All you need to Know About the Concepts and Types of Style

Posted on Posted in Blog

  Furniture. Clothes. Software. Posters. Roadmaps. Experience. Buildings. Web sites.

These are all things that can be designed . Heck, design provides so many different meanings and application you wonder if the term can be defined at all.

Answer: It can. Design has a variety of definitions, however in its simplest type, it can be defined as both a verb plus a noun: It can refer to the act of making a composition or or to the composition itself.

Design is about developing feasible, functional solutions to a variety of problems, plus always happens using a particular goal in mind. — Amanda Chong, HubSpot designer

As ambiguous as it seems, design could be defined … particularly if it comes to how it applies to marketing. That’s why we put together this guide — to assist you better understand design and it’s concepts and types. Save this guide for upcoming reference, and utilize the chapter links in order to jump ahead to any section that passions you.

Feeling stuck? Take our Style for Non-Designers class.


Balance is how objects in a structure are arranged and exactly what visual weight these people carry. Balance is possible using the following methods.

  • Symmetry (Formal balance): When objects are arranged equally around a vertical or horizontal axis. Items are arranged in regards to central point (or a radius) is recognized as radial symmetry .
  • Asymmetry (Informal balance): When objects are arranged unevenly in regards to vertical or horizontally axis. Typically, there’s one dominant part or element in an asymmetrical composition.

design-1 Source


Contrast refers to how components in a composition differ. This principle is usually paired with the process of similarity , which is how composition elements resemble each other. Comparison can be established making use of design elements such as color, space, type, size, and structure.

Whitened space is also an important component of contrast. Often called negative space, which space refers to the bare parts of a composition. White space will help organize the elements within a composition and emphasize the most important ones. It also creates an aura of luxury and minimalism.

design-2 Supply


Dominance refers to the different degrees of emphasis within a composition. Emphasis is typically achieved making use of elements like dimension, font choice, and certain color mixtures (that may generate contrast). There are 3 main stages of dominance in design.

  • Superior — The object of principal emphasis. It’s provided the most visual weight and is typically found in the foreground of a composition.
  • Sub-dominant — The object(s) of secondary importance typically found in the middle ground.
  • Subordinate — The object(s) of tertiary focus typically found in the background.

Fun fact: The visual center is where all of us naturally focus on a piece of visual design. It is slightly above and also to the right of the real center of a composition and is often referred to as “museum height”.

design-3 Supply


Movement is the visual route a viewer follows when viewing the composition. With appropriate movement, a structure can create a narrative and supply a high-quality user experience (UX). Movement can be established using design elements like lines, shapes, and colors.

design-4 Source

Proportion or Scale

Proportion refers to the visual weight and size of the composition’s elements and exactly how they relate to one another. This principle is also known as scale .

The relative size of one object to a different can help create a focal point or movement across the composition. Also, varying sizes of objects can help communicate the significance and dominance of just one element over one more.

design-5 Supply


Visual unity has been said to be the primary goal of design, although that viewpoint differs among designers and certain style communities. Unity, or even a harmonious relationship , refers to the relationship between the individual components and the whole of a composition. When a composition’s elements are in agreement, there exists unity; once the elements aren’t in agreement, a structure is said to have variety .

The following design principles are associated with unity.

  • Alignment — When items are lined up on a certain axis or cadence
  • Continuation — When a series or pattern extends
  • Perspective — When there’s a distance between components
  • Proximity — When objects are put close together
  • Repetition — When objects are copied many times
  • Tempo — When objects recur with a slight alter or interruption 

design-6 Source

Grab 195 free visible marketing design templates on us.

Graphic Design

Graphic design is most likely what you picture whenever you think of design within the marketing field: social networking images, email marketing headers, infographics, postcards, and much more.

design-7 Resource

Since visual content is a highly valuable and joining marketing medium, businesses rely on graphic designers to generate assets that signify their brand and communicate with their viewers.

Need templates to help you generate content for any online channel? Download  the free library associated with over 195 visible marketing design layouts.

Personalisation and Logo Design

Branding and creative logo is a subset of graphic design. It includes the visual components of a brand and brand name identity, such as trademarks, typography, color palettes, style guides, and more.

design-8 Supply

Branding plus logo designers create assets that symbolize a brand, illustrate the particular brand’s mission, vision, and values, and promote brand attention for the company.

Learn the basic concepts of visual design and how to utilize them to create high-quality visuals by taking the  HubSpot Academy Graphic Design Essentials course.

UI plus UX Design

User interface (UI) and user experience (UX) design focus on enhancing how website, application, and software customers interact with and experience a product.

design-9 Source

While some roles combine UI and UX design, the two methods are quite different. UI designers are responsible for developing a visually-pleasing, on-brand experience for users through web page design, app design, and concept design on sites such as WordPress and Shopify.

UX designers, on the other hand, are responsible for making sure a product actually resolves a problem through user friendliness testing, user moves, and digital prototypes.

Web (Front-End) Design

Web site design applies to the front end (public-facing) side of the website. Front-end developers are like UI creative designers equipped with coding understanding — they style static UI mockups for a website and translate them directly into HTML, CSS, and JavaScript code. (But don’t confuse this practice with front end web development. )


Web designers create property that produce an attractive and fully-functional web site, such as splash webpages, navigational elements, sitemaps and pages, moving and clicking functions, and content management systems.

Multimedia Design

Media (or motion graphic) design is developing graphics for a selection of media, particularly movie and animation. Due to the time and price requirements, this type of style has historically already been reserved for those within TV and film. But with advancements in technology and a latest rise in video content marketing, motion graphic design has become a lot more accessible than ever.



Media designers are responsible for developing moveable assets that communicate and delight with an audience, such as moveable logos, GIFs, animated videos, tutorial videos, and animated websites.

Environment Design

Environment design, also known as environmental graphic design, is supposed to improve a man or woman experience by furthering the purpose of an environment, whether that’s to be memorable, exciting, informative, motivational, or easily navigable. The practice merges interior design, architecture, image design, landscape design, and industrial design.

design-11 Resource

workplace design and personalisation, store interiors, occasion space design, and signage and online advertising.

Marketing Design Tips

We’ve covered the fundamentals of the most common sorts of design in marketing: graphic, branding, UI and UX, and web, multimedia, and environmental. Now, we will dive into a few tips for the top four.

Note: Look out for the  concepts of design all of us discussed above . they’ll make an appearance in this particular section, too.

Graphic Design Guidelines

1 . Start with the purpose

Which kind of content are you designing … a social media ad, email template header, or e-book? These are three various pieces of content with 3 wildly different reasons and goals. Before you decide to create your part of graphic design, jot down the purpose of the content. It will help keep your design objectives aligned with your content goals as you make your piece of art.

2 . Apply your lifestyle guide

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

a few. Create order along with lines and position

Lines plus alignment in your graphic design can create motion and order. Line-up the text in your image to guide your audience as they read, or incorporate horizontal outlines to section off your text and imagery. Similar to how you structure long blog posts in small paragraphs, lines and alignment make pieces of graphic style easier to digest.

design-12 Source

4. Pepper in some icons and illustrations

Colors, textual content, and images lead to gorgeous graphics, yet don’t limit your elements to those three. Icons and illustrations can also spice up a good otherwise text or even image-heavy piece of content. Icons might also be able to illustrate concepts that will photos can’t, and so they serve as creative bullet points for long lists.

Spruce up your graphic design today with our 135 free symbols to use in your marketing graphics.

Branding and Logo Design Tips

1 . Design the aesthetic of your personality

How do you visually existing the personality of the brand and corporation? If your brand was obviously a person, what would he or she be like? Your branding design need to reflect the answers to these questions.

Before starting your design, make a list of adjectives that describe your own brand, company, and culture. This will help you select color combinations, images, fonts, and other style elements and enhance the key points of the personality. Also, using your brand adjectives as guidance, build a collection of images, graphics, color samples, and comparable logos that stand for the “mood” of your brand — a. k. a. the mood board.

2 . Get a little funky

Your logo and brand name assets don’t have to become a straightforward representation of what your company does. Heck, HubSpot’s logo design has really nothing to do with marketing, product sales, or service software program. Yet, it represents our company flawlessly while being unforgettable and distinctive.

sprocket-web-color-5-1 As you design your brand’s visible identity, don’t be afraid to get a little cool and incorporate some unique design aspects. Doing so may help your brand stand out from the rest.

3. Keep it easy

Your logos should communicate your own aesthetic in a just one second. Impressions are created in the blink of an eye, and your logo and brand identification is no exception. Consumers will decide if they like, dislike, are impressed by, or would like nothing to do with your own brand in a moment, so keep your style simple and to the point.

HubSpot’s Design Guide as an example.

Learn the important elements you need to create a strong brand by downloading The Essential Guide to Logos Your Company here.

UI plus UX Design Guidelines

Note: USER INTERFACE and UX design are considered two various kinds of design, but due to the fact they’re so similar, we’ve collected several tips that can apply to both practices.

1 . Adapt a user’s perspective

Whether you’re creating the interface or maybe the experience of an application, website, or on the web tool, always adapt the perspective of a user. Why might someone use your web site? What would they hope to achieve? What might their issues be? It’s crucial to research your user base and much better understand how they’d strategy or your site or even application. Consider performing first-hand user research through a focus group or by talking to current customers.

design-14 Source

2 . Anticipate mistakes

Regardless of much you talk to customers, there will always be a handful (or more) of individuals who’ll stumble throughout your website or app. Anticipate these mistakes by incorporating fool-proof systems, such as not letting someone submit an online form if they’ve skipped a box or having a consumer confirm they’d love to exit in case these people accidentally clicked from the screen. These systems can help prevent errors before they occur and let your own users know you have their backs.

3. Don’t neglect standards and trends

Designers enjoy paving a new route and “reinventing the wheel” with their designs. While this can create some thing unique and memorable for the user, it may also confuse them if you’ve gone too far. Think about sticking with known design patterns, standards, plus trends, such as a navigation bar the top correct corner or contact information along the bottom part of the page. This can help your users already subconsciously know how to navigate your site without explanation.

4. End up being mobile-friendly friendly

Responsive design is really a non-negotiable for websites and applications, yet is your design mobile-friendly friendly? Consider the space of your buttons, the size of the text, and some other navigational or company elements that might be inconvenient in a responsive style. Also, look at just how your site may modify when viewed on the desktop, tablet, plus various types of smartphones.

Web (Front-End) Design Tips

1 . Consider the fold

On a website, the particular fold is considered the bottom of the screen — where your page would “fold” if it were a bodily item, like a paper. The most important information on a websites should always become placed “above the particular fold” (like within newspapers) so the visitor doesn’t have in order to scroll down to see it.

2 . Leverage white space to draw focus

In the case of web design, less is often more. With lots of information to share with visitors, it can be attractive to clutter it all above the collapse so folks find it right away. But much less cluttered websites are usually easier to read, navigate, and digest. Keep your visitors on your internet site by putting plenty of white space around your content; it’ll end up being easier for them to focus on reading and understanding your content.

a few. Use color to guide action

Colour psychology plays a big role in marketing. Without us actually knowing it, specific colors can motivate us to do specific things, such as click on a button or continue on to the next web page of a web form. Use colors to guide the same types of activity on your website. Make all of your CTAs a bold color to assist them stand out.

design-15 Source

4. Avoid common stock images

There are lots of ways to use images in your advertising, but the one method to avoid is using generic stock images. Generic, pathetic stock images make a brand seem sluggish and disengaged using their buyer persona. The images on your internet site should be a representation of the audience, and if you can’t capture your actual audience, you need to work hard to find share images that do. Suggestion: One great way to gather audience images is certainly by running a user-generated content (UGC) strategy.

Download our free explained growth-driven web design meant for even more web design guidelines.

Time to Design

Design comes in all shapes and sizes . literally. From sites to print images to office space design, it plays a significant role in advertising our businesses plus brands. Even if you do not consider yourself a developer, we encourage you to become more familiar with the weather and types of style. You never know whenever you may have to consult on the project or whip up a design of your own personal.

Spread the love

Leave a Reply

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