How to effectively transmit brand identity in website design?
Since the birth of the World Wide Web(WWW) in 1989, website design technology has been constantly updated. To implement their marketing campaigns, marketers can use HTML (Hypertext Markup Language), Cascading Style Sheets (CSS), and other coding languages. In 2022, the term ‘website’ is no longer new, but marketers still have unlimited potential to explore. This blog will discuss how to effectively communicate the critical marketing theory of “brand identity” on the website through some creative cases.
What Is Brand Identity?
Brand identity refers to all the visual aspects people can associate with a brand, such as a logo, color, layout, etc. It can influence consumers’ brand experience and thus affect and change consumers’ perceptions and attitudes towards the brand. A strong brand identity can leave a lasting impression on the targeted audience, which is highly critical in the contemporary era where we are experiencing information overload and proliferation.
The following are some of the essential elements that directly reflect the identity of your brand:
- Logo and Typography
- Color scheme and Shape
- Slogan, Title, and Text
- Typical Products or Services (maybe in the form of photographs or graphics)
Why is Website Design Significant to Brand Identity?
In the age of social media, instant interactivity is a powerful feature; what else does the website bring to marketers? Information on the website is not fragmented as those on social media. It is organized and continues to be an integral part of the digital platform that presents brand identity.
For some businesses, especially those without offline brick-and-mortar stores and those providing some digital products and services, a mature website system is essential. The website provides a unified collection of visual elements associated with each other, enhancing the whole brand identity. Besides, websites are informative. A consistent form of information links can help users find the information they want.
In 2022, access to the website has been made cross-platform. From desktops, laptops, tablets, and cell phones, website design can adapt to different pixels and proportions of pages. The code evolution also enables a more creative website presentation, such as responsive web pages with HTML 5 support and diverse animations.
3 Tips to Polish Your Website Design and Enhance Your Brand Identity
- Choose the main color that represents business and select several sub-colors.
Color is the most immediate reflection of a brand’s personality: luxury brands are dominated by the colors of black, white, and gold; Coca-Cola and Pepsi form a red and blue contrast; Organic food often uses green to represent health. However, just one color does not always fit the whole design situation. It is wise to prepare two or three sub-colors that look harmonious with the primary colors. It requires a specific understanding of color schemes.
- Images are a critical source of information.
Images on a website may give users more information than large paragraphs of text. In the age of the Web, users tend to read in fragments. Users can get information through pictures and may not have the patience to read texts in depth. Different images have different functions. Background images should be pure. Large-sized images should be closely associated with the logo. The designer should accord the arrangement of small images with design principles.
- Refer to Some Design Websites, but DON’T COPY.
Some design sites provide a wealth of inspiration and help improve the functionality and composition of the site, such as Designspiration, Pinterest, Awwwards. You can search for inspiration on these sites, but don’t copy. The consequences of plagiarism are not only for the website, but also damage the brand image and implicate the reduction of revenues. One way to avoid plagiarism is to incorporate more than five sites as an inspiration, rather than focusing on just one example.
