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ETD Abstract Container

Abstract Header

Small Businesses and Their Perceived Value of Design

McCullough, Ian
http://rave.ohiolink.edu/etdc/view?acc_num=kent1416910622

Abstract Details

2014, MFA, Kent State University, College of Communication and Information / School of Visual Communication Design.
This study is a study of small business owners and their perceptions on graphic design. The basis for this study was to gain an understanding of whether or not small businesses view professional graphic design as a beneficial service worth pursuing, and why or why not they are employing the services of professional designers. The design process itself is regarded as an important tool; in a study, firms that saw design as a process or used it to innovate increased their sales by 50% more than the norm. Design can also directly affect other areas of a business, such as the firm’s image. A recent study suggested that firm image will benefit more from designer involvement in website development and corporate visual identity development if the firm adopts an innovative strategy to experiential design. While these large businesses see major benefits through the deliberate attention to funding for professional design, small businesses, unfortunately, may not have the opportunity to experience these benefits due to budgetary constraints. Small businesses also may fail to recognize the difference in the lesser value of inexpensive options versus the high value generated by professional designers (Holston, 2011). This thesis will be a comprehensive study on the perception of the value of design by small businesses. It will explore their understanding of design, the value it generates, what their metrics are for success within the business, and how design can directly affect those areas. The implications of this thesis will be the ability to start an informed conversation between professional designers and small business on the value of design. Designers will have a better idea of how to sell themselves and their services to small businesses, and those businesses will see the benefits professional design can bring to a company—such as an increased ROI and enhanced firm image. By gaining a deep understanding behind the motivations of a small business, designers can attach themselves and their services to the success metrics of the company. This study will look at case studies exploring the positive impact graphic design has on businesses in multiple areas. Primary research was conducted as well. Interviews with small business owners in Kent, Ohio were performed, and these conversations help to provide an understanding of how small business owners perceive design. Finally, suggestions will be provided to aid graphic designers and design related firms to have a reasonable conversation with small business owners, alleviating their concerns and speaking directly to their perceptions.
Visocky O'Grady Ken (Advisor)
58 p.
Design
Small Businesses; Graphic Design; Perceived Value

Recommended Citations

Citations

  • McCullough, I. (2014). Small Businesses and Their Perceived Value of Design [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1416910622

    APA Style (7th edition)

  • McCullough, Ian. Small Businesses and Their Perceived Value of Design. 2014. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1416910622.

    MLA Style (8th edition)

  • McCullough, Ian. "Small Businesses and Their Perceived Value of Design." Master's thesis, Kent State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=kent1416910622

    Chicago Manual of Style (17th edition)

kent1416910622
10,497
© 2014, all rights reserved.
This open access ETD is published by Kent State University and OhioLINK.