I believe that good design is an expression of clear purpose. You want your product to be noticed and desired not the design.  It's not only about communication it's about the ability to manage your message on both conscious and subconscious levels. Identity should permeate every corner of your operations. From obvious things like web sites and stationary to the not so obvious like a building facade Impactful shelf presence translates to increased sales. After we redesigned the packaging for this popular diet product we saw a 15% increase in sales. After owning my own company for 8 years I see the value of good design. I also see its limitations; good design must be part of a larger strategy to generate sales. Developing an e-commerce site for a manufacturer with 3500 items was quite a  logistical challenge. But the real challange was  developing the inbound marketing strategy that attracted visitors to the site.