Good design is good for business: Dominic Twyford

Presenting his topic on'Design Thinking and its impact on retail brand valuation and profitability' at In-Store Asia 2016 in Pragati Maidan, New Delhi, Dominic Twyford, Client Services Director, FITCH South Asia emphasised that design is thinking, which should create an impact on the business and a dent in the industry, if not it would just be a craft. "Good design is good for business,” he added.

During his presentation, Dominic spoke about the'5 rules of good design for retail businesses', which included the industry to get human, the need for speed, being generous, increasing sale by selling experiences and being more like a stage director and less like an architect. " Sales shouldn't be the only driving force. Improving store experiences will improve business. And we as designers need to assist clients in understanding this,” Dominic explained.