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The Importance of Branding in Design

Robert Wakefield - Monday, May 19, 2014

The Importance of Branding in Design. Establishing a clear and crisp identity is sometimes a challenge by businesses. Typically, you have under 30 seconds to attract your reader (via the web). Keeping your visitors engaged, delivering a strong brand identity and talking to them in right language are all essential elements if you are to win business. In this post we look at some of the things you can do to improve your branding.

Brands are all about identity, so if you have a strong and recognisable brand, then this needs to follow through in the design of your website. Branding is a critical part of your marketing strategy as part of a clear message about who you are and what you do, so if your website isn’t properly representing your brand, then you need to think about a redesign.

Creating a brand is about creating trust in your company, so for a website to support your brand message, then consistency is an important element in the design. Typography, colours, logo, style and visual images should remain consistent throughout your site, as repetition supports your identity and image. No matter how attractive an image or style, if it doesn’t fit, then it shouldn’t be used in your web design. However, it’s also important to bear in mind that beyond the visual representation of your brand, you also need to create emotional resonance. So it’s also important to look beyond the typography, colours and styling to the overall atmosphere, in other words, for how the website makes your visitor ‘feel.’ Ultimately, a coherent and consistent site that has a strong identity will create the types of emotions that make visitors want to buy into you.

At Wysi, we understand the importance of working with your brand. But if you’re struggling with image and identity, then our dedicated designers can create identities from scratch for use both on and offline.

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