Infographic: Does design matter?

Graphic Design

We’ve seen a lot of articles in the media lately about how design is an increasingly important factor in the success of companies. But does that sentiment trickle down to the people actually running small businesses and deciding how much emphasis to place on design work?

To find out, 99designs polled 1,500 small business owners, startups, entrepreneurs and design decision-makers on graphic design and its importance to their business. The results sent a clear message: small businesses really do care about design, and expect it to become increasingly important to their success in the years ahead.

Here are the key findings, which you can see illustrated in our infographic below.

Small businesses consider design important to their success: 80% think the design of their logos, websites, marketing materials and other branding tools are either “very important” or “important” to the success of their companies.

Affordability continues to be a factor for small businesses: 65% of small business owners said they would pay up to $500 for a new custom logo; 20% indicated they would pay as much as $1,000; and 15% indicated they would spend more than $1,000.

Blue is the color small business owners most associate with success: Fifty-seven percent of respondents associate the color blue with success; the second most cited color is green (35%) followed by white (32%), black (29%) and red (21%).

Apple topped the lists for best logo and best website, while Wal-Mart topped the worst lists for both categories: Asked to name the companies with the best and worst logos and websites, those identified most often were (in order of frequency):

Best logos: Apple, Nike, Coca-Cola, Google and FedEx

Worst logos: Wal-Mart, Microsoft, Pepsi, IBM and Google

Best websites: Apple, Amazon, Google, Facebook and Nike

Worst websites: Wal-Mart, Yahoo, Facebook, MySpace and Microsoft


*Click here to see our infographic in full-page format.

Jason Sew Hoy

COO at

An early member of 99designs, the worlds largest online graphic design marketplace, Jason has been instrumental in the company's rapid 5­ year growth and global expansion. As Chief Operating Officer and Asia­ Pacific General Manager, he is passionate about product strategy, user experience, internationalisation and creating a high­ performance product development team.



Marketing and communications


Anonymous asks

Comments (4)

Neil Steggall

Neil Steggall, Partner at Wardour Capital Partners

Jason, A great article with a beautifully designed lay out which says everything. It took the eye and mind through the whole article and images are retained faster and for longer than works.

Phil Khor

Phil Khor, Founder at

Great infographic! So glad we stuck with the color blue for this site :)

View all (4) comments