Using Design Theory To Craft High Impact Websites

How design theory can transform your website into a powerful and purpose-driven tool. 

Design is about more than just aesthetics; it’s about creating something that leaves a lasting impression, engages your people, and effectively tells your story. But how do you get there— how do you go deeper than the surface to create something that resonates deeply and tells an intentional story? It comes down to the details baby— those small moments and pieces that create a beautifully crafted bigger picture.

We’re here to give you the actionable tips and practical insights you need to elevate your digital presence. In this guide, we will delve deep into the world of design theory and explore how it can transform your website into a powerful and purpose-driven tool in your brand arsenal.

What Is Design Theory

Design theory is the exploration of the principles and  concepts that are the foundation for the creation of effective designs. It serves as a framework guiding designers in making informed decisions about layout, color, typography, to achieve specific goals.

Design theory is the foundation of great design. It’s the science and art behind creating visuals that communicate, engage, and resonate with your audience.

Design theory is not just about making things look pretty; it’s about understanding how design elements work together to influence the way people perceive and interact with a website. It recognizes that design has the power to evoke emotions. It’s about creating visual harmony and conveying messages effectively. While visual aesthetics are undeniably important, design theory pushes us to dig deeper.

It helps answer questions like:

  • How should I arrange elements on this webpage for maximum impact?
  • What color scheme will best convey the brand’s personality?
  • Which typography choices will enhance readability and best share this message?

It’s the compass to keep us on course— guiding use toward the creation of websites that go deeper than the surface— to inform, engage, inspire, and ultimately leave a lasting impression on their audience.

Core Principles of Design Theory


Balance in design refers to the distribution of visual elements in a layout. It’s about achieving equilibrium in your design to create harmony.


Proximity is all about the arrangement of elements in relation to one another. How do you piece elements together to tell a compelling story. 


Contrast is all about making elements stand out to create a clear visual hierarchy and guide eyes to the most important part of your message.


Consistency is key in web design, and repetition is the tool to achieve it. By using repeating elements or themes throught your website your building brand awareness and affinity.


Alignment is the glue that holds your design together. It’s about how you arrange text, images, and graphics on common axes to achieve visual harmony.

White Space

Whitespace, also known as negative space, refers to the empty or unmarked areas in a design composition. It is the space between text, images, graphics, and other elements within a layout. 

How To Apply Design Theory

We’ve put together a free downloadable guide walking through each principle at length and providing actionable insights along the way. Or head over to our Instagram for a breakdown of each design principle rolling out over the next few weeks.


Download your free guide