Visual Branding and How It Affects Your Web Design Decisions

Are you aware of your brand is being perceived by your audience? Visual branding is all about communicating the characteristics and benefits of your brand through your imagery. There are many companies that have strong logos and a strong message but lack the imagery to give their audience a clearer picture on what they are about and what kind of value they can provide. If you’ve made the same mistake and you’re in the process of creating a visual presentation that better represents your brand, you need to think about your web design decisions more carefully.

When your visitors hit your website, they’ll be presented with the visual elements before they even start reading the words on the page. For this reason, you want communicate the value, uniqueness, relevance, and other qualities on your brand through your design. Much of web design projects are made up of trying to figure out how to deliver the content in a professional template or trying to design a SEO focused site while ensuring the design and site structure is good enough.

If you’re trying to make your brand a strong presence in your design, you’ll have to ask different questions like “How can I sub communicate the luxurious and exclusive aspect of my brand?” or “How can we let the audience know that customer support is our top priority in an industry that has let them down?” It’s not easy coming up with design elements that reflect the message or qualities that you are trying to convey.

For example, you may want to communicate that your brand is dedicated to serving a specific segment of a niche market with generic imagery that presents that idea. But it is very much possible that other brands in the same industry are doing the same thing. This presents the challenge of trying to communicate your main message in a way that is unique. The last thing you want to do is look like a professional yet generic company that is using images from a stock photo site on your website.

The way you get around that is by using unique and relevant images, creating a recognizable logo, choosing the right color scheme, and having a strong overall identity. Trying to accomplish all this will mean that you’ll have to invest in custom photography, get a branding expert to come up with a new logo, or work with a web designer that understands how to create a design that gets your message across while meeting all your goals (whether it’s SEO, viral marketing, relationship building, sales conversions, etc.).

Another aspect of visual branding that is often overlooked in style. Style includes everything from your font, layout, content formatting, 2D vs. 3D graphics, to the icons. Style can also expressed as a archetypal deign from minimal, parallax, to Flash. Experimenting with many variations of style will help you figure out what combinations of design elements look great while also communicating your main message.

In conclusion, designing your website with the purpose of visual branding will have you going about the process in an unconventional manner. You’ll find yourself really going back and forth to come up with something that satisfies all the criteria of good branding and aesthetic design. For this reason, it can be quite challenging and time consuming for many business owners. It’s often a good idea to work with a firm for a large project like this, but even if you decide to do it yourself, you’ll find that the result was well worth it.

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