Function & Form: How Functionality Plays a Role in the Design Process


When it comes to business we all try to be as efficient as possible and make sure that things are functional and working when we need them to. So, how is it that often with design and can get so swept away and carried away just because we like how something looks. So often when looking through magazines or walking through a store we fall in love with a piece and then spend the rest of the time coming up with a reason to buy it or trying to find a place for it in our home. However, moments like that can lead to buyer’s remorse when we end up not having anywhere to put it or it doesn’t quite exactly fit how we were expecting it to. This is why architect Louis Sullivan coined the term “form follows function.” Sullivan understood the importance of having a room or a house that serves a purpose, and while it is something we forget, we know still holds true.


By Putting functionality first, it lets us create a plan and think through how the room or office will be laid out. By having a plan, we are able to make the most of the space and make sure whatever elements are needed in the room: desks, chairs, computers, white boards, etc. all fit in the conference room design. No one wants an office where when they walk into it they feel overwhelmed or crowded in. Moments like that will deter any work that could be done if we are constantly fidgeting trying to get everything to fit.


By focusing on functionality it lets us be more cost efficient when we are designing a conference room. Through the lens of functionality, we are able to invest in pieces that we know will be needed for longevity and use them as the center pieces for the room and then around that build out the room. With investing in functional pieces it lets us get creative and spend less on pieces that we know are more trend focused. That way when we spend less on trend focused pieces we won’t feel bad when replace them when a new design trend comes along, or when someone else takes over the office and wants to redesign it to fit their style.

In the end of the day function and form should work together. Function and form are opposite sides of the same coin, and while we may want to prioritize form and design first. By focusing on functionality first, we are able to create a meeting room design that is laid out in a way that lets us get the most from design pieces that we add.

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Why Is Content Marketing Essential for Design Mind Brands?


Content marketing is the combination of content (images and text) integrated in a way that is built to market to a key group and through a marketing plan that has an end goal in sight.

When we think of content marketing we often just think of them as photos on Facebook, Instagram, Pinterest, etc. but what if we changed our thinking? And saw it more as an opportunity to be editorial. By creating the opportunity to be editorial we are taking the responsibility of our brand and creating opportunities for our self in brand advertising.

When we look at content marketing as an editorial we are creating stories or extensions of stories with every post. Each post helps us further extend our brand and crate an image, one that resonates with our followers, and hopefully carries an authentic voice about the brand. By utilizing content and brand marketing, we are able to share stores and experience that not only help to inspire our followers, but also create a call to action. Content marketing can help make our call to action seem more authentic vs. an image of just pushing our agenda or product. Authenticity is key and it is what creates loyalty and longevity in content marketing. Through an authentic voice we are able to differ ourselves and our content. Making our content specific to the users it will reach. By being design focused we are always conscious of how space looks and how we can better our space and situation. By thinking of our content as editorial based it is easier to plan our content in a way that is appealing to us, our brand, and the viewers.

Content marketing lets us put our best photo forward and us our strengths in design, visuals, and being creative and utilize that strength to create campaigns, posts, and interactions to strength our online presence and branding ideas.

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5 Interior Design Marketing Tips

Marketing while always important, is only effective if it is reaching your target audience and connecting with them, so it is important to have an interior design marketing plan that works for you. Some industries are more content and image heavy vs. others are more focused on details and infographics. For interior design companies much of the focus is on clients and past work experience, and this works to be a center focus for interior design marketing as well.



Home decor websites works as the face of your company. It should be easy to use, up to date, and photo focused. Your website is what clients are going to seek out when they consider using you. It is important that your website speaks to all your skills and past accomplishments in a way that works like a story and is efficient for clients to use. Some suggestions are a website marketing strategy where past work is not only separated by clients, but by different rooms (living rooms, kid’s rooms, kitchens, etc.) that way based off of what the user is looking for they can find it quickly. Also, in regard to websites it is important to have a strong hold on your SEO and boost it in searches, whether that is through a blog page, Google+ account, or other paid opportunities. Having your home decor websites show up on the top of the first page of searches is beneficial to the success of new clientele.

Manage Reputation

While managing your social media reputation it is easy to forget your overall reputation. It can be easy to neglect pages like Yelp, Glassdoor, and Google Maps, but it is important to not let that happen. When new clients are looking at which company to work with they will often check out past work and past reviews. Managing your online reputation is your first impression and an important tool in marketing yourself and your business. By staying on top of the reviews and having positive business interaction than the reputation should stay a positive one.



YouTube is one of the top social media sites and it also happens to be owned by google, having videos on YouTube can help with your SEO. Especially in a field like interior design marketing where visuals hold a strong importance, utilizing videos can help showcase work. Videos can help show before and after videos, 360 degree views of the office, and design inspiration. Videos are an easy way to tell a story or quiet literally get your brand voice across. Keep in mind that it is important to keep videos short that way it is easy for users to consume the information and watch it within their busy life.


Contests can work beneficially in a way that it can create buzz around your brand. Interior design brands have the opportunity of creating contests that is centered around them and their brand. By offering the opportunity to have a contest run around winning a redesign. Interior designers are able to practice and showcase their work all while connecting with users who already have an interest in their design style.



Focusing on Local

Local styles and local communities are a big thing taking over the design world. With consumers having a preference for local designs and local communities, if interior designers able to tap into that market they can find new consumers or create a more loyal consumer base. This can take hold by advertising locally or even giving back in the local community, or showcasing the work or up and coming artists and designers in the community, and building that bond. The focus on local communities can help create a market where the company is the leader in that area and the sought out after firm in the area. While having big dreams is important, one must not be too quick to jump over local connections and communities.

With interior designers tapping into the marketing field they are better able to strategize and plan for upcoming interactions and clients. Interior design marketing strategies is about how to get your brand noticed and the more effort that you put into it the more likely you are to see results from it.

Would you like to learn more about how marketing can impact your business?  Click here to schedule a Complimentary Brand Consultation.