What role does great design in communication (web design, advertising, graphic materials, etc.) play in building business? Even in B2B? Is there a special argument for great design now, when the economy is a long way from recovery? How much more does great design cost, and can a return be calculated? Finally, what is great design and how can you tell the great from the mediocre or poor?

To answer my own question, I like to use the analogy of a how a salesperson is dressed. Great design is like an impeccably dressed individual whose entire outfit is coordinated. All elements fit properly, and are clean, neat and pressed; colors are drawn from the same palette.

Of course, we all have different styles of dress. But the point is that the entire outfit works together. Compare this to someone whose outfit is thrown together without thought, with an obvious spot or wrinkle.

As a business owner, do you believe that great design has value? As someone advising a business owner, what argument do you use for investing in great design?