There’s this moment that happens, usually right before a brand is about to launch. Everyone’s tired. Budgets are stretched. Timelines are tight. And someone inevitably says:

“Can we just skip the design part for now?”

And every time I hear it, I flinch—not because I’m a designer and I take it personally (okay, maybe a little)—but because I’ve seen what happens when design gets treated like frosting instead of foundation.

Design is not where you cut corners.
It’s where you build value.

The Cost of Looking “Fine”

I once worked with a founder who had a great product, a solid story, and loyal customers. But his visual brand? Generic. He admitted he DIYed the logo at 2AM using an online template “just to get started.” Fair enough. We all begin somewhere.

But here’s what happened:
As the business grew, they started attracting press, partnerships, investors. Suddenly, the brand was everywhere—and the cracks were showing. The logo didn’t scale. The pitch decks looked off. Their website didn’t feel trustworthy.

They had to redo everything, mid-momentum.
They paid twice. In time, money, and credibility.

It’s not uncommon. Brian Tracy says, “Every minute you spend planning saves ten in execution.” I’d say the same about design. Every dollar you invest in thoughtful design saves thousands in redesigns, lost leads, and mixed messages.

Let’s flip the script. Think of brands like Mailchimp, Dropbox, or Headspace. Their early investment in strong, ownable, human-centered design set the tone for everything that followed.

Mailchimp, for example, leaned into bold illustration, a quirky tone of voice, and unconventional UX before it was trendy. They didn’t just look different—they felt different. It paid off. Mailchimp was acquired for $12 billion. Their brand wasn’t just a vibe—it was equity.

Even startups like Notion knew from day one: design isn’t window dressing—it’s the interface of trust. Every animation, color, and spacing choice signals thoughtfulness. And that trust compounds over time.

As Marty Neumeier puts it: “A brand is not what you say it is. It’s what they say it is.” Design shapes what they say.

Penny-Wise, Brand-Foolish

Let’s be honest—cutting design might save you $5,000 now. But what happens when:

• Your site bounce rate jumps because users don’t know where to click?

• Your logo gets pixelated on packaging, or lost in a sea of competitors?

• You lose funding because your pitch deck doesn’t match the level of your product?

The hidden cost of bad design is trust lost quietly.
And regaining trust is expensive.

Yes, There’s Data

Still not convinced? A 2018 McKinsey report found that companies with strong design practices outperform their peers by over 200%. The study looked at 300+ businesses over five years and proved what many of us already knew intuitively: design isn’t fluff—it’s function.

Apple didn’t become a trillion-dollar brand by looking good. They became iconic because every detail—from unboxing to interface—was an expression of care. A signal of quality. A promise made and kept.

What This Means For You

If you’re a founder, CMO, or growing business:
Don’t wait for the “right time” to invest in design. The right time was yesterday. The next best time is now.

If you’re a fellow designer:
Keep advocating. Keep educating. Keep showing how design drives results, not just reactions.

As Jony Ive said: “We are surrounded by objects that fail us.” Let’s not be the ones who build more of them.

Let’s create things that work beautifully, communicate clearly, and hold their value—for years.

xo,
Studio Vagari