Oct 20, 2025
Oct 20, 2025
The foundations of design
The foundations of design
The foundations of design
Anna Parsons
Creative Designer
Anna Parsons
Creative Designer
Anna Parsons
Creative Designer
Countless fundamental principles and insights guide us in crafting effective campaigns and impactful designs, but for those further removed from the creative process, and in the rush of deadlines and daily demands, there’s often little space to consider the thinking that forms the unseen basis of our work.
Countless fundamental principles and insights guide us in crafting effective campaigns and impactful designs, but for those further removed from the creative process, and in the rush of deadlines and daily demands, there’s often little space to consider the thinking that forms the unseen basis of our work.
Countless fundamental principles and insights guide us in crafting effective campaigns and impactful designs, but for those further removed from the creative process, and in the rush of deadlines and daily demands, there’s often little space to consider the thinking that forms the unseen basis of our work.
Creative lands on desks and in inboxes, and messaging and visuals are changed, but what about the deeper, more essential aspects that go into creative work? These guiding principles are intrinsic to a designer’s work and differ from the campaign concept, copy, or visuals themselves - the elements in which we’re all likely to have some input.
But there’s value in understanding the foundations, the things that remain unspoken because, at least to creatives, they’re second nature. So, as a guide to those outside the creative process, and perhaps a reminder to those within it, here’s a guide to some fundamental insights that form the basis of our work - whether we’re aware of them or not.
Creative lands on desks and in inboxes, and messaging and visuals are changed, but what about the deeper, more essential aspects that go into creative work? These guiding principles are intrinsic to a designer’s work and differ from the campaign concept, copy, or visuals themselves - the elements in which we’re all likely to have some input.
But there’s value in understanding the foundations, the things that remain unspoken because, at least to creatives, they’re second nature. So, as a guide to those outside the creative process, and perhaps a reminder to those within it, here’s a guide to some fundamental insights that form the basis of our work - whether we’re aware of them or not.
Creative lands on desks and in inboxes, and messaging and visuals are changed, but what about the deeper, more essential aspects that go into creative work? These guiding principles are intrinsic to a designer’s work and differ from the campaign concept, copy, or visuals themselves - the elements in which we’re all likely to have some input.
But there’s value in understanding the foundations, the things that remain unspoken because, at least to creatives, they’re second nature. So, as a guide to those outside the creative process, and perhaps a reminder to those within it, here’s a guide to some fundamental insights that form the basis of our work - whether we’re aware of them or not.
The power of simplicity
We know that simplicity makes messages clearer, visuals stronger, and brands more memorable. When striving to be clever or comprehensive, designs and copy risk becoming overloaded with excessive detail and competing messages, which can dilute impact and confuse audiences. But less is almost always more.
In my view, true minimalism emerges when we achieve clarity by focusing on what genuinely matters - finding the perfect balance between purpose and form. In the end, clarity and focus always outperform complexity.
We know that simplicity makes messages clearer, visuals stronger, and brands more memorable. When striving to be clever or comprehensive, designs and copy risk becoming overloaded with excessive detail and competing messages, which can dilute impact and confuse audiences. But less is almost always more.
In my view, true minimalism emerges when we achieve clarity by focusing on what genuinely matters - finding the perfect balance between purpose and form. In the end, clarity and focus always outperform complexity.
We know that simplicity makes messages clearer, visuals stronger, and brands more memorable. When striving to be clever or comprehensive, designs and copy risk becoming overloaded with excessive detail and competing messages, which can dilute impact and confuse audiences. But less is almost always more.
In my view, true minimalism emerges when we achieve clarity by focusing on what genuinely matters - finding the perfect balance between purpose and form. In the end, clarity and focus always outperform complexity.
The impact of visual hierarchy
Closely tied to simplicity is visual hierarchy, which is key in guiding the viewer’s attention and ensuring the most important information is seen first. Effective design leads the eye with intention - highlighting what matters most at a simple glance.
Whilst balancing creative and messaging, it’s vital to prioritise content effectively. Because, as we all know, when everything competes for attention, nothing truly stands out.
Closely tied to simplicity is visual hierarchy, which is key in guiding the viewer’s attention and ensuring the most important information is seen first. Effective design leads the eye with intention - highlighting what matters most at a simple glance.
Whilst balancing creative and messaging, it’s vital to prioritise content effectively. Because, as we all know, when everything competes for attention, nothing truly stands out.
Closely tied to simplicity is visual hierarchy, which is key in guiding the viewer’s attention and ensuring the most important information is seen first. Effective design leads the eye with intention - highlighting what matters most at a simple glance.
Whilst balancing creative and messaging, it’s vital to prioritise content effectively. Because, as we all know, when everything competes for attention, nothing truly stands out.
The audience’s short attention span
This one should come as no surprise to anyone within a brand or business. With busy lifestyles and a constant overload of stimuli, our attention spans are becoming increasingly brief, often lasting just seconds.
Designers must choose only the elements that matter most in the moment - even when it feels like there’s a lot to say. An intriguing hook, a clear message, and striking visuals all need to work together to create instant impact - because if we fail to engage them immediately, the audience simply moves on.
This one should come as no surprise to anyone within a brand or business. With busy lifestyles and a constant overload of stimuli, our attention spans are becoming increasingly brief, often lasting just seconds.
Designers must choose only the elements that matter most in the moment - even when it feels like there’s a lot to say. An intriguing hook, a clear message, and striking visuals all need to work together to create instant impact - because if we fail to engage them immediately, the audience simply moves on.
This one should come as no surprise to anyone within a brand or business. With busy lifestyles and a constant overload of stimuli, our attention spans are becoming increasingly brief, often lasting just seconds.
Designers must choose only the elements that matter most in the moment - even when it feels like there’s a lot to say. An intriguing hook, a clear message, and striking visuals all need to work together to create instant impact - because if we fail to engage them immediately, the audience simply moves on.
The importance of consistency
We all know that consistent branding boosts recognition, builds trust, and strengthens identity - and this branding is often in the hands of designers. When branding lacks cohesion, its impact fades. Our audiences see our brands far less often than we imagine, so exposure to inconsistent visuals or messaging can easily confuse them.
That’s why consistency is so vital to our work, even if it means repeating familiar elements year after year. Because true consistency doesn’t mean ‘boring’ - it means achieving instant and reliable recognition.
We all know that consistent branding boosts recognition, builds trust, and strengthens identity - and this branding is often in the hands of designers. When branding lacks cohesion, its impact fades. Our audiences see our brands far less often than we imagine, so exposure to inconsistent visuals or messaging can easily confuse them.
That’s why consistency is so vital to our work, even if it means repeating familiar elements year after year. Because true consistency doesn’t mean ‘boring’ - it means achieving instant and reliable recognition.
We all know that consistent branding boosts recognition, builds trust, and strengthens identity - and this branding is often in the hands of designers. When branding lacks cohesion, its impact fades. Our audiences see our brands far less often than we imagine, so exposure to inconsistent visuals or messaging can easily confuse them.
That’s why consistency is so vital to our work, even if it means repeating familiar elements year after year. Because true consistency doesn’t mean ‘boring’ - it means achieving instant and reliable recognition.
The effectiveness of repetition and reinforcement
Closely related to consistency is repetition, a powerful tool that builds familiarity, reinforces messaging, and ultimately earns trust, while also reinforcing the emotional cues that foster loyalty and long-term preference.
It’s simple psychology. If you watched Teletubbies as a child, you’ll remember how the same scenes were repeated over and over. The human mind craves repetition and predictable routines because they foster a sense of security, stability, and anticipation (even when you already know how it ends).
In design, to keep things fresh, there can be a push to make changes far too often – but without strategic repetition across campaigns and platforms, key messages can easily get lost.
Closely related to consistency is repetition, a powerful tool that builds familiarity, reinforces messaging, and ultimately earns trust, while also reinforcing the emotional cues that foster loyalty and long-term preference.
It’s simple psychology. If you watched Teletubbies as a child, you’ll remember how the same scenes were repeated over and over. The human mind craves repetition and predictable routines because they foster a sense of security, stability, and anticipation (even when you already know how it ends).
In design, to keep things fresh, there can be a push to make changes far too often – but without strategic repetition across campaigns and platforms, key messages can easily get lost.
Closely related to consistency is repetition, a powerful tool that builds familiarity, reinforces messaging, and ultimately earns trust, while also reinforcing the emotional cues that foster loyalty and long-term preference.
It’s simple psychology. If you watched Teletubbies as a child, you’ll remember how the same scenes were repeated over and over. The human mind craves repetition and predictable routines because they foster a sense of security, stability, and anticipation (even when you already know how it ends).
In design, to keep things fresh, there can be a push to make changes far too often – but without strategic repetition across campaigns and platforms, key messages can easily get lost.
The value of emotional connection
As the oft-repeated saying goes, “People may forget what you said, but they’ll never forget how you made them feel.” We know that emotion is what truly drives engagement, loyalty, and recall. In our work, we’re often required to showcase features, facts, and logic, but we can never lose sight of the human element.
Emotional connection is one of the most powerful human experiences, like love, wonder, or that perfect moment when everything just feels right. Emotionally resonant content and creative leaves a lasting impression, far more than a list of benefits ever could.
As the oft-repeated saying goes, “People may forget what you said, but they’ll never forget how you made them feel.” We know that emotion is what truly drives engagement, loyalty, and recall. In our work, we’re often required to showcase features, facts, and logic, but we can never lose sight of the human element.
Emotional connection is one of the most powerful human experiences, like love, wonder, or that perfect moment when everything just feels right. Emotionally resonant content and creative leaves a lasting impression, far more than a list of benefits ever could.
As the oft-repeated saying goes, “People may forget what you said, but they’ll never forget how you made them feel.” We know that emotion is what truly drives engagement, loyalty, and recall. In our work, we’re often required to showcase features, facts, and logic, but we can never lose sight of the human element.
Emotional connection is one of the most powerful human experiences, like love, wonder, or that perfect moment when everything just feels right. Emotionally resonant content and creative leaves a lasting impression, far more than a list of benefits ever could.
The power of authenticity
Authentic and sincere messaging is crucial for forming meaningful connections with audiences. When a brand communicates honestly and stays true to its values, it becomes relatable and trustworthy, in turn fostering deeper engagement and long-term loyalty. And it’s not just about words - the entire design should reflect the brand’s values, visually communicating what truly matters.
Messaging that feels staged or disconnected risks pushing people away rather than drawing them in. Authenticity isn’t a tactic; it’s the foundation of trust. Brands that embrace their identity and communicate with honesty stand out and resonate most deeply.
Authentic and sincere messaging is crucial for forming meaningful connections with audiences. When a brand communicates honestly and stays true to its values, it becomes relatable and trustworthy, in turn fostering deeper engagement and long-term loyalty. And it’s not just about words - the entire design should reflect the brand’s values, visually communicating what truly matters.
Messaging that feels staged or disconnected risks pushing people away rather than drawing them in. Authenticity isn’t a tactic; it’s the foundation of trust. Brands that embrace their identity and communicate with honesty stand out and resonate most deeply.
Authentic and sincere messaging is crucial for forming meaningful connections with audiences. When a brand communicates honestly and stays true to its values, it becomes relatable and trustworthy, in turn fostering deeper engagement and long-term loyalty. And it’s not just about words - the entire design should reflect the brand’s values, visually communicating what truly matters.
Messaging that feels staged or disconnected risks pushing people away rather than drawing them in. Authenticity isn’t a tactic; it’s the foundation of trust. Brands that embrace their identity and communicate with honesty stand out and resonate most deeply.
The need for user-centric design
The power of authenticity
Great content and design must be shaped around the needs, preferences, and behaviours of an audience, something enabled by continuous testing and real user feedback.
Designing based on assumptions or personal taste won’t achieve this. Truly user-centric design means adapting constantly based on how people actually interact - not just how we expect them to.
And let’s not forget the humble call-to-action. A strong CTA should stand out and feel like a natural, persuasive part of the journey.
Authentic and sincere messaging is crucial for forming meaningful connections with audiences. When a brand communicates honestly and stays true to its values, it becomes relatable and trustworthy, in turn fostering deeper engagement and long-term loyalty. And it’s not just about words - the entire design should reflect the brand’s values, visually communicating what truly matters.
Messaging that feels staged or disconnected risks pushing people away rather than drawing them in. Authenticity isn’t a tactic; it’s the foundation of trust. Brands that embrace their identity and communicate with honesty stand out and resonate most deeply.
Great content and design must be shaped around the needs, preferences, and behaviours of an audience, something enabled by continuous testing and real user feedback.
Designing based on assumptions or personal taste won’t achieve this. Truly user-centric design means adapting constantly based on how people actually interact - not just how we expect them to.
And let’s not forget the humble call-to-action. A strong CTA should stand out and feel like a natural, persuasive part of the journey.
The magic
The power of authenticity
Finally, there is the magic. This might be less of a principle, but it’s still something that many designers will know. It’s that spark of inspiration, the moment when everything clicks into place - and when it does, you’ve struck gold.
The copy, the design, the offer - all are important parts of our creative output and help brands connect with their audiences. But there’s a level of intuition required as well, and these principles are never far from the minds of designers and creatives.
We all see the finished product. But by drawing the curtain back, at least in part, you gain a glimpse into the considerations, knowledge, experience, and skills that go into those final designs - and maybe even recognise their impact in future work.
Authentic and sincere messaging is crucial for forming meaningful connections with audiences. When a brand communicates honestly and stays true to its values, it becomes relatable and trustworthy, in turn fostering deeper engagement and long-term loyalty. And it’s not just about words - the entire design should reflect the brand’s values, visually communicating what truly matters.
Messaging that feels staged or disconnected risks pushing people away rather than drawing them in. Authenticity isn’t a tactic; it’s the foundation of trust. Brands that embrace their identity and communicate with honesty stand out and resonate most deeply.
Finally, there is the magic. This might be less of a principle, but it’s still something that many designers will know. It’s that spark of inspiration, the moment when everything clicks into place - and when it does, you’ve struck gold.
The copy, the design, the offer - all are important parts of our creative output and help brands connect with their audiences. But there’s a level of intuition required as well, and these principles are never far from the minds of designers and creatives.
We all see the finished product. But by drawing the curtain back, at least in part, you gain a glimpse into the considerations, knowledge, experience, and skills that go into those final designs - and maybe even recognise their impact in future work.
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Discuss your next project with us...
To learn more about what we can offer and how we can work together, we’d love to hear from you.
London
Accord Marketing,
1 Waterhouse Square, London EC1N 2ST.
South-West
The Node, 1 Enterprise Road,
Roundswell, Barnstaple,
Devon EX31 3YB.
All enquiries
02072 712 481
Assume nothing.
Discuss your next project with us...
To learn more about what we can offer and how we can work together, we’d love to hear from you.
London
Accord Marketing,
1 Waterhouse Square, London EC1N 2ST.
South-West
The Node, 1 Enterprise Road,
Roundswell, Barnstaple,
Devon EX31 3YB.
All enquiries
02072 712 481
Discuss your next project with us...
To learn more about what we can offer and how we can work together, we’d love to hear from you.
London
Accord Marketing,
1 Waterhouse Square, London EC1N 2ST
South-West
The Node, 1 Enterprise Road,
Roundswell Barnstaple,
Devon EX31 3YB
All enquiries
020 72712481