A young girl who looks like the possessed Regan from The Exorcist movie complains to a friend that she’s been typecast. She says she’d like to be in a period piece, a musical, a children’s play, or even in a shampoo ad. When we see her performing such parts, the results are nothing short of disastrous.

Camera card: “If you were born to do something, it’s no use doing something else.”

Enter Escola Panamericana de Arte e Design logo.

More than offering arguments, we decided to show the power of design by testing it in the real world. We chose a product with very low differentiation between the brands: mineral water. Bottles with absolutely identical content were divided in two groups. On one of them, we applied labels with a beautiful design, developed by a group of designers. On the other group of bottles, we placed poorly made labels, merely informative. And we performed a test with consumers in a supermarket, filming the action. The results proved that good design is worth a lot.

The number of applications for the Design Course increased 28% in relation to the same period in the previous year. The students that had already chosen the course felt good about themselves and stimulated to promote the video and the course to their peers, which increased the interest for the course even further.