Menu
A company’s brand identity is how it presents itself to the outside world, and visual branding plays the most vital role in making the identity recognisable. When used consistently, visual elements can influence consumer minds by creating a cohesive image of the brand and its values, such as dependability, speed, trustworthiness, innovation, etc.
Visual branding becomes even more critical in digital marketing as most consumers look online and feel validated by their choices. Your brand visuals get only a few milliseconds to leave a mark on their minds. How you create a unique visual experience can make or break your brand identity. Hence, all brand talk is futile if the imagery isn’t eye-catching. In the expanding visual-hungry generation of consumers, your picture needs to speak a million words!
Visual cues are critical because they influence our perceptions. Think about a black apple, a blue ‘f’, a swoosh or a red ‘M’. What instantly pops into our minds are the big brands associated with these logos and colours. We are familiar with these big names because of the uniqueness of their visuals and the reiteration of the same elements every time we approach the brand.
Some essential visual elements are the logo design, fonts, colour, imagery, and layout. However, these elements must come together to successfully deliver the brand’s intention and thus leave a lasting impression.
Let’s delve into how various visual elements influence consumer minds:
It’s the first thing people see. The logo creates the first impression of your brand.
Logos reflect your company’s image and should be eye-catching and original. Having said that, the process involved in logo design is complicated as the image must convey the emotion targeted by your brand. Whether simplistic or artistic, the logo design needs a lot of thought as the picture should stand out from the crowd and tell who it belongs to.
2. Typography: Crafting Visual Narratives
When it comes to creative designing, every font has its own characteristics and evokes different emotions. For example, serif fonts exude a classical impression, while sans-serif, modernist fonts convey professionalism and simplicity. Whatever your choice, it is imperative to use it consistently in all your communication mediums.
3. colour: The Psychology of Visual Branding
Colours have a profound impact on the consumer psyche. Colours have cultural references and trigger different feelings in consumers’ minds. For example:
While creating your visual elements, choose 3 to 4 unique complementary colors that other brands haven’t used. Employ this palette in designing your logo, lettering, website, and every communication. Your colour palette will be imprinted in the minds of your consumers when used consistently at every touchpoint. Thus, when they look at those colours, they will recall your brand.
With more and more people preferring visuals over texts, images have a vital role in a brand’s communication with consumers. Images reinforce and complement the logo and color palette, adding to the impact created by your written content and message. At the same time, your images should convey the same feeling that the text, logo, and brand personality wish to present. This cohesiveness is the key to ingraining your brand in the minds of your consumers.
5. Layout: Bringing Visual Branding Together
In an online world, your website is your shopfront. The layout, colour palette, typography, images, and logo converge here like jigsaw pieces to create the bigger picture of your brand identity. Choosing a clutter-free and attractive website design is key to driving sales online. Moreover, add visual elements to your digital footprint at every customer touchpoint, such as social media, personalised emails, and client interactions.
Yugen understands the nuances of various visual elements while presenting your brand to the world. To creatively bank on these tools of visual branding and creative designing, connect with us, and unlock the true potential of your business. Contact us at +91 9527538700 to know how.
Updated: Dec 8, 2021