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

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

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

Design is about creating possible, useful options to a wide range of issues, and at all times occurs with a specific purpose in thoughts. — Amanda Chong, HubSpot designer

As ambiguous because it appears, design could be outlined … significantly 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 ideas 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 various connotations relying on its software. It’s is an extremely fluid trade. Briefly, design could be no matter you need it to be — so long as you don’t neglect a few of its predefined tenets. These are referred to as the ideas of design.

There are numerous further phrases associated to those ideas: motion rhythm, symmetry, and white house. These design ideas fall beneath and/or are primarily based on the above tenets and subsequently aren’t thought of standalone ideas.

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

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


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

  • Symmetry (Formal steadiness): 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 steadiness): When objects are organized erratically round a vertical or horizontal axis. Sometimes, there’s one dominant facet or aspect in an asymmetrical composition.



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

White house can also be an vital aspect of distinction. Typically referred to as detrimental house, which house refers back to the empty components of a composition. White house may also help arrange the weather in a composition and emphasize crucial ones. It additionally creates an aura of luxurious and minimalism.



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

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

Enjoyable truth: The visible middle is the place we naturally concentrate on a chunk of visible design. It’s barely above and to the fitting of the particular middle of a composition and is sometimes called “museum peak”.



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 could 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 also referred to as scale.

The relative dimension of 1 object to a different may also help create a focus or motion alongside the composition. Additionally, various sizes of objects may also help talk the significance and dominance of 1 aspect 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 components 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 alleged to have selection.

The next design ideas 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 instances
  • Rhythm — When objects recur with a slight change or interruption 


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

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

Seize 195 free visible advertising design templates on us.

Graphic Design

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


Since visible content material is a extremely worthwhile and interesting advertising medium, firms depend on graphic designers to create belongings 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 visible advertising design templates.

Branding and Brand Design

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


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

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

UI and UX Design

Consumer interface (UI) and person expertise (UX) design concentrate on bettering 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 completely different. UI designers are accountable for making a visually-pleasing, on-brand expertise for customers by internet web page design, app design, and theme design on websites like WordPress and Shopify.

UX designers, however, are accountable for ensuring a product really solves an issue by 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 geared up 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 apply with front-end internet improvement.)


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

Multimedia Design

Multimedia (or movement graphic) design is designing graphics for a wide range of media, significantly video and animation. Due to its time and price necessities, such a 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 grow to be extra accessible than ever.



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

Environmental Design

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


Environmental designers create belongings that join folks to their setting, equivalent to, murals, workplace design and branding, retailer interiors, occasion house design, and signage and interactive promoting.

Advertising Design Suggestions

We’ve coated the fundamentals of the most typical kinds of design in advertising: graphic, branding, UI and UX, and internet, multimedia, and environmental. Now, we’ll dive into some ideas for the highest 4.

Word: Hold a watch out for the ideas of design we mentioned above … they’ll make an look on this part, too.

Graphic Design Suggestions

1. Begin with the aim

What sort of content material are you designing … a social media advert, electronic mail template header, or e book? These are three completely different items of content material with three wildly completely different functions and targets. Earlier than you create your piece of graphic design, jot down the aim of the content material. This may also help preserve your design targets aligned along with your content material targets as you create your piece of artwork.

2. Apply your type information

When deciding on what design components to incorporate, think about your organization’s branding type information. (We’ll get into how and why to create a method information subsequent.) This information will instantly present you what colours, fonts, and different design components to make use of when designing your content material. From there, you may make small tweaks relying on what sort of content material you’re creating.

3. Create order with traces and alignment

Strains and alignment in your graphic design can create motion and order. Align the textual content in your graphic to information your viewer as they learn, or incorporate horizontal traces to part off your textual content and imagery. Just like the way you format lengthy weblog posts in small paragraphs, traces and alignment make items of graphic design simpler 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 may boost an in any other case textual content or image-heavy piece of content material. Icons may also be capable to illustrate ideas that images can’t, and so they function artistic bullet factors for lengthy lists.

Spruce up your graphic design right now with our 135 free icons to make use of in your advertising graphics.

Branding and Brand Design Suggestions

1. Design the aesthetic of your character

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

Earlier than beginning your design, make an inventory of adjectives that describe your model, firm, and tradition. This may enable you to select coloration combos, photographs, fonts, and different design components and produce out the important thing factors of your character. Additionally, utilizing your model adjectives as steering, construct a set of photographs, graphics, coloration samples, and related logos that characterize the “temper” of your model — a.okay.a. a temper board.

2. Get a bit of funky

Your brand and model belongings don’t should be a simple illustration of what your organization does. Heck, HubSpot’s brand 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 of funky and incorporate some distinctive design points. Doing so might assist your model stand out from the remaining.

3. Hold it easy

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

4. Prioritize consistency

That is maybe crucial tip on the subject of branding and brand design: Be constant. You’ll be able to spend lots of of hours and 1000’s of {dollars} growing a stunning visible identification in 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 completely different axes — horizontally alongside your content material components, i.e. in your fonts, spacing, and coloration combos, 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 Fashion Information for instance.

Be taught the important thing components you want to create a powerful model by downloading The Important Information to Branding Your Firm right here.

UI and UX Design Suggestions

Word: UI and UX design are thought of two several types of design, however as a result of they’re so related, we’ve collected a couple of ideas 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, at all times adapt the attitude of a person. Why would somebody use your web site? What would they hope to realize? What may their challenges be? It’s vital to analysis your person base and higher perceive how they’d method or your web site or software. Think about doing first-hand person analysis by a spotlight group or by speaking to present clients.


2. Anticipate errors

No matter a lot you discuss to customers, there’ll at all times be a handful (or extra) of people that’ll stumble by your web site or software. Anticipate these errors by incorporating fool-proof mechanisms, equivalent to not letting somebody submit an online type in the event that they’ve skipped a field or having a person affirm they’d prefer to exit in case they by chance clicked off the display. These mechanisms may also help forestall errors earlier than they occur and let your customers know you’ve obtained 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 might additionally confuse them for those who’ve gone too far. Think about sticking with identified design patterns, requirements, and developments, equivalent to a navigation bar the highest proper nook or contact data alongside the underside of the web page. This may also help your customers already subconsciously know learn how to navigate your web site with out rationalization.

4. Be mobile-friendly pleasant

Responsive design is a non-negotiable for web sites and functions, however is your design mobile-friendly pleasant? Think about the spacing of your buttons, the dimensions of the textual content, and some other navigational or organizational components that is likely to be inconvenient in a responsive design. Additionally, have a look at how your web site might change when considered on a desktop, pill, and varied kinds of smartphones.

Internet (Entrance-Finish) Design Suggestions

1. Think about 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. A very powerful data on a web sites ought to at all times be positioned “above the fold” (like in newspapers) so a customer doesn’t should scroll all the way down to see it.

2. Leverage white house to attract focus

Within the case of internet design, much less is usually extra. With plenty of data to share with guests, it may be tempting to muddle all of it above the fold so of us see it instantly. 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 coloration to information motion

Coloration psychology performs a giant position in advertising. With out us even figuring out it, sure colours can encourage us to do sure issues, equivalent to click on a button or proceed on to the subsequent web page of an online type. Use colours to information the identical kinds of motion in your web site. Make your whole CTAs a daring coloration to assist them stand out.


4. Keep away from generic inventory photographs

There are many methods to make use of photographs in your advertising, however the one technique to keep away from is utilizing generic inventory photographs. Generic, tacky inventory photographs 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 for those who can’t seize your precise viewers, it is best to work exhausting to search out inventory photographs that do. Tip: One nice technique to gather viewers photographs is by operating a user-generated content material (UGC) marketing campaign.

Obtain our free information to growth-driven internet design for much more internet design ideas.

Time to Design

Design is available in all sizes and styles … actually. From web sites to print graphics to workplace house design, it performs a serious position in advertising our companies and types. Even for those who don’t think about your self a designer, we encourage you to grow to be extra aware of the weather and kinds of design. You by no means know when you might have to seek the advice of on a mission or whip up a design of your individual.

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