In marketing design, the ideal approach is a balance between form and function.

  • Function follows form: Function should be the foundation. We start from understanding your audience and what action you want them to take (function). Is it signing up for a newsletter, buying a product, or learning more about your service?
  • Form follows function: Form enhances function. Then we use design elements (form) like visuals, layout, and text to make that action clear and appealing. For example, a website landing page with a confusing layout (form) wouldn’t effectively guide visitors towards a “Sign Up” button (function).

For example

Feature Form Follows Function Function Follows Form
Priority Functionality Aesthetics
Design Process Start with the purpose and design the form around it Start with the form and design the function to fit it
Example Hammer High heels