When all that glitters turns gold

Judging criteria

The DBA Design Effectiveness Awards recognise projects that demonstrate design’s tangible effect on a client’s business. Entrants must present proof beyond doubt that the client’s business problem was solved by the design solution. During the judging process, results such as profitability, sales, market penetration, distribution, staff morale and market share are measured against the initial client brief. Were sales targets outperformed? If so, by how much? Was company turnover affected? Did the company’s share price go up after the design was complete? Did the new design cut print and production costs or otherwise impact profit margins? Did the design have social implications? If so, what were they? How long did it take the design work to deliver a return on investment?