Form or Function?

We start HOW as a knowledge-sharing community for marketing experience. HOW fuels the mission to spread insight & best practices. In this edition, we talk about design and whether we should let form follows function or function follows form.

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