Everything You Need to Know About the Principles and Types of Design

 Furnishings. Clothes. Software program. Posters. Maps. Expertise. Buildings. Web sites.

These are all issues that may be designed. Heck, design has so many alternative meanings and software you marvel if the time period will be outlined in any respect.

Reply: It could. Design has a wide range of definitions, however in its easiest kind, it may be outlined as each a verb and a noun: It could seek advice from the act of making a composition or or to the composition itself.

Design is about creating possible, practical options to a wide range of issues, and all the time occurs with a selected purpose in thoughts. — Amanda Chong, HubSpot designer

As ambiguous because it appears, design will be outlined … notably on the subject of the way it applies to advertising. That’s why we compiled this information — that will help you higher perceive design and it’s rules and kinds. Bookmark this information for future reference, and use the chapter hyperlinks to leap forward to any part that pursuits you.

Design has many alternative connotations relying on its software. It’s is an extremely fluid trade. In brief, design will be no matter you need it to be — so long as you don’t neglect a few of its predefined tenets. These are often called the rules of design.

There are a lot of extra phrases associated to those rules: motion rhythm, symmetry, and white house. These design ideas fall below and/or are primarily based on the above tenets and subsequently aren’t thought-about standalone rules.

Let’s break down every precept of design and their related design ideas.

Feeling stuck? Take our Design for Non-Designers workshop.


Stability is how objects in a composition are organized and what visible weight they carry. Stability will be achieved utilizing the next strategies.

  • Symmetry (Formal stability): When objects are organized evenly round a vertical or horizontal axis. Objects are organized round a central level (or a radius) is called radial symmetry.
  • Asymmetry (Casual stability): When objects are organized erratically round a vertical or horizontal axis. Sometimes, there’s one dominant facet or component in an asymmetrical composition.



Distinction refers to how components in a composition differ. This precept is commonly paired with the precept of similarity, which is how composition components resemble one another. Distinction will be established utilizing design components like colour, house, kind, dimension, and texture.

White house can also be an essential component of distinction. Typically known as damaging house, which house refers back to the empty elements of a composition. White house will help arrange the weather in a composition and emphasize an important ones. It additionally creates an aura of luxurious and minimalism.



Dominance refers back to the various levels of emphasis inside a composition. Emphasis is usually achieved utilizing components like dimension, font alternative, and sure colour mixtures (that will create distinction). There are three foremost levels of dominance in design.

  • Dominant — The thing of major emphasis. It’s given probably the most visible weight and is usually discovered within the foreground of a composition.
  • Sub-dominant — The thing(s) of secondary emphasis usually discovered within the center floor.
  • Subordinate — The thing(s) of tertiary emphasis usually discovered within the background.

Enjoyable reality: The visible heart is the place we naturally concentrate on a bit of visible design. It’s barely above and to the best of the particular heart of a composition and is also known as “museum top”.



Motion is the visible path a viewer follows when viewing a composition. With correct motion, a composition can create a story and supply a high-quality person expertise (UX). Motion will be established utilizing design components like traces, shapes, and colours.


Proportion or Scale

Proportion refers back to the visible weight and dimension of a composition’s components and the way they relate to one another. This precept is often known as scale.

The relative dimension of 1 object to a different will help create a focus or motion alongside the composition. Additionally, various sizes of objects will help talk the significance and dominance of 1 component over one other.



Visible unity has been mentioned to be the principle purpose of design, though that opinion differs amongst designers and sure design communities. Unity, or concord, refers back to the relationship between the person elements and the entire of a composition. When a composition’s components are in settlement, there exists unity; when the weather aren’t in settlement, a composition is claimed to have selection.

The next design rules are related to unity.

  • Alignment — When objects are lined up on a sure axis or cadence
  • Continuation — When a line or sample extends
  • Perspective — When there’s a distance between components
  • Proximity — When objects are positioned shut collectively
  • Repetition — When objects are copied a number of occasions
  • Rhythm — When objects recur with a slight change or interruption 


Whereas the rules of design are thought-about common, they give the impression of being a bit totally different as utilized to totally different design communities and practices. Under, we’ve reviewed the highest seven kinds of design in advertising.

Let’s break down every kind of design and the way they apply to the advertising trade.

Grab 195 free visual marketing design templates on us.

Graphic Design

Graphic design might be what you image if you consider design within the advertising area: social media photos, electronic mail advertising headers, infographics, postcards, and way more.


Since visible content material is a extremely priceless and interesting advertising medium, firms depend on graphic designers to create property that characterize their model and talk with their viewers.

Want templates that will help you create content material for any on-line channel? Obtain our free library of over 195 visual marketing design templates.

Branding and Brand Design

Branding and emblem design is a subset of graphic design. It contains the visible components of a model and model identification, similar to logos, typography, colour palettes, type guides, and extra.


Branding and emblem designers create property that characterize a model, illustrate the model’s mission, imaginative and prescient, and values, and promote model consciousness for the corporate.

Be taught the basic ideas of graphic design and the right way to use them to create high-quality graphics by taking the HubSpot Academy Graphic Design Necessities course.

UI and UX Design

Person interface (UI) and person expertise (UX) design concentrate on enhancing how web site, app, and software program customers work together with and expertise a product.


Whereas some roles mix UI and UX design, the 2 practices are fairly totally different. UI designers are liable for making a visually-pleasing, on-brand expertise for customers by means of internet web page design, app design, and theme design on websites like WordPress and Shopify.

UX designers, however, are liable for ensuring a product truly solves an issue by means of usability testing, person flows, and digital prototypes.

Internet (Entrance-Finish) Design

Internet design applies to the front-end (public-facing) facet of a web site. Entrance-end designers are like UI designers outfitted with coding information — they design static UI mockups for a web site after which translate them into HTML, CSS, and JavaScript code. (However don’t confuse this observe with front-end internet improvement.)


Internet designers create property that produce a beautiful and fully-functional web site, similar to splash pages, navigational components, sitemaps and pages, scrolling and clicking options, and content material administration methods.

Multimedia Design

Multimedia (or movement graphic) design is designing graphics for a wide range of media, notably video and animation. Due to its time and price necessities, this sort of design has traditionally been reserved for these in TV and movie. However with developments in expertise and a latest rise in video content material advertising, movement graphic design has develop into extra accessible than ever.



Multimedia designers are liable for creating moveable property that talk and delight with an viewers, like moveable logos, GIFs, animated movies, tutorial movies, and animated web sites.

Environmental Design

Environmental design, often known as environmental graphic design, is meant to enhance an individual’s expertise by furthering the aim of an atmosphere, whether or not that’s to be memorable, thrilling, informative, motivational, or simply navigable. The observe merges inside design, structure, graphic design, panorama design, and industrial design.


Environmental designers create property that join folks to their atmosphere, similar to, murals, office design and branding, store interiors, event space design, and signage and interactive advertising.

Marketing Design Tips

We’ve covered the basics of the most common types of design in marketing: graphic, branding, UI and UX, and web, multimedia, and environmental. Now, we’re going to dive into some tips for the top four.

Note: Keep an eye out for the principles of design we discussed above … they’ll make an appearance in this section, too.

Graphic Design Tips

1. Start with the purpose

What type of content are you designing … a social media ad, email template header, or ebook? These are three different pieces of content with three wildly different purposes and goals. Before you create your piece of graphic design, jot down the purpose of the content. This can help keep your design goals aligned with your content goals as you create your piece of art.

2. Apply your style guide

When deciding on what design elements to include, consider your company’s branding style guide. (We’ll get into how and why to create a style guide next.) This guide will immediately show you what colors, fonts, and other design elements to use when designing your content. From there, you can make small tweaks depending on what type of content you’re creating.

3. Create order with lines and alignment

Lines and alignment in your graphic design can create movement and order. Align the text in your graphic to guide your viewer as they read, or incorporate horizontal lines to section off your text and imagery. Similar to how you format long blog posts in small paragraphs, lines and alignment make pieces of graphic design easier to digest.


4. Pepper in some icons and illustrations

Colours, textual content, and pictures make for beautiful graphics, however don’t restrict your components to these three. Icons and illustrations also can boost an in any other case textual content or image-heavy piece of content material. Icons may additionally have the ability to illustrate ideas that images can’t, they usually function artistic bullet factors for lengthy lists.

Spruce up your graphic design right this moment with our 135 free icons to use in your marketing graphics.

Branding and Brand Design Ideas

1. Design the aesthetic of your persona

How do you visually current the persona of your model and firm? In case your model was an individual, what would she or he be like? Your branding design ought to mirror the solutions to those questions.

Earlier than beginning your design, make an inventory of adjectives that describe your model, firm, and tradition. It will provide help to select colour mixtures, photos, fonts, and different design components and produce out the important thing factors of your persona. Additionally, utilizing your model adjectives as steering, construct a set of photos, graphics, colour samples, and related logos that characterize the “temper” of your model — a.ok.a. a mood board.

2. Get a bit funky

Your emblem and model property don’t must be a simple illustration of what your organization does. Heck, HubSpot’s emblem has actually nothing to do with advertising, gross sales, or service software program. But, it represents our firm completely whereas being memorable and distinctive.

sprocket-web-color-5-1As you design your model’s visible identification, don’t be afraid to get a bit funky and incorporate some distinctive design features. Doing so might assist your model stand out from the remaining.

3. Hold it easy

Your branding ought to talk your aesthetic in a less than a second. Impressions are made within the blink of an eye fixed, and your emblem and model identification isn’t any exception. Customers will resolve in the event that they like, dislike, are impressed by, or need nothing to do together with your model in a break up second, so preserve your design easy and to the purpose.

4. Prioritize consistency

That is maybe an important tip on the subject of branding and emblem design: Be constant. You may spend a whole lot of hours and 1000’s of {dollars} growing a beautiful visible identification on your model — but when it’s not mirrored on each piece of print and digital content material, all of your sources have gone to waste.

Consistency applies on a pair totally different axes — horizontally alongside your content material components, i.e. in your fonts, spacing, and colour mixtures, and vertically throughout your content material shops, i.e. between your social media, electronic mail, web site, and print supplies. Create a method information to encourage everybody to stick to your new branding. Right here’s HubSpot’s Style Guide for instance.

Be taught the important thing components it’s good to create a robust model by downloading The Essential Guide to Branding Your Company right here.

UI and UX Design Ideas

Observe: UI and UX design are thought-about two various kinds of design, however as a result of they’re so related, we’ve collected a couple of suggestions that may apply to each practices.

1. Adapt a person’s perspective

Whether or not you’re designing the interface or the expertise of an app, web site, or on-line device, all the time adapt the attitude of a person. Why would somebody use your website? What would they hope to attain? What may their challenges be? It’s essential to analysis your person base and higher perceive how they’d strategy or your website or software. Take into account doing first-hand person analysis by means of a spotlight group or by speaking to present clients.


2. Anticipate errors

No matter a lot you discuss to customers, there’ll all the time be a handful (or extra) of people that’ll stumble by means of your web site or software. Anticipate these errors by incorporating fool-proof mechanisms, similar to not letting somebody submit an online kind in the event that they’ve skipped a field or having a person verify they’d prefer to exit in case they by chance clicked off the display. These mechanisms will help stop errors earlier than they occur and let your customers know you’ve acquired their backs.

3. Don’t neglect requirements and developments

Designers love paving a brand new path and “reinventing the wheel” with their designs. Whereas this could create one thing distinctive and memorable for the person, it could additionally confuse them in case you’ve gone too far. Take into account sticking with identified design patterns, requirements, and developments, similar to a navigation bar the highest proper nook or contact data alongside the underside of the web page. This will help your customers already subconsciously know the right way to navigate your website with out clarification.

4. Be mobile-friendly pleasant

Responsive design is a non-negotiable for web sites and purposes, however is your design mobile-friendly pleasant? Take into account the spacing of your buttons, the dimensions of the textual content, and every other navigational or organizational components that could be inconvenient in a responsive design. Additionally, take a look at how your website might change when considered on a desktop, pill, and numerous kinds of smartphones.

Internet (Entrance-Finish) Design Ideas

1. Take into account the fold

On a web site, the fold is taken into account the underside of the display — the place your web page would “fold” if it have been a bodily merchandise, like a newspaper. Crucial data on a web sites ought to all the time be positioned “above the fold” (like in newspapers) so a customer doesn’t must scroll right down to see it.

2. Leverage white house to attract focus

Within the case of internet design, much less is commonly extra. With a lot of data to share with guests, it may be tempting to litter all of it above the fold so people see it immediately. However much less cluttered web sites are simpler to learn, navigate, and digest. Hold your guests in your web site by placing loads of white house round your content material; it’ll be simpler for them to concentrate on studying and understanding your content material.

3. Use colour to information motion

Coloration psychology performs an enormous function in advertising. With out us even understanding it, sure colours can encourage us to do sure issues, similar to click on a button or proceed on to the subsequent web page of an online kind. Use colours to information the identical kinds of motion in your web site. Make all your CTAs a daring colour to assist them stand out.


4. Keep away from generic inventory photos

There are many methods to make use of photos in your advertising, however the one methodology to keep away from is utilizing generic inventory photos. Generic, tacky inventory photos make a model appear lazy and disengaged with their purchaser persona. The pictures in your web site needs to be a illustration of your viewers, and in case you can’t seize your precise viewers, you must work onerous to search out inventory photos that do. Tip: One nice technique to accumulate viewers photos is by working a user-generated content material (UGC) marketing campaign.

Obtain our free guide to growth-driven web design for much more internet design suggestions.

Time to Design

Design is available in all sizes and shapes … actually. From web sites to print graphics to workplace house design, it performs a serious function in advertising our companies and types. Even in case you don’t take into account your self a designer, we encourage you to develop into extra accustomed to the weather and kinds of design. You by no means know when you might have to seek the advice of on a venture or whip up a design of your individual.

About admin

Leave a Reply

Your email address will not be published. Required fields are marked *

%d bloggers like this: