adjective – ​costing a lot of money

I can't afford it—it's too expensive.

Good design is not only aesthetically pleasing, but also in line with the project's goal and strategy. Designs that provide all of them may seem costly for companies. Consequently, this is not expensive! Dr. Ralf Speth (CEO of Jaguar/Land Rover) says: “If you think that good design is expensive, you should look at the cost of bad design.”


“You shouldn't think of identity design as a marketing expense. Like other assets a business invest in, well-designed visual assets deliver value long after they are paid for, benefiting a brand for decades with no additional cost. Think of the Amazon logo we designed. Billions of boxes delivered over two decades, and every one of them with a smile in its face. That's an idea that will never grow old. And it works on everything from a packing slip to a fleet of aircraft."

David Turner  (Designer from Turner Duckworth)


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