Websites beautifully synthesise the form and function dilemma. Website designers succumb to all singing Web programmes; website programmers are down in the engine room, coding raw data.
For technical industries, function is vital to bottom-line performance. This is not at the expense of form; for clients targeting product specifiers (not buyers), marketing materials must work harder to represent their products.
As David Bernstein says (Private View, DW 25 August), a new way of doing the familiar isn’t the requirement – it’s the right way of giving clients what they need in order to sell, and specifiers what they need to specify confidently.