Form follows function

What does it do?
Why is it being offered?
What is the best use of this space?

The hardest part of design is figuring out the why and the what. Any artistic person can make something pretty but pretty isn’t the point. It is much harder, but more important, to find the why and the what. Why does the product exist? What makes it special? Why is it going to make your customer’s life better? What is the best way to show the benefits? Why should they part with their hard earned money to own it? What color should you feature? Why should this product get more get more space in the catalog than that product? And on and on.

If you have a reason for what you design, the end product will have more meaning. Tell the story first, explain the product first, show the benefit first—than make it pretty.