In Their Element: Five Experts talk Design Elements

Photo: So Fetch Media

Think about what attracts you. What’s the first thing that draws your eye when looking at a campaign or brand? Specifically, which element stands out? Is it the color palette of the campaign? The wording? Maybe the imagery; the people effortlessly applying makeup in an ad that makes you think, “Huh, I could look like that if I bought that product.”

What is it that not only catches your attention but makes the campaign memorable? The design. As seasoned marketing professionals, we’re taught that many factors can make a brand more appealing. But at its core, it all comes back to design and more specifically, how the elements of design are used.

From typography to color to imagery, there are countless elements at play. But the question remains: which one is most critical in capturing attention or boosting results? To explore this, I asked five marketing pros, from grad students to professors, brand leaders, and industry experts, what design element they value the most.

What the Experts Say

When it comes to being relatable and authentic, imagery is the way to go. As Ayanna Ruiz highlights:

"I’ve found that imagery is the most critical design element in capturing attention because people connect with visuals faster than text. I’ve noticed in some of my early campaigns that featuring candid photos generated far more engagement than posts with stock images or text-heavy graphics. Strong imagery not only draws the eye but also builds trust and relatability, which directly boosts results."

Imagery plays a powerful role in the emotions it conveys; it tells a story to its audience. As Yazmin Sotero explains:

"Images make brands human. People don’t just look at images they feel them. By using genuine, real-life photography, we invite consumers to see themselves in our story, which drives engagement. The right image has the power to stop someone in their tracks before they read a single line. During a recent customer presentation, we leaned into authentic, lifestyle photography rather than polished studio shots to show how things can be merchandised in stores. As the customers walked into the meeting, I noticed the shift in response right away they paused, related, and ultimately connected with the story we were trying to say. That authenticity became a key driver of engagement and brand trust."

When it comes to deciding which element matters most, you also have to ask yourself: “Which one works best for this moment?” Lidiana Montes highlights this point:

"Design fuels marketing impact, but there isn’t just one font, color, layout, or imagery that guarantees results. The real question is, what type of company are you working with? For example, the color red is known to trigger hunger, making it effective for food brands. Typography also plays a huge role, like using the cursive “Pinyon Script” font to convey a clean and feminine image that builds trust and connection. A personal example comes from two of my clients: Uptown Cheapskate and Mids Market. They both sell secondhand clothing, but UC portrays a high-end thrift experience while Mids Market attracts a young, fun, and carefree crowd. Both sell the same product, yet all their branding elements create completely different customer perceptions and results. I would say the brands voice is ultimately the true analyst in conveying what element is most critical and influential."

Who the brand is plays a huge role in deciding which elements will make it shine when building campaigns. Cem Bahadir gives a great example with Mastercard:

"It is essential for brand managers to keep an open mind when building a brand. A variety of brand elements such as color, smell, shape or sound can help communicate the identity of a new brand. Established brands also use these elements to communicate with their target audience. For example, Mastercard implemented a sound-focused campaign to appeal to their target market."

Ultimately, knowing how to blend elements is what truly sets a campaign apart. Michelle Gaines highlights this well:

"In my experience in digital marketing, color, layout, and typography work together to capture attention and drive results. When these elements align, they don't just make things look good; they bring the brand's personality to life, create consistency across every touchpoint, and make the message more relatable. A strong visual identity helps people instantly recognize and trust the brand, making it more engaging and impactful."

The Last Word (For Now)

What became clear to me after asking these marketing experts, was the importance of truly knowing your brand well enough to recognize which element works best in its favor. Understanding what your audience is drawn to isn’t just helpful; it’s essential. Stepping into the shoes of your audience makes you a better marketer because it teaches you to see things through the eyes of a consumer.

When it came to asking myself what element matters most, I will always say typography, because to me, words are everything. Words can shape emotions and make people feel things they didn’t even know they could feel. Text is everywhere, and the different fonts and phrases that can be used are endless; it can create a story from nothing.

At the end of the day, design elements are what shape marketing. As I’ve said before, “the use of design elements in content marketing is a creative, strategic way to promote your brand.” They help shape brand identity, capture attention, and influence consumer behavior. And if there’s one takeaway, it’s this: design done right isn’t just impactful…it’s fetch.