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

Design has various undertones depending upon its application. Its is an extremely fluid industry. In other words, style can be whatever you desire it to be– as long as you dont forget a few of its predefined tenets. These are called the principles of style.

These are all things that can be created. Heck, design has numerous various meanings and application you question if the term can be defined at all.
Response: It can. Style has a variety of meanings, but in its easiest form, it can be specified as both a verb and a noun: It can refer to the act of developing a structure or to the composition itself.
Style has to do with creating possible, practical services to a variety of problems, and constantly occurs with a particular objective in mind.– Amanda Chong, HubSpot designer
As unclear as it appears, design can be defined … particularly when it concerns how it applies to marketing. Thats why we assembled this guide– to assist you better understand design and its principles and types. Bookmark this guide for future recommendation, and use the chapter links to jump ahead to any area that intrigues you.

Furniture. Clothing. Software application. Posters. Maps. Experience. Structures. Websites.

The Principles of Design

Lets break down each type of style and how they use to the marketing market.
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Graphic Design.
Graphic design is most likely what you picture when you consider design in the marketing field: social media images, email marketing headers, infographics, postcards, and much more.
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Because visual material is a extremely valuable and appealing marketing medium, business rely on graphic designers to produce possessions that represent their brand name and communicate with their audience.
Need design templates to help you develop material for any online channel? Download our free library of over 195 visual marketing style templates.
Branding and Logo Design.
Branding and logo design is a subset of graphic style. It includes the visual components of a brand and brand identity, such as logos, typography, color palettes, design guides, and more.
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Branding and logo designers develop properties that represent a brand name, highlight the brands objective, vision, and worths, and promote brand name awareness for the company.
Discover the fundamental ideas of graphic style and how to utilize them to create premium graphics by taking the HubSpot Academy Graphic Design Essentials course.
UI and UX Design.
Interface (UI) and user experience (UX) style focus on improving how software, app, and website users engage with and experience an item.
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While some functions combine UI and UX design, the two practices are quite different. UI designers are accountable for producing a visually-pleasing, on-brand experience for users through web page style, app style, and style on websites like WordPress and Shopify.
UX designers, on the other hand, are accountable for ensuring an item actually fixes an issue through usability testing, user flows, and digital models.
Web (Front-End) Design.
Web design uses to the front-end (public-facing) side of a site. Front-end designers resemble UI designers equipped with coding understanding– they develop fixed UI mockups for a website and then translate them into HTML, CSS, and JavaScript code. (But dont confuse this practice with front-end web development.).

Web designers produce assets that produce a fully-functional and attractive website, such as splash pages, navigational aspects, pages and sitemaps, scrolling and clicking features, and content management systems.
Multimedia Design.
Multimedia (or movement graphic) style is creating graphics for a variety of media, particularly video and animation. Because of its time and expense requirements, this kind of style has actually traditionally been booked for those in TELEVISION and film. With improvements in innovation and a recent rise in video content marketing, movement graphic design has actually ended up being more accessible than ever

Types of Design in Marketing.
Graphic Design.
Branding and Logo Design.
UI and UX Design.
Web (Front-End) Design.
Multimedia Design.
Environmental Design.

There are lots of additional terms related to these principles: movement rhythm, symmetry, and white space. These design concepts fall under and/or are based on the above tenets and for that reason arent considered standalone concepts.
Lets break down each concept of design and their associated design ideas.
Feeling stuck? Take our Design for Non-Designers workshop.
Balance
Balance is how objects in a structure are organized and what visual weight they bring. Balance can be attained using the following approaches.
Proportion (Formal balance): When things are arranged evenly around a horizontal or vertical axis. Items are organized around a central point (or a radius) is called radial symmetry.
Asymmetry (Informal balance): When things are organized unevenly around a vertical or horizontal axis. Usually, theres one dominant side or element in an unbalanced composition.
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Contrast
Contrast refers to how aspects in a structure vary. This principle is often combined with the principle of similarity, which is how composition elements resemble each other. Contrast can be developed utilizing design components like color, space, texture, kind, and size.
White space is likewise an important component of contrast. White space can assist organize the elements in a structure and stress the most essential ones.
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Dominance
Dominance describes the differing degrees of focus within a composition. Emphasis is generally accomplished using aspects like size, font option, and particular color combinations (that may produce contrast). There are 3 main phases of dominance in style.
Dominant– The item of primary emphasis. Its offered the most visual weight and is normally found in the foreground of a composition.
Sub-dominant– The object( s) of secondary emphasis generally found in the center ground.
Secondary– The object( s) of tertiary emphasis generally discovered in the background.
Enjoyable truth: The visual center is where we naturally focus on a piece of visual style. Its slightly above and to the right of the real center of a structure and is frequently referred to as “museum height”.
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Movement
Motion is the visual course a viewer follows when viewing a structure. With appropriate motion, a structure can create a story and supply a premium user experience (UX). Movement can be developed utilizing design components like shapes, colors, and lines.
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Percentage or Scale
Proportion refers to the visual weight and size of a compositions components and how they associate with each other. This principle is likewise called scale.
The relative size of one challenge another can assist create a focal point or movement along the structure. Also, differing sizes of objects can help interact the significance and dominance of one element over another.
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Unity
Visual unity has actually been said to be the main objective of style, although that opinion varies among designers and particular design communities. Unity, or harmony, describes the relationship in between the specific parts and the whole of a structure. When a compositions elements are in arrangement, there exists unity; when the aspects arent in arrangement, a composition is stated to have range.
The following style principles are associated with unity.
When items are lined up on a particular axis or cadence, alignment–
Continuation– When a line or pattern extends
When theres a range in between aspects, Perspective–
Distance– When things are positioned close together
When objects are copied numerous times, Repetition–
Rhythm– When items recur with a minor change or disruption.
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While the principles of design are thought about universal, they look a little different as applied to various style neighborhoods and practices. Below, weve reviewed the top 7 kinds of design in marketing.

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Multimedia designers are accountable for producing portable possessions that delight and interact with an audience, like portable logos, GIFs, animated videos, tutorial videos, and animated sites.
Ecological Design.
Ecological design, also called environmental graphic design, is intended to improve a persons experience by enhancing the function of an environment, whether thats to be remarkable, interesting, informative, inspirational, or easily navigable. The practice combines interior style, architecture, graphic design, landscape design, and commercial style.
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Ecological designers create properties that link individuals to their environment, such as, murals, workplace design and branding, store interiors, event space design, and signage and interactive advertising.
Marketing Design Tips.
Weve covered the essentials of the most typical types of design in marketing: graphic, branding, UI and UX, and web, multimedia, and ecological. Now, were going to dive into some suggestions for the leading four.
Note: Keep an eye out for the concepts of design we talked about above … theyll make an appearance in this area, too.
Graphic Design Tips.
1. Start with the purpose.
What type of content are you designing … a social media advertisement, email template header, or ebook? These are three various pieces of content with 3 wildly different purposes and goals. Before you create your piece of graphic style, jot down the purpose of the content. This can assist keep your style objectives lined up with your content objectives as you produce your piece of art.
2. Use your style guide.
When deciding on what style components to include, consider your businesss branding design guide. This guide will immediately reveal you what colors, font styles, and other design elements to utilize when creating your material.
3. Produce order with lines and alignment.
Lines and alignment in your graphic design can produce movement and order. Line up the text in your graphic to direct your viewer as they check out, or include horizontal lines to area off your text and imagery. Comparable to how you format long post in little paragraphs, lines and positioning make pieces of graphic design much easier to absorb.
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4. Pepper in some illustrations and icons.
Colors, text, and images make for gorgeous graphics, however do not limit your aspects to those three. Icons and illustrations can also spice up an otherwise text or image-heavy piece of content. Icons may also be able to illustrate ideas that images cant, and they function as imaginative bullet points for long lists.
Beautify your graphic design today with our 135 free icons to utilize in your marketing graphics.
Branding and Logo Design Tips.
1. Design the visual of your personality.
How do you visually present the character of your brand and business? If your brand was a person, what would she or he be like? Your branding style should reflect the answers to these questions.
Before starting your design, make a list of adjectives that explain your culture, brand, and company. This will assist you select color mixes, images, font styles, and other design components and highlight the key points of your personality. Likewise, using your brand adjectives as guidance, develop a collection of images, graphics, color samples, and similar logo designs that represent the “state of mind” of your brand name– a.k.a. a state of mind board.
2. Get a little cool.
Your logo design and brand properties dont need to be a straightforward representation of what your company does. Heck, HubSpots logo design has truly absolutely nothing to do with marketing, sales, or service software. It represents our business perfectly while being remarkable and distinctive.
As you design your brand names visual identity, do not hesitate to get a little cool and integrate some special design aspects. Doing so may help your brand name stand apart from the rest.
3. Keep it easy.
Your branding ought to interact your visual in a less than a second. Impressions are made in the blink of an eye, and your logo design and brand name identity is no exception. Consumers will choose if they like, do not like, are impressed by, or desire nothing to do with your brand in a flash, so keep your style easy and to the point.

The principles of style are universal concepts that apply to develop as an industry and practice. These concepts are tenets that all designers are motivated to follow in order to create an efficient, impactful structure. The essential concepts include balance, contrast, dominance, unity, hierarchy, and proportion.

4. Prioritize consistency.
This is perhaps the most important tip when it pertains to branding and logo style: Be constant. You can invest hundreds of hours and thousands of dollars developing a beautiful visual identity for your brand name– however if its not reviewed every piece of print and digital material, all your resources have gone to waste.
Consistency applies on a couple different axes– horizontally along your material aspects, i.e. in your font styles, spacing, and color combinations, and vertically across your material outlets, i.e. in between your social networks, print, email, and site materials. Develop a style guide to motivate everyone to follow your new branding. Heres HubSpots Style Guide as an example.
Learn the crucial elements you need to produce a strong brand by downloading The Essential Guide to Branding Your Company here.
UI and UX Design Tips.
Keep in mind: UI and UX style are considered 2 different types of style, but since theyre so comparable, weve gathered a couple of tips that can apply to both practices.
1. Adjust a users viewpoint.
Whether youre designing the user interface or the experience of an app, website, or online tool, always adjust the perspective of a user. Its important to research your user base and better comprehend how they d approach or your website or application. Think about doing first-hand user research through a focus group or by talking to existing customers.
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2. Prepare for errors.
No matter much you talk to users, there will constantly be a handful (or more) of people wholl stumble through your site or application. Expect these mistakes by including fool-proof systems, such as not letting someone submit a web form if theyve skipped a box or having a user verify they d like to exit in case they inadvertently clicked off the screen. These mechanisms can help avoid mistakes prior to they happen and let your users know youve got their backs.
3. Do not overlook requirements and trends.
Designers like paving a brand-new course and “reinventing the wheel” with their designs. Consider sticking with known style requirements, patterns, and patterns, such as a navigation bar the leading right corner or contact details along the bottom of the page.
4. Be mobile-friendly friendly.
Responsive style is a non-negotiable for sites and applications, but is your design mobile-friendly friendly? Think about the spacing of your buttons, the size of the text, and any other navigational or organizational aspects that might be inconvenient in a responsive style. Look at how your site may change when viewed on a desktop, tablet, and numerous types of smart devices.
Web (Front-End) Design Tips.
1. Think about the fold.
On a site, the fold is considered the bottom of the screen– where your page would “fold” if it were a physical product, like a paper. The most essential information on a websites must constantly be placed “above the fold” (like in newspapers) so a visitor doesnt need to scroll down to see it.
2. Utilize white space to draw focus.
In the case of web design, less is frequently more. Keep your visitors on your website by putting plenty of white area around your material; itll be easier for them to focus on reading and understanding your content.
3. Use color to assist action.
Color psychology plays a huge function in marketing. Use colors to assist the same types of action on your site.
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4. Prevent generic stock images.
Generic, cheesy stock images make a brand name seem lazy and disengaged with their purchaser personality. The images on your site should be a representation of your audience, and if you cant catch your actual audience, you should work hard to find stock images that do.
Download our free guide to growth-driven web style for much more website design suggestions.
Time to Design.
Design is available in all sizes and shapes … actually. From sites to print graphics to office style, it plays a significant function in marketing our brand names and businesses. Even if you do not consider yourself a designer, we encourage you to become more knowledgeable about the components and kinds of style. When you might have to consult on a task or whip up a style of your own, you never ever know.

The concepts of design are universal ideas that apply to create as a market and practice. Visual unity has been stated to be the primary objective of design, although that opinion varies amongst designers and particular design communities. Multimedia (or motion graphic) design is developing graphics for a range of media, especially video and animation. Before you create your piece of graphic design, jot down the function of the content. Responsive style is a non-negotiable for websites and applications, however is your design mobile-friendly friendly?

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