“Make This Pretty”: The depths of design


There’ll always be misconceptions associated with aspects of digital marketing, and design is no different. 

As a white label digital marketing agency with a range of specialisations and niche knowledge, Agency Stack’s services could sound either easy or confusing depending on one’s understanding.

The truth is: it takes years of hard work, dedication, passion and creativity to hone the expertise of each digital marketer. 

The design team at Agency Stack will tell you just that – their skills weren’t developed overnight, and they do far more than “make things pretty”, despite the misconception of the craft. 

So, this blog serves to clear things up and discuss the core responsibilities of a designer in the digital marketing space. 

What Is Design? 

Design considers more than the visual elements of an asset. It is the process of intentionally creating something while simultaneously considering its purpose, message, function, economics, sociocultural factors, and aesthetics.

“Design is a plan for arranging elements in such a way as best to accomplish a particular purpose.” – Charles Eames

This is achieved by sticking to a selection of key principles which any savvy designer will be well aware of. 

Design Principles

The layperson might assume that an aesthetically pleasing design is just that because of the colours it uses or the shapes it creates. 

However, they may not realise just how important these principles are to their overall perception of a design.


Ever viewed a design and not known where to look? Left, right, centre? Having a strong point of alignment within design allows our eyes to seamlessly flow through the visual message.

Aligning elements which are not close together can provide an invisible connection, communicating the idea that they belong to the same piece.


Think of repetition as consistency. By repeating elements of a design, you immediately create a familiarity or identity.

Repetition helps people identify that separate things belong together. Think of it like a family. Each individual in the family looks a bit different, but there are enough similarities that you can see to show they are all related. 


Contrast is the most effective way to create emphasis and impact with your design. 

Contrast is created when two elements are total opposites. For example, big/small size, classic/contemporary fonts, thin/thick lines, cool/warm colours, dark/light, smooth/rough textures, horizontal/vertical. 

Contrast plays a crucial part in the organisation of information on a page. It gives the reader a guide on where to look first, what the most important point is, and what stands out the most.


Hierarchy creates visual organisation and gives the reader an idea of where to begin and finish reading.

Just as hierarchy is typically used when describing ranking in a business or similar, hierarchy in design is just a system to arrange elements according to their importance.

Balance – Symmetry

Balance is the weight distributed on the page by the placement of elements.

At its simplest, symmetrical balance can be created with an invisible centre line where the weight of the elements on both halves of the page is even.

This form of symmetrical balance generally has a very traditional and harmonious feel even though, at times, it can seem stilted and boring.

Balance Tension

Balance through tension is the weight distributed on the page by the placement of elements with a focus on emphasis.

There is tension between the two elements and the negative space in between. The effect has a dynamic and bold quality.

Get in Touch

Our design team has been cranking out work all year and it was about time they had their time in the sunshine. We hope this blog will suffice!

Make sure to contact Agency Stack if you need any help with designing social media content, websites, logos, display ads, or branding documentation.

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