For every ￡100 a business spends on design, turnover increases ￡225, says the British Design Council. Companies increasingly use design to add value to their products and services in order to differentiate themselves in highly competitive markets. This strategy pays off. The Dutch hatchery technology company, Pas Reform, tripled its turnover and affirms its commitment to design: "It is much more than just decoration." Asparkling white with strong red accents emphasises Pas Reform's recently refurbished interior. In the spacious showroom, which doubles as a training centre, an incubator and a hatcher are on display. The whole setup conveys an air of cool professionalism. Appearance, being the first impression, is very important. Speaking with the responsible designer, I realise how much work has gone into creating the new look. "We had to tear down every non load-bearing wall just to get to the right look and feel," said the designer.
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