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Entry
Criteria
Who
can enter?
Client companies can enter, either in partnership with their
own design teams or design consultancies.
What
can I enter?
Any design projects; either re-designs or new products that
demonstrate the effectiveness of design in significant situations
for your client's brand or company. The entry may have been
launched at any time however your entry must include evidence
collated within the last 18 months.
What
are the judging criteria?
Overall, judges are looking for designs that prove beyond
reasonable doubt a cause and effect between the new design
and business success through results. Effectiveness is measured
in terms of commercial benefits achieved for the client and
the customer and is not related to standards of aesthetics
or 'good' and 'bad' design. For example, increasing sales
alone is not as significant as increasing sales in a declining
market and increasing staff morale.
Cause and effect
Proof beyond reasonable doubt of a cause and effect between
the design solution and the results. Evidence of the targets
set in the original brief and the results achieved.
Clarity
of results
The judges are not looking for an in-depth analysis of why
a particular design solution was chosen but what results were
achieved.
Scale
of effect
The significance of these results in the relevant commercial
context or in the overall context of the business itself.
Winning entries often describe design projects that have had
a significant impact on business performance in a broad context.
For example, a product or identity that creates new business
and jobs and captures a significant share of an existing market
could be relatively more significant than an entry describing
only an increase in sales. A 300% increase in sales in a booming
market may be less significant than a 10% increase in a saturated
one. Or, a design that turns a whole company around is more
significant than one that adds a modest increase to sales.
Explanation
and proof of effect
A project's success must be linked to a measured fact rather
than an assumption. Use factual research to substantiate your
claims (wherever possible this should be independent of client
and consultancy). The effect of design must be isolated by
also evaluating the effect of other influencing factors e.g.
advertising campaign, direct marketing. It is not enough to
state that sales went up by X percent after the introduction
of a new design.
Clarity of presentation
How well written, structured and presented is the case? If
design was the
only change, make this very clear in your entry, otherwise
judges may assume
other factors. |
