Have you been ignoring brand building with your web design?
By designing a website for your brand, you have the opportunity to create a great first impression with your customers.
Your Website Design Speaks Volumes About Your Brand
Renowned author Cynthia Ozick once said, “Two things always remain irretrievable, time, and a first impression!”
In an ideal world, a visitor lands on your brand’s website. He finds it legit and gets impressed by the unique yet simple design of the website. He makes a quick decision to buy from your brand and goes on recommending it to his friends and family.
To make this happen in the real world, we need to put lots of effort and care into brand building with your website design.
A solid brand builds trust
Infusing branding strategies into the web design will indeed help develop trust among the users, but the question arises on how to nail this task?
A survey was conducted by some British researchers on ‘trust and mistrust on health websites,’ whose findings got published by the ACM digital library.
According to the survey, almost 94% of feedback on the first impression of participants was related to web design.
Factors such as layout, text, color, and complexity were highly noticed. On the other hand, websites with poor design caused mistrust in the participants.
That gives us a hint on what areas need our focus when we set out to design a brand’s website. Although the content, testimonials, offers, and advertising hold significant value, visual appeal is what it takes to hook the audience.
Data compiled by the experts from Stanford University showed that the average consumer paid far more attention to the visual cues of a site than to its content.
To get an edge over your competitors, try the following tips while you are designing your website:
Use Your Brand Colors Intentionally
Every time I enter Target, I feel unexplainable energy and excitement. Being able to shop is surely one of the reasons for these intense feelings, but the red color of Target has something to do with it as well.
Color psychology matters
Red represents warmth, energy, money, and life, which is why it is used by several hypermarkets and departmental stores in their branding.
Color psychology is definitely not a myth, and marketers and advertisers have been using it to evoke the feelings in us, which they intend for a brand’s recognition.
For instance, the color green is calm and represents health and nature. It is used by healthcare and environment-friendly brands. Blue depicts intelligence and responsibility, and numerous corporate brands use this color very frequently in all aspects to encourage client trust.
Colors help your audience recognize your brand by up to 80%.
Therefore, take your time and carefully select a color according to your niche. Choose an already known shade among brands in your niche, or target your customer’s mind via color psychology.
Use a Tone That Resonates With Your Audience
Simply put, a brand’s voice is something that will decide whether or not the audience will like and engage with you.
You need to look for a tone that is neither too salesy, nor seems strict, and authoritative. Adopt a tone that can be consistently used in your web copy, your content, emails, and advertisements.
Make sure you address your writing team on this point so that nothing gets published until it matches the usual tone.
Your audience takes comfort in the fact that their chosen brand solves their problem.
Even before they start using your product or service, they need reassurance. Your brand values reflecting through your content and images can do wonders to get you plenty of loyal customers.
Look how Tesco strikes a chord by showing its sustainability goals in the form of a compelling image and well put headers.
Use Unique Website Design Elements to Stand Out
Do you know what it takes to stand out from your competitors?
Include some unique branding aspects into your web design!
Firstly, plan out a strategy of adding exclusive elements keeping your product or service in mind. Remember, there is a whole lot of difference in branding a product or a service, so no one formula may fit all.
A few ideas of some uncommon but interesting elements are;
- original photographs instead of the stock images,
- a video on your homepage explaining your product/service,
- freebies, like an ebook,
- showcase your success by displaying metrics
A Noticeable, Easy to Remember Logo
While choosing a logo for your brand, always ask yourself a few questions, and honestly answer them.
What values represent my brand? How should the audience perceive my brand? What is the core difference between opponents and us?
Answers to these will help you select a professional logo design in a clear-headed way. Refrain from anything overcomplicated, or controversial. The simpler your logo is, the easier it will be for the viewers to recall it.
The logo is any brand’s identity, and when you place it strategically, it gets easily noticed. Either infuse it into page design via the navigation bar or place it in the top left corner of your webpage along with your tagline. See how Australian footwear brand KingGee has a simple yet easy to remember the logo, and a very basic yet impactful tagline.
Layout the web pages according to the page viewing patterns
The layout is the core ingredient of the web design. And though there are no hard and fast rules to follow in this regard, you need to keep the basic page viewing pattern studies in mind.
According to the findings of Nielsen Norman Group, audiences spend 80% of their time viewing the left half of the page as opposed to a mere 20% viewing the right half. It is therefore advised to keep your branding elements, and the most important content on the top left side of your web page.
Eye-tracking studies conducted by Google also reveal that people view a website in an F pattern. This will help you highlight the vital elements in this zone. The bottom left is also an area that gets attention, so place your CTA’s like sharing buttons in that region.
Carefully select the graphics
To make sure that your web design incorporates your brand, you have to make building your brand a part of the web design.
Jakob Nielson, the usability guru, suggests using large and crisp images in the web design based on his eye-tracking study. He further advises to use normal-looking people in advertisements and featured images rather than models, as they tend to get more attention from the viewers.
The correct use of imagery will help you with the graphic impact, which is an essential factor in branding. Avoid using blurred, small, and unnecessary images at all costs.
It is an accepted fact that branding and consistency go hand in hand. A chaotic approach with various discrepancies in color, design, font, or format won’t let you create harmony for the viewer, which in turn may repel him altogether.
Rather than shooing away people with inconsistent elements, create a smooth, blended design that will help them navigate your website effortlessly.
Use a single font for your headlines, and another one for the body. Choose a steady format for your content, and follow it on all the pages. Being cohesive with the design will help the visitor easily look for what he wants, as your format on each page is identical. Less confusion= better brand recognition!
Build Trust With Your Branded Website
The main reason brands are developed is to help build trust among the customers. Achieving the same via your website design is not very difficult.
How to build a trustworthy character? Create a content strategy that resonates with your brand identity.
Your content should be in sync with your brand voice, so avoid posting something which clashes with it. To build trust, show that you care for your customers and refrain from a rigid tone.
You also need to research well before publishing any content, as that will help you establish yourself as an expert in your niche. Do not shy away from offering advice and help for free. Make your customers believe that they are interacting with humans and not machines.
Summing it up
It all depends on how you lay the foundation, and following the tips mentioned above may help you do that efficiently
Ensure a relatable, fun experience for your clients so that they keep visiting your website. Consider visual appeal very crucial for building a brand. I assure you that by incorporating design elements from a branding point of view, you will surely succeed in outdoing your competitors.