Visual branding is all about creating a brand identity. A brand identity is composed of different visual elements. In this article we discuss All You Need to Know About Visual Branding.
Branding is a word that is thrown around in the business world, and many people don’t realize the time, effort, and money that goes into building a brand identity. Your brand identity is a representation of your organization.
Do you ever wonder what makes a brand stand out from the rest? How does your audience perceive your brand? What impression do they have of the organization by interacting with your brand?
All of these questions highlight the importance of visual branding. Visual information includes the visual elements of your brand, such as logo, graphics, and images. Visuals are the first thing a customer sees before digging into your website.
Our brains are designed to process visual information faster than text. It’s one of the reasons why any interaction with a brand means creating a lasting impression. As a brand, it’s your first touchpoint with the customer.
Building a strong connection with your audience through your visuals is essential. It’s the first step in gaining their trust and converting them into customers.
To create a strong visual brand, consistency is essential. As an organization, it’s your responsibility to know who your audience is, what your target market is, and if the visuals go well with your target market.
The Elements of a Visual Brand
Your first interaction with your audience creates a lasting impression. Make sure it’s a good one. Incorporate these essential visual elements into your brand identity to attract customers.
Let’s look at the elements that make up a brand identity.
Logo and Brand Mark
A unique logo is essential for every company. Nike, Adidas, McDonald’s, and KFC are some examples of powerful logos. These companies no longer need a short description to describe their business and their products. Their logo is their unique identity. Because people process visual imagery faster than texts, it’s easier to remember marks and logos.
The logo you create should instantly remind your customers and prospects immediately of your organization. It should have an emotional appeal to it that creates an instant connection with the people.
The more people see your logo, the more recognition your brand will receive. The purpose of visual branding is to build a positive perception of your organization. No matter how simple and plain a logo appears, the thought process behind creating it is refined several times.
Every company needs a unique logo to stand out from the rest. Visual identity is the foundation of your brand.
Colors are powerful. They have a unique way of appealing to people. Colors help personify a brand. Every color you see on a logo is meant to trigger some sort of mood, some kind of emotion within the audience.
Every color is different in intensity, mood, and message. Do you wonder why competing teams in any competition have to wear different colors? That’s mainly because colors and color combinations help in differentiating you from your competitors.
In branding and marketing, especially, color psychology is actively followed to create lasting impressions on consumers. A customer’s intent to purchase anything is strongly impacted by their perception of your brand and colors, and plays a huge role in brand perception.
The colors you use for your logo builds the personality of that particular brand. To decide which color palette to go for, you can ask yourself these two questions.
- What personality do I want to create for my brand?
- How do colors help me in portraying that personality?
Choosing the right colors for your brand is important to trigger a response from people.
Typography and Fonts
Like every visual element involved in creating your visual identity, fonts play an important role as well in supporting your brand’s personality.
The tone and voice of your brand are set by the style and shape of the font you use. There are hundreds of choices when it comes to picking a font. Unlike colors, it’s important to stick to one type of font to ensure consistency.
The font or the font combination you choose for your brand communicates a different mood for every information.
Here are three things you need to make sure your selected font should be
- Unique and unforgettable
- Able to communicate the brand’s personality on every platform
Some fonts are classic and modern such as Serif and Sans-serif fonts, while some are artistic and trendy such as Script fonts. The typography element will add exclusivity to your brand.
Imagery and Graphics
Images and graphics, when used correctly, help in forming a strong visual association with the brand itself. To portray the right personality of the brand, any images or graphics you use should be aligned carefully with other elements. The right graphics and images shape a brand’s image.
Every graphic element you add has the power to attract the audience, such as icons, infographics, or color schemes, create a visual language that draws the attention of the audience.
Patterns and Texture
The texture, patterns, and colors of the design completely transform the look and feel of the graphic. The texture and pattern you choose, along with the color palette and fonts, help to deliver the right message about the brand’s personality.
- Make sure your visual branding strategy stands out from your competition. While your strategy and branding is unique, the impact your brand creates is compelling as well
- Make sure your brand personality triggers an emotional response. Visual branding should contribute to your brand personality.
- Be consistent with visual branding elements. This is one way to make sure your audience recognizes your brand instantly.
When creating a brand identity, it’s important to remember you’re creating an experience for your customers as well. Your visual brand should be polished and cohesive but also trustworthy and credible.
It’s the first touchpoint your audience interacts with, so make sure you leave the best impression. It is best to trust affordable web and app developers to add engaging elements to your brand.
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Tabish Khalid is a Senior Digital Marketing Executive for Applify Labs, a web and app design company headquartered in West Palm Beach, Florida. He enjoys years-long expertise in digital marketing, social media management, search engine optimization, and more. He loves writing about technologies.