of strategic rigour, not a substitute for it.

## Building Your Design Advantage

The businesses that will win the next decade are those building design capability now — not as a vendor relationship, but as an embedded strategic competency. Whether through a trusted studio partner or an in-house team, the organisations that make design a boardroom priority will outperform those that treat it as a cost centre.

The data is clear. The only question is whether you will act on it.

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## ©More Articles

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## ©Let's Talk

Available for Projects
Let's Talk
Ndumi Khanyile
CEO, Paint Digital Studio

Paint®

Digital Studio

## Crafting Innovative Digital Experiences.

info@paint-ds.net.za
info@paint-ds.net.za
+27 10 141 6167
+27 10 141 6167
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