The goal in marketing, no matter what platform is being used, is to communicate messages to consumers successfully. Whether through email campaigns, banner ads, websites, or collateral, applying the main design principles to your pieces is crucial for enhancing user experience and driving engagement. A few key design principles to get familiar with are balance, white space, contrast, proximity & alignment, emphasis, and visual hierarchy. Let’s dive into a few design elements done exceptionally by Apple.
White Space
White space refers to the unused space around design elements, which helps focus attention on key components. Effective use of white space draws attention to the product or message, making it stand out. By keeping their landing pages simple and highly focused on their products, Apple effectively uses white space by giving their website a sleek and high-end feel: much like the products.
Contrast
Remember, the main goal in marketing is communicating effectively to your audience; contrast makes this happen effortlessly. Utilizing differences in color, light, and dark shades to make text elements and important factors stand out. In this example, Apple uses a pitch-black background and contrasts a white bold headline calling out the product and then a colorful headline emphasizing its iPad thin design.
Balance
Lastly, balance in design involves creating a symmetrical layout that feels comfortable to the viewer. An imbalanced design can make users feel uneasy, disrupting their experience. By shifting visual weight appropriately, marketers can achieve a clear and pleasant design that guides the user’s eye naturally. In this example, all the phones are centered equally, as well as their headlines, descriptions, and prices.
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