Designing money explains design theories simply to help you improve your company's profitability. Companies that introduce design into their visual communications and improve these communications considerably increase their profits. Why? Because of the halo effect. This a reaction that causes our opinion and assessment of a brand to influence the way in which we judge and assess that brand when we see it. For millions of years natural selection has been determining life and death. Looking beautiful used to mean health. The brain has inherited this understanding that beauty is related to strength and efficiency. If you have a beautiful brand it will be connected to strength and efficiency. Therefore, companies that have a great brand or that improve their visual communications increase their profitability.