I know this a very old post, although please help me:
I am on Joomla 3, please how to do I find?
For those struggeling with "Rich Design" ...
The frontpage is a features articles blog.
The words "Rich Design" is the "Page heading" that you can set in "Page Display Options" directly in the menu-item.
The image behind the title can be set in "Layout Options" > "Custom Header Image"