Marketers live in an age where it’s not enough to deliver to customers, satisfaction worth Rs. 100, for a purchase that costs the same. The barometers of customer satisfaction have now given way to the even more demanding yardsticks of customer delight. And to deliver more satisfaction than price to consumers, the world now looks to the science of design.

Located at the neo-frontal cortex of the human brain is the place that dictates the linear logic which says two plus two equals four. Naturally, most marketing efforts that target this part of the brain, fail to deliver two plus two equals five, and hence amount to zero customer delight.

Fortunately, there’s also the limbic brain – that place in our heads responsible for processing feelings like trust, affinity, joy and preference. And this is exactly where design can kick in. Using a sensorial approach to trigger things like information hierarchy, liking, loving and choice. Making the use of colour to create not only uniqueness but also preference, by delivering delight.

Design helps a brand manifest this delight on packaging, at retail spaces, in shopping bags, in people’s homes, in their hearts, and indeed, their minds. Using an inter-disciplinary, wholistic approach we create a design environment that tips the scales in our favour across every consumer touchpoint.

But when you start seeing design beyond the mere prisms of graphic and package design, you realise that design can not only solve complex business problems like the need to create disproportionate customer delight, but even larger social problems like crime.

Take, for example, a building with a few broken windows. If not repaired soon, the tendency is for vandals to break a few more windows. Eventually, they get emboldened enough to even break into the building, and if it’s unoccupied, become squatters. But if the broken windows are repaired speedily, then the whole cycle of crime escalation would be nipped in the bud. And this is exactly what Mayor Rudy Giuliani famously used to curb vandalism in New York City in the 1990s.