Riding High: Dark Horse Demonstrates That Strong Design Drives Sales

Published

July 19, 2021

Filed under

Dieline Awards 2021, Wine & Champagne Packaging

Design might be considered the dark horse of the marketing worldâa little mysterious and undervalued, but undoubtedly effective.

The Designalytics Effectiveness Award, included in this yearâs Dieline Awards, was created to dispel some of the mystery around designâs impact on brand performance. This award is unique because itâs entirely data-driven; retail sales performance and quantitative consumer testing determine the winner.

This year, the redesign for Dark Horse, led by Brooklyn-based branding agency forceMAJEURE, was selected as the grand prize winner of the Designalytics Effectiveness Award.

Kim Gaskins

Kim Gaskins is the Senior Vice President of Marketing and Design for Designalytics, a company that provides design performance data to consumer brands. Prior to this, she led marketing efforts for Nielsen Design Solutions. A firm believer in the power of visual communication, Kim launched the Designalytics Effectiveness Awards and the Nielsen Design Impact Awards in partnership with Dieline—programs designed to spotlight the incredible impact that effective design can have on brand growth. When she’s not writing, she enjoys strong coffee, dry humor, and a good audiobook.