Design Amid : Design + Lifestyle Magazine




Login / Register
Home / Cover | Masthead | Categories | Advertise | DA Awards | Contents | + Submit an Article or News December 9, 2022

How to Measure Value of a Design Award

How to Measure Value of a Design Award

Manual Review for Measuring the Return on Investment (ROI) for Design Competitions

The self-assessment survey of design competitions as also used in ( provides a quality score mostly based on transparency and information sharing with the participants, but a manual review of a design competition is required to measure the Return on Investment for design awards.
The measurable component of the economic value provided by a design award could be calculated by checking 4 elements: 1. Equivalent Advertisement Generation 2. Impressions Generated 3. Consultancy Value 4. Impact on Perceived Utility:
1. Equivalent Advertisement Generation: Instead of hypothetically measuring “indirect economic benefits”, we can actually measure by numbers how much winning an award generates added advertisement value by checking the number of pages the product is featured at various media (both traditional and online) thanks to winning the award.
Products that are awarded are usually mentioned by an editor in a magazine or blog and therefore they actually have higher value than just advertising them full-page at that magazine, because the authority value and credibility of the editor is reflected to the product as well. To calculate it, it is easy to ask “how much editorial content costs” in your magazine or blog to publishers, and sum number of publications times their costs to find real totals.
So the question to ask is if “Winning the award generates or leads to mentions in the traditional media or press” and “How much mentions does winning the award generates”. It is irrelevant to ask how much these advertisings would be effective; it depends on many external factors, the magazine, the product etc.
2. Impressions Generated: For further public relations and communication, some awards do organize exhibitions and also sends newsletters to media, press, and the public. These events, mails and announcements generate impressions that are good for improving the brand awareness, for example an editor would perhaps not use your press release for winning the awards, but she will remember your brand and she could publish another, perhaps she could later publish a more relevant news article about your company in the future.
Organizing an exhibition, attending at fairs, sending newsletters and press release distribution are some ways of creating impressions and they should and could be accounted. We can divide it into two: impressions to press and impressions to public.
Website metrics of design competitions such as Alexa ranking could be used as a way to have numeric data for a comparison for the impressions generated to public. While for media, we could for example state whether the award has a regional, national or worldwide reach.
For public survey, the hypothesis if the “impressions generated by winning the award benefits the company or not” can be checked by asking the public whether “If they ever heard of a company or product due to the product or company winning an award?” and also whether they check “Award websites or yearbooks for new products or services that could be interesting”.
3. Consultancy Value: This is one of the aspects that at first looks hard to measure in numeric terms but actually it can be measured relatively easy; participating in a design award can have direct impacts to the company the following way: Through feedbacks and scoring.
If the jury members would be providing some feedbacks or participants could see their scores; at this level, the award works as a benchmarking tool in addition to consultancy service for design evaluation. It might be highly relevant for example for a company to know what some industry experts are actually thinking about the product; especially if the product is at concept stage or if they are thinking to apply for world-wide patents (for competitions that announce results to companies earlier), it is like having a focus group of experts commenting on your product.
Ask yourself, if you wanted your product to be evaluated by a group of professionals (the jury) how much you would be paying i.e. how much does it cost to have external consultancy; the answer to this question is the numeric value you would gain if 1. There are feedbacks or score provided by the award, and 2. If the jury is composed of professionals. In summary, a good award with a well picked jury and which provides feedbacks would create added value for the company, so the questions to ask are “Does the award provide feedbacks or score sheet to participants” and “Does the award has a well-known and respected jury”.
4. Impact on Perceived Utility: The actual and initial impact of a design awards effect would be on the perceived utility i.e. value of the product or service rather than the sales price or market share (as suggested by Tung Jung Sung); sales price is based on the perceived utility of the product by customers, and market share is based on many factors, one being the sales price, so it turns out the previous studies made by scholars without proper economic backgrounds are plain wrong because they try to measure impact of design awards on “sales price”, “market share etc.”
These dimensions are perhaps relevant and of interest to some managers at marketing departments at big companies, as they are “easy answers in numbers” but from a real and advanced perspective they are irrelevant; an award effects the core value perception of the product rather than its final price or market share.
Therefore the survey or the question should be intended to discover whether an award increases the perceived value of the product or not. It is also relevant to know if the award itself provides a tool to create this added perceived utility; this is created by for example “Winners’ badges or icons” that could be applied on products.
To answer the added perceived value generated by winning the award, we can ask “Given two commodities, would you prefer the one with the design award or not”, “Would you buy an award-winning product even if it costs slightly more from the competitor’s substitute product” etc. Percentages can be indicator of the added value generated.
This is actually very similar to “certificates” on products; i.e. eco-friendly or services; ISO-9001 etc. Having an award is like accrediting your product, having a “certificate of good design”. For example having an energy-savings certificate could have 25% premium on the value of a building as shown by Franz Fuerst and Patrick McAllister, similar mechanisms would apply for design awards.
However calculating the percentage is out of the scope of this discussion, instead as an economist I would assume that the award increases the perceived value of a product by 10% given that 1. “There is a winners’ badge or a badge that could be used on the product (such as good design mark), 2. “The company actively promotes it.
Things that are harder to measure: 1. Contributions to Design Culture: In addition an award could have potential contributions to design culture by creating higher competition within the design teams, it creates an incentive for the designers to work for a “title: award winner”, and it is also a way to support them; winning the award not only benefits the company, but its designers as well, it is something they are proud of, this fact however, is slightly harder to represent numerically, so we will not account it. We could have insights for this asking: “Do you think winning the award makes your company more competitive”, in likert scale (less likely, more likely) etc.
It could also be beneficial for 2. HR Purposes: An award can be an attractor for some designers, and it could potentially create reasons for young designers to join your company if you are an active participant in competitions, though the statistics would most probably be insignificant and inconclusive. 3. Company Reputation: Generated brand awareness for sure provides a benefit in terms of increased reputation, it shows the innovation ability of the company, but it is really hard to measure the economic value generated in monetary terms in this sense.
Franz Fuerst and Patrick Mc Allister, 2011. “Green Noise or Green Value? Measuring the Effects of Environmental Certification on Office Value”, Journal of Real Estate Economics V.39:pages 45-69, DOI: 10.1111/j.1540-6229.2010.00286.x.
Tung Jung Sung, “An empirical study of the perceived values of world-class design awards for Taiwan's design-award-winning firms”, IASDR 2007 Conference Proceedings, The Hong Kong Polytechnic University.
Tung Jung Sung, Manlai You, Yi-Ta Lu and Shu-Shiuan Ho, “A Study of the Effects of the Type of Design Award on Design Capability and Business Performance”, IASDR 2009 Conference Proceedings, The Hong Kong Polytechnic University. Pages: 2173-2182.

This article was added on Monday, 27th of January, 2014 at 05.26 am by author Onur Cobanli Tags: design awards, design competitions, value of design awards. Read our copyright policy here.




Olena Sydoruk has won A' Design Award in Arts, Crafts and Ready-Made design category.

Ads for Design Awards

Walking through Salone Satellite 2012

Kazakhstan Fashion Week'12

Teleportation Rings, Mysterious People and Background Voices

Design Adage

Cecilia Pozzi Designs

Elena Galli Giallini and Spawton Architecture complete the architectural interior design of Sino Ocean Taikoo Li Chengdu retail arcade

Stereo Strikes Back!

Miles J Rice Designs

15 Ingenious Jewelry Design Ideas

Roberta Borges Designs

Nima Bavardi Designs

DA Design Awards

Design Mediation and Brokerage




Random Article
» Olena Sydoruk has won A' Design Award in Arts, Crafts and Ready-Made design category.
A' Design Award


Furniture, Decorative Items and Homeware Design
Packaging Design
Architecture, Building and Structure Design
Fashion, Apparel and Garment Design
Lighting Products and Lighting Projects Design
Toy, Games and Hobby Products Design
Digital and Electronic Devices Design
Interior Space and Exhibition Design
Vehicle, Mobility and Transportation Design
Interface and Interaction Design
Home Appliances Design
Graphics and Visual Communication Design
Computer Graphics and 3D Model Design
Photography and Photo Manipulation Design
Engineering and Technical Design
Scientific Instruments, Medical Devices and Research Equipment Design
Movie and Animation Design
Food, Beverage and Culinary Arts Design
Building Materials, Construction Components, Structures & Systems Design
Social Design
Idea Design
Arts, Crafts and Ready-Made Design
Meta, Strategic and Service Design
Unexpected Design
Information Technologies Design
Hardware, Power and Hand Tools Design
Young Design
Heavy Machinery Design
Performing Arts, Style and Scenery Design
Music, Audio and Sound Design
Writing, Literature and Content Design
Excellence in Design
Diligence and Intelligence in Design
Actor, Talent and Model Design
Hospitality, Recreation, Travel and Tourism Design
Futuristic Design
Social and Behavioral Sciences Design
Natural Sciences and Mathematics Design
Awards, Prize and Competitions Design
Event and Happening Design
Sports, Entertainment and Recreation Equipment Design
Textile, Fabric, Textures, Patterns and Cloth Design
Safety Clothing and Personal Protective Equipment Design
Beauty, Personal Care and Cosmetic Products Design
Chemical Products and Consumables Design
Sales, Contact Center and Customer Service Design
Pet Supplies and Products for Animals Design
Banking and Finance Instruments Design
Jewelry, Eyewear and Watch Design
Bakeware, Tableware, Drinkware and Cookware Design
Baby, Kids' and Children's Products Design
Fashion and Travel Accessories Design
Art Materials, Stationery Supplies and Gift Items Design
Prosumer Products, Tools, and Machinery Design
Security and Surveillance Products Design
Bathroom Furniture and Sanitary Ware Design
Manufacturing and Processing Machinery Design
Energy Products and Devices Design
Business Plan and Corporate Operational Plans Design
Information Processing Tools Design
Street Furniture Design
Landscape Planning and Garden Design
Urban Planning and Urban Design
Human Resources and HR Programs Design
Education and Training Content Design
Yacht and Marine Vessels Design
Car and Land Based Motor Vehicles Design
Agriculture, Horticulture and Fisheries Design
Aerospace and Aircraft Design
Multidisciplinary and Interdisciplinary Design
Core Resources Manufacturing and Extraction Design
Spacecraft, Spaceplanes and Spaceship Design
Generative, Algorithmic and Parametric Design
Digital and Broadcasting Media Design
Print and Published Media Design
Construction and Real Estate Projects Design
Musical Instruments Design
Differently Abled and Seniors' Assistance Design
Public Awareness, Volunteerism, and Society Design
Governance and Public Services Design
Creative Legacy, Retro and Evergreen Design
Cultural Heritage and Culture Industry Design
Luxury Design
Mobile Technologies, Applications and Software Design
Advertising, Marketing and Communication Design
Creative Industry and Lifelong Design
Cybernetics, Prosthesis and Bio-Engineering Design
Radical Innovation and New Technologies Design
Wearable Technologies Design
Engineering, Construction and Infrastructure Design
Footwear, Shoes and Boots Design
Furniture Accessories, Hardware and Materials Design
Limited Edition and Custom Design
Design Quality and Innovation
Sustainable Products, Projects and Green Design
Design for X
3D Printed Forms and Products Design
Disposable and Single-Use Product Design
Website and Web Design
Ease of Use and Universal Design
Adult Toys and Products Design
Methods, Techniques and Strategies Design
Legwear, Pantyhose and Hosiery Design
Industrial Design
Spatial Design
Graphics Design
Strategic Design
Interaction Design
Structured Product Design
Advanced Design and Design Research
Concealed, Hidden and Secret Design


1018.Article #1018
For Index, click here.
Google Advertisements
More Advertisements
Design Competition
Design Mega Store
OMC Design Studios
Copyrights ©2022 | Privacy Policy | Sitemap | RSS Feed | Register | Login