Design Communication is about understanding the target audience, anticipating its needs and reactions, giving it the right information and presenting it in an appropriate, and memorable way. Each and every one of us is pretty fluent in visual language and we all make instinctive decisions about which product or service to choose: we've all judged a book by its cover, we've all selected a product from supermarket shelves based on how nice the packaging is. And we've all decided against a company because their website was unnavigable, the customer service was slovenly, or their written information was confusing or patronising. That's just the way it is. The Design Council reckon that every £1 spent on design can be converted into £4 profit.
"Design should never say, “Look at me.” It should always say, “Look at this". David Craib, Canadian Designer