Using the metaphor of design in marketing emphasizes the fact that this is a creative endeavor, but one with a purpose. The best marketing design is that which is perfectly appropriate to what we are trying to accomplish. The design metaphor also makes time-tested maxims available:
Less is more.
Form follows function.
Everything should be made as simple as possible, but no simpler.
For example, Shaker furniture is renowned for its beauty, balance, and functionality. Shaker design holds true to these guidelines. The furniture is well made, honest, and functional. Let the same be true of your e-learning, and let your marketing reflect that fact.