What’s more important – design or functionality?

My professional background comes from the world of design. I’ve been fortunate enough during my career to have many international design awards on my resume. So, I’d like to think that I have a pretty good understanding of the value of design when it comes to marketing. I’ve also had the privilege of expanding my knowledge of marketing over the years through formal training and through life experience to gain a better understanding of what makes people react to visual communication.

Looking strictly online, we see that there are oodles of website design shops out there that are producing killer looking websites – and they’ve become quite successful at it. The disappointing fact is that many are simply taking advantage of people who don’t fully understand marketing by placing their entire marketing strategy on the back of what amounts to a coat of paint. Whether it be intentionally or unintentionally, there are thousands of beautiful websites that are simply sitting there looking good – and not accomplishing much else.