There is an old saying, much touted but the utilitarian Modernists of the early 20th Century, that “form follows function”. This approach to product design creates an object whose form (how it looks and how it is used) should be informed and shaped by the function of the object. Now, many baulk and cry out against such statements as it has connotations with minimalism, stripped back, pared down aesthetics and utilitarian coldness. But this is a short-sighted understanding of a very helpful and, in fact, crucial tool in design. It creates a solid foundation to build upon and a framework from which to explore. Know matter where your graphic explorations take you, there is a measure you can come back too. You won’t get lost in the wilderness if you have a guide.
In print design, before even thinking about switching on the computer, the first and foremost consideration should be about what the function of the piece is. It’s no use generating ideas, designs, layouts, wireframes etc. if the function has not been clearly understood.
At a basic level, there are three main areas to consider: content, audience, medium. All three blend and blur into each other but it is helpful to think about them separately.
THE CONTENT (WHY?)
The content is a big driving force behind the design as this is what you are trying to communicate. It could be purely long copy, such as a novel, or maybe it’s an editorial piece with a combination of images and text or perhaps an advertising campaign with a mix of flyers, posters, tv ad, or signage on a wall to direct people. Understanding the content – what it is and what it’s aims are will help with making design decisions. What is this information trying to do?
Another key part of understanding the content is knowing the aims of the client. They have generated this content and approached a designer because they want to achieve something and so gleaning as much from the client as possible is a good thing to do. Really try and see the project from their point of view as this will give a helpful context to work in and can save both client and designer wasted time, energy and avoid exasperation and unrealistic expectations on both sides. For example, it may be that they have little budget and time and so commissioning that illustrator you love to draw detailed images may not be an option.
THE AUDIENCE (WHO?)
When considering the design, keeping the intended audience in mind is very important. We’ve already discussed that the main aim of any piece of design is to communicate the message, but there needs to be an audience for the message and they are a key element. Understanding who they are, what they do, how they will interact with the design, where they will most likely be and at what time etc. are important things to understand and remember. Obviously, no-one fits into a perfect box but there are general “types” of people that can help categorise and focus the direction and approach. Much of this information can be gleaned from research into the particular market that the client works in. Now, market research and target audience is a huge world and people dedicate themselves to become specialists in this area. If a client has gone through a proper branding process then they should be able to tell you this already. If not then a short bit of research and brief discussion with the client can give a steer and a decision can be made to whom you shall be targeting. Usually, most clients haven’t even considered this and so may find even the smallest bit of insight and guidance really helpful.
THE MEDIUM (WHERE?)
The medium is another major consideration, for example the type of material, the dimensions, it’s location, where, when and how it will be used. It could be an A4 paper brochure, a single colour A0 poster, supergraphics on the walls of a building, a business card or advertising banner. Thinking about these things can, again, help guide design decisions and lead the designer to an appropriate and powerful design solution.
This campaign by GREY, shows how they have come up with a creative solution by considering the content, audience and medium. An outdoor lenticular billboard, shows two different images depending on the height of the viewer. This targets a direct message to children under 10 (based on average height) whilst raising awareness with adults too.
Far from being a stringent limitation to the design process, considering “form follows function” focuses a project in a relevant and helpful way and frees the designer to explore avenues of research, investigation and graphic thought.
