Eight Fundamental Design Principles (that also Work for Content and Branding)
Welcome to my new series exploring topics relevant to b2b marketers around design, branding or copywriting.
Let’s talk design principles.
I recently came across a file in my archive that visually explained these 8 key design principles. These principles are the foundational building blocks for just about any design solution, used alone or combined. As a designer, I have frequently referred to them to devise creative solutions when feeling stuck.
Receiving them anew, it occurred to me that there are also parallel interpretations that can apply to branding and/or content creation. Let’s see how.
Contrast
Defined as one thing being strikingly different or in juxtaposition to something else, the principle of contrast in design is used to create tension (dark vs light) or emphasis (large vs small). Similarly, in branding, the objective is to always to stand out uniquely from your competition. This concept of contrast can be done both visually, as well as with brand positioning and messaging.
Emphasis
One of the key objectives in design is to aid in understanding. If everything is of equal importance, nothing stands out. The designer indicates what is most to least important by using the principle of emphasis. Emphasis can also be applied in branding and content. To fully define and effectively communicate your brand you must first understand what is most important to your audience. Each asset or medium may place emphasis on slightly different aspects of who you are and why it matters.
Variety
This principle in design enhances visual interest so as not to be boring or monotonous. The b2b marketer can use this same principle when designing the building blocks for a brand, allowing for a variety of interpretations from one asset to another without going off-brand. Messaging distribution strategies may also employ the principle of variety. The brand story may vary from channel to channel or over time so as not to become monotonous or dull.
Unity
One of brands foremost tenets is to be consistent and unified. Unity in designs assures that all the elements work together in a cohesive way. When they look alike and sound alike, it is clear they belong together. Unity may be achieved by using one voice, delivering a unified brand personality and authority. A lack of unity can breed distrust or a lack of confidence in what is communicated and in the brand it represents.
Rhythm
Th design principle of rhythm, similar to pattern, is created by the spacing of elements to one another, either in a regular or irregular way. The rhythm or pattern can elicit emotions of calm or excitement. The same principle is used in marketing or content messaging. A single piece may use rhythm to create an interesting cadence to the words, building to a climax that persuades the reader to act. Or the cadence of blog releases, e-newsletters, emails or social media may build-up and deliver with anticipation a consistent and informative message for your brand.
Hierarchy
Similar to emphasis, the designer uses hierarchy to prioritize our attention. In branding, this principle requires we know who else is competing for the attention of our audience and where we stand within the market. In copywriting, as well as in design, the use of hierarchy is employed to make our content more scannable and easy to understand at-a-glance. The reader should walk away with a clear view of what is most important, why it’s important to them, and what they should do next.
Movement
The principle of movement is directly related to hierarchy, especially in content. The movement here is compelling the reader to act. In design, movement can be deployed to lead the eye around the page or screen, so as to digest bits of information the way we want them to. Movement is also important in branding by fully understanding your purpose and mission. This will guide your brand choices and move your audience with a shared goal and drive.
White Space
For new designers, understanding the importance of white space is a crucial step. The surrounding “negative” space around the elements on a page can have just as much or more impact as the elements themselves. The area around items allow them to breathe, or can create tension in various ways that bring the design to life. White space from a content or especially a branding perspective can be equally important. What are you NOT saying? Is it appropriate to your brand, your audience and your purpose? Or does it maybe reveal a lack of transparency or authenticity?
Underlying b2b marketing principles
The underlying principles for all of marketing are the same, regardless of discipline.
We’ve seen that each of these fundamental design principles have helped to also inform us when making b2b marketing decisions in branding and copywriting. Now go forth and create, marketers!
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If you need help using design principles in your marketing campaigns or with any other branding/design/copywriting project for your b2b, feel free to reach out. My goal is to help you get marketing assets out the door and be anything but boring!
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