What Does Your Brand's Design Say About You?
Spin Creative • January 22, 2021
Brands use a variety of tools to craft and push messages to consumers. Customer personas help you tailor messages to a particular audience. Your brand voice gives personality to your content. But one thing sends messages without actually saying anything at all: design.
Great design helps customers come to conclusions about your brand even before they read the text on your website or see one of your ads. The combination of design elements you choose sends a message all on their own—and these messages are often the ones that stick with customers over time.
Think about some of the most iconic brands you know. Each has crafted a personality that’s supported through its design. Your brand’s design should be just as thoughtfully and intentionally assembled to provide a seamless experience and a consistent message.
There are numerous design elements that impact a brand’s identity:
• Colors:
Color
is often used to convey certain emotions or ideas. Bright yellow is a positive, happy and hopeful color to many, while black can symbolize luxury, sophistication and power. A statement color can also become a signature aspect of your brand identity (think Coca-Cola red). Choosing the right colors is critical across all aspects of design, from your logo to your ad color schemes.
• Typography:
The design of the lettering you use across your website, logo and ads—called the typeface—also sends powerful, unspoken messages. Although there are many standard fonts that can work for a variety of brands, signature typography can make your brand stand out and convey specific things to customers. For example, a rounded, looping typeface is much more appropriate for a playful brand with a younger audience, while a bold typeface in a large size might fit better with a brand focused on power or speed.
• Shapes:
Even the small details you incorporate into your brand’s design, like lines and shapes, make a difference in the identity you’re crafting. Squiggly lines and rounded shapes send very different messages than squares and straight lines do. Certain shapes, like triangles or hearts, might also have inherent messages of their own.
• Logos:
Your brand’s logo is likely where most of your design attention has gone to, and for good reason. Logos are key identifiers for brands. While not exactly a design element itself, the many design elements your logo combines
creates a cohesive message that represents who your brand is and what you stand for.
If your brand is in the process of developing its identity, pay special attention to the design choices you make. Ask yourself questions about how customers should feel about your brand. Conduct thorough research to ensure that each design element sends the right messages for your intended audience. Then, infuse those design choices throughout your brand assets.
Everything from your website to your print and video ads to your packaging to your business cards should use similar elements to produce a cohesive design.
If your brand is already established, it’s never too late to conduct an audit of your brand identity to make sure it’s consistent and in line with your brand’s goals. You might discover that your brand identity could be strengthened with more a cohesive or entirely new design!
Need help developing the design elements for your brand identity? Spin Creative is here to help. Say hello!
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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
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