How Branding is like Surfing: Form follows Function

In the design world, strong designers understand that “form follows function.”

In other words, if it doesn’t do its job, no one cares how cool it is. Obviously, here at Four Fin, we value the power of art and pleasing aesthetics, but design is more than aesthetics. Design is problem solving and that has to start with function. What will the website need to encourage people to do and feel? What are the marketing goals of the print ad? What’s the most efficient and pleasant way that a user can grasp the heart of the brand from this brochure we’re designing? These are the questions we ask ourselves.

This concept of “form follows function” is just as strong in other facets of life, and naturally… here we go talking about surfing again…   

1. A pretty surfboard, shaped by an amateur – won’t last a year in your quiver.

2. A basic or ugly surfboard that’s expertly shaped for your surfing style – you’ll grow to fondly nickname it ‘old trusty’.

3. A gorgeous surfboard, expertly shaped – #boardgoals. When you pull it out of the bag – where it’s kept because it means that much to you – you know what it will feel like to ride (amazing), and its beauty gets you every time. Literally – the board makes your heart swell.

You can’t surf on a shit board

Not many surfers can spring for option 3, and if they had to choose between the first two options, good surfers choose option 2. You know, so they can surf, and have fun doing it. Function first. Form follows.

Designers are not Artists

Are designers artistic? Yes. Are they artists? No. That’s because artists think ‘form’ first, and we love (and envy) them for it. Have you ever seen an ad or poster, so slick and creative, and you can NOT remember what brand it was for or what it was trying to get you to do? Or maybe, you pinned it for eye candy, or even framed it and put it on your wall. It’s a real work of art! But, you never took it seriously for its intended purpose. Familiar?

That’s because at some point, somewhere in the world, a well-meaning and talented graphic designer was given a job, and they put form first. They nailed the form. This designer likely should be an artist instead. When they do change careers (own your true gifts, talented people of the world!), we will buy and hang their art on the walls of our office. Their commitment to form, will inspire our creativity as we think about brands all day, function first.