Branding consolidates and symbolizes all the experiences, characteristics and associations of a business into one package. Effective branding consists of creative imagery; taglines and logos that are modern. Successful branding can be the one thing that motivates someone to buy a product. When designing a website to represent a brand, developing a memorable website allows companies to “stand out” from the competition.
Color, Character, Consistency and Tonality
All these elements speak to the user about a brand’s message and reliability. Knowing how to use these essentials can give a business an advantage over the competition.
- Color is not just about what looks good. Studies show that different color pallets elicit specific emotions and stimulate subconscious associations to objects and character traits. Studies have shown that 60% of people decide if a message is attractive based on nothing more than the colors used. For instance, gold is associated with success and victory, while grey is associated with compromise. Other associations include natural elements, such as green prompting thoughts of trees or grass. Detailed research into the emotional responses and associations to various colors and color combinations is crucial. Choosing the right colors effectively communicates what message the brand will convey to prospective clients.
- Character represents the brand’s personality. Is it serious and safe, or is it caring and fun? Use of human qualities to convey the character of a brand allows customers to identify with it. For instance, for a dog care business, designers could use a smiling cartoon dog as the guide through the site.
- Consistency in web design creates memorability. By repeating the same color themes, fonts and imagery throughout the site, the message is repeated. When a message is repeated, it is remembered.
- Tonality is not about the message; it’s about how to speak the message. The language used should represent clearly the character of the brand. A financial advisor should use formal language, while an amusement park should have a fun tone.
Logo Usage and Proposing Value
When users click on a site, they will spend their first moments deciding if they are on the right site and if it is worth their time to stay there. Where a logo is placed and the overall quality of a site has the power to influence them to keep using a website.
- Logo placement and size. Most people look for the logo at the top left corner of a website. Make it big enough so that it is easily recognized. Link the logo to the home page.
- Proposing value. Provide a short statement explaining the benefits a customer will gain by using the site. The brief statement should clearly communicate what the business is about. Best placement is adjacent to the logo.
Visuals and Code
Reuse content by infusing consistent layouts and visuals into the site. Using the same visuals and codes continually, allows a site to load faster and people are more likely to stay on that site.
A unique website is a memorable website. Incorporate elements of design that convey and communicate the brand image. The more unique a website is, the more likely users will return.
I’m a digital online generalist, with a wide range of skills from web design, graphics, marketing & SEO. One of the things I love with my job is working with other creative marketers and helping business owners and organizations maximize their online presence. I love a good cup of coffee & enjoy the Metro Parks in Ohio with my family.