Marketing Question: The ‘Form versus Function” debate applies in many arenas, in
ID: 384827 • Letter: M
Question
Marketing Question:
The ‘Form versus Function” debate applies in many arenas, including marketing. Some marketers believe that product performance is the end all and be all. Other marketers maintain that the looks, feel, and other design elements of products are what really make the difference. Take a position – Pro or Con: Product functionality is the key to brand success versus product design is the key to brand success. Discuss in detail. Assignment Outcomes Integrate the course concepts through interaction with other Learners and your Mentor
Explanation / Answer
Product functionality is the key to brand success versus product design is the key to brand success.
Without functionality, form fails, especially in the long term. In fashion, they say functionality is the last thing when it comes to fashion. But even in fashion, without functionality, mere form fails e.g. many couture designs are mocked for not being wearable.
A product satisfies many levels of needs of a consumer. Consider Maslow’s hierarchy of needs – (basic, safety, social, esteem, self-actualization). Without satisfying the basic need, consumers don’t jump to higher level needs. Function satisfies like a basic need.
We need to consider the following
Most consumers, most of the time gives greater importance to functionality. A product with great form but without content/ functionality may succeed in having an instant hit but is bound to fail in the long run.
Form/Design does not hang separately. The design itself is considered a form of functionality. Several product designers try to instill functionality through the form. E.g. the minimalism in Apple’s products succeeded because of the functional benefits like readability, ease of use etc.
People tend to give greater importance to emotions, social and psychological benefits like esteem. Also, consumers tend to perceive a Product’s functionality through its form.
Marketing should be able to groom people’s perception and differentiation. Mere functionality may not achieve such goals many times. They say,’ there is always a better product than the successful product,’ Successful products have good form/presentation in common. Marketing involves a lot about the presentation of a product service. But a good functionality provides the platform for this form to succeed