Design Principles

Bayer’s Corporate Design reflects Bayer’s modern and progressive brand personality. Based on the brand attributes that are optimistic, passionate, and visionary, the design translates the brand promise “Advancing Life” into the overall visual appearance. For digital media, this design system is adapted with a strong focus on user experience. Key aspects of the user experience are:


User-centricity – focus on a user’s needs and expectations
Consistency – allows a consistent, predictable and easy-to-navigate experience
Flexibility – allows a user-friendly and clutter-free content presentation


To provide the best possible usability and navigation, a website must reflect device capabilities, react properly to user actions, and detect the medium where the site is currently being viewed. These principles, known together as responsive design, mean that a website should not be developed for just one kind of device, but provide the user with:


  • Content in the design that is appropriate for the size of the device (say phone or tablet)
  • Orientation (landscape or portrait)
  • Input (touch screen or keyboard and mouse).


The basic rules of responsive design are:

  • Content is positioned on a flexible grid that adjusts to fit a device's screen size by adjusting the size and/or numbers or columns. Images and other media are carefully prepared to adapt to changes in the grid and ensure that, whatever the screen size, the content is appropriately displayed. 
  • Media queries that allow designs to adapt to changes in screen size or orientation by setting so called breakpoints for specific sizes.