Standing out in the competitive market is difficult, but without a memorable brand to set you apart in the industry—it can be next to impossible. Along with a professionally designed logo, consistent branding can increase the value of your business and give you a robust online presence.
To differentiate yourself from all the businesses in the market, a website is a great place to start. Where companies like a restaurant and grocery stores are able to operate offline, they also require an online presence so they can be discovered by new customers.
This is where your brand comes in to play. Your brand is the story that connects the potential customers to your business and services. If you have a website that can harmonize with this narrative, your business will be more engaging and authentic for your customers.
Web design is one of the essential components which has a significant impact on customer experience. Being a part of branding, every element of the design serves a purpose. From visuals to usability, every component of the design is crucial to the customer experience and build brand consistency.
What is Brand Consistency?
Brand consistencyq can be defined as a pattern of expressions that impacts the perceptions of the customer about your company. The more consistent your brand message, the better is your branding.
Brand consistency is an essential aspect of designing as it can manipulate the customer’s perceptions and allows to connect with the audience emotionally. The potential customers who understand your story and know how it came into being, and evolved are likely to purchase your products.
Described below are some ways which can help you link up the connection between brand consistency and website design.
Strategic Placing of the Logo
A logo is the face of the company. It is the first impression that your company makes on the audience. A robust logo is a combination of professionalism and personality. It is the first image that your audience get acquainted with, which is why it is essential where your company’s logo design will be situated.
Be resolute and efficient about where you will place your logo. It is mostly placed on the top left corner of the website–as most of the languages used across the planet are read from right to left. Thus, by situating your logo on the top right of the web design, it will be the first image that your visitor will be associated with when they visit your website.
You might want to choose some other place to situate your logo than the conventional top left corner. Originality is always appreciated, but visibility is also important. It is advisable to place your logo and navigation tab near each other for effortless and optimized user experience.
Perseverance is the Key
The design elements used in designing the website must always align with others. One of the reasons for this is that customers associate the aesthetics of the design and easy to use interface of the site with the functionality and performance of the business.
To put it in simple words, the presentation of your business on your website reflects how your company is view off the web. Which means if your potential customers liked your online venue, they are likely to take a chance on your bricks and mortar store as well.
Use a Proper Colour Pallet
Every colour used in the web design affects the perceptions of the audience and evokes an emotional response. This is widely known as the colour theory and choosing the right combination colours enables the audience to understand your branding message. For instance, black and gold give a classic feel, where metallic depicts sophistication.
Once you determine the colours for your brand, integrate them in your website. Start with the base colour, like the one used in your logo. Use them at places such as headings, subheadings, images and illustrations, which can pique the people’s interest.
Use lighter shades to define the more functional aspects of the website such as tabs, links, and sidebars icons and minus. Colour coding your website can help to give it a sharp and clean look instead of being cluttered.
The Power of Whitespaces
The need to fill up every corner of the website can be tempting, but the power of white spaces cannot be ignored. According to research, fusing white spaces in the website’s layout boosts attention and comprehension rates.
You might find integrated colours exciting, but white space is a place that allows the design to breathe. Customers will be able to remember your brand better with simple designs rather than a site cluttered with words and graphics. Instead of filling all the spaces with colours and graphics, think of leaving some spaces between the images to increase legibility and communicate your ideas effectively.
White spaces combined with visual content in design give a more organized, polished and accessible feeling—which are also the three attributes of a successful website.
Use of Simple Fonts
Just like the colours of your brand, the typeface also makes a big difference in how your company is perceived by the customers. There are multiple font styles which you can use in your design, but you need to remember that too much variety in design can alienate your audience with the message. So instead of going excessive with fonts, it is advisable to choose the ones which compliments each other while supporting the tone of your brand.
Whether you choose to use the old Serif or the modern forms of Serif, you need to make sure that they are readable for the audience. You can also choose to customize your typeface, but you need to verify if it goes with all internet browsers—otherwise, the font won’t load correctly upon loading the website. In order to avoid the issue, choose a font which is compatible with Google. Although it may seem like a difficult job, but the process is quite simple and ensures that the customer font appears on the website the way you intended it to.
Enunciate your content with images
The graphics and illustrations used on your website must not be flashier than the message your brand is communicating. But you can add creative and aesthetic depths in the design in little amounts. Place high-quality images in your design to show the potential customers what your brand stands for before they use any words.
Always make sure that the images you include in the design are aligned with the content. For example, if you are an illustrator, you can build your portfolio website describing your expertise in the field along with the images you illustrated for the clients. Be it related to fashion, comics or simple books illustration, you need to make sure that they can give an artistic feel through the design.
The images you include in the design must be able to amplify and clarify your brand’s voice, so people can visualize what it means to be a part of your clientele.
From the major elements of design to minute details, every aspect of the website conveys a message to the audience. If your design is organized, polished and consistent, people are likely to believe that your business offers that same consistency in your services and quality of the product. In simple words, brand consistency brew trust and communicates how you operate your business. As your company evolves, you’ll figure that brand consistency is the natural part of every aspect of what you do.