Your brand’s personality should reflect your mission, vision, and values. Here is how to accomplish it through high-quality web design.
How Can You Make Your Company’s Personality Shine Through?
Today’s online marketplace is more competitive than ever. Consumers can scroll through query options in a matter of seconds, and they make a decision about your brand within a few more. Making a good first impression is essential for enticing prospects, converting leads, and gaining loyal customers.
Your website is the digital face of your company, and the first encounter most customers have with it. Your web design should reflect your brand’s personality, mission, and values. Here is how to do it:
Consider Your Logo Design
Your logo is the first representation of your brand’s outward appearance. It says who you are, the values you hold, and how you present yourself both online and off. As such, your logo design merits careful consideration and a fair amount of brainstorming on your part. Even if you outsource your logo creation to a graphic designer, your company should be actively involved in the process.
Your brand logo design is equal parts science and art. If you want to appeal to millennials, for example, you might choose brighter colors and designs that communicate a socially conscious or playful image. Conservative brands catering to older generations, on the other hand, might choose fonts, colors, and designs that speak to their conservatism. Your logo will reflect your brand’s personality both online and off, so it is worth hiring a designer to help you communicate these ideas.
Decide On Your Web Page Design
There are several elements that go into your web page design, and each one should reflect your brand’s values, mission, and personality. The beginning stages of web design may require some introspection on your part: What are you, as a brand, trying to communicate? Who is your target audience? What values drive your brand’s business? How do you want your customers to see you?
Once you have the answers to these questions, you can begin to formulate a plan for a high-quality web design. A professional website design company can also help you through this process and determine the most appropriate choices for your company’s online presence. The following can help communicate your brand’s personality and communicate your values to customers:
Your website’s color scheme communicates more about your brand than you think. As you design your website, think about the appropriateness of your design choices and whether they reflect your brand’s style and values. Color psychology is not an exact science, but it does help communicate your brand’s mission in a subtle way. Green, for example, reflects good health or environmentalism, so it is the perfect choice for health-conscious brands. Yellow communicates optimism and energy, while neutral grey is calm and conservative.
Your website does not need to be monochromatic but sticks to a simple color scheme. Overloading your website with colors can overwhelm your users and make your website less intuitive – a simple formula for increasing your website bounce rate.
The font is just as important as color when it comes to communicating your brand’s mission and vision. There are two main types of font: serif, which has little “feet” on the typeface (think Times New Roman). Sans serif fonts, on the other hand, tend to be more minimalist and less script-like. Sans serif fonts tend to communicate with modernism, while serif fonts communicate a sense of formality and authority. There is an appropriate place for both types of fonts; sans-serif fonts may fit well in headings and titles, while serif fonts may work well to communicate authority in the body text.
Contemplate The Tone Of Your Copy Writing
Just as font and color reflect your brand’s personality, the tone of your writing throughout your website will tell your customers what kind of company you are. Choosing the tone of your copywriting requires thinking about your target audience. If your demographic is younger, consider communicating your ideas in a playful or irreverent tone. Humor can be an effective way to draw in younger consumers if it is appropriate for your business.
If you’re in a serious or conservative business or cater to older generations, your tone should reflect this, as well. Keep your tone serious and authoritative. In some cases, even a lofty tone might be appropriate. The tone of your website echoes through every aspect of your website marketing, and that includes your content. Keep your branding consistent throughout your website – in other words, decide on what tone you’ll use for your copywriting and stick to it.
Use Photography Wisely
We all know that a picture is worth 1000 words. Clichés like these often exist for good reason – people readily identify with images, and they communicate that your brand has people working behind it. When customers visit your website, they want to know the answers to a few fundamental questions: Who are these people? Can I trust them? Would I want to do business with these people?
In the online sphere, we don’t meet everyone we do business with, but images and an “About Us” page make it seem like we could. Your “About Us” page is an opportunity to make a good impression and show your company has trustworthy and likable people on staff. A personal bond can go a long way in communicating both authenticity and professionalism – so include photographs and bios of your staff on your website. It’s the digital equivalent of a friendly face greeting you as you walk through the door of a business.
Make Navigation And Organization Tweaks
Lastly, don’t underestimate the importance of your website’s organization and navigability. Part of what makes a website intuitive and attractive to the eye is being able to browse it seamlessly. If it’s too confusing to access important information on your site, prospective visitors are more likely to navigate away and find their answers elsewhere – with a competitor, for example.
How can you make your website easier to navigate? This is where professional website design comes in. A web design company can help you create a website that follows current best practices and will make your website easier to use. They can use analytics to address things like load time, bounce rate, navigation, and more. Making simple adjustments can go a long way in making your website more intuitive, and hence more attractive to your customers. Usability and aesthetic design go hand-in-hand.
Consistent Branding Matters
As you consider how to design a website, think about important aspects like font, color, and photos, as well as your website’s usability and function. Each of these will dictate your brand’s personality and the message you want to communicate to your current and potential customers. Making these decisions will require some introspection, including answering important questions about your brand’s target demographic and ideals. Remember, your branding should remain consistent across all aspects of your web design. A professional e-commerce web designer can help you create a website that accurately reflects your brand’s personality.
About the Author: Nicola Yap lives in Phoenix, Arizona with her two cats and works as an organic marketing strategist at Eminent SEO, a high-quality web design company that helps web-based companies handle their digital marketing plans, web design and development, and digital marketing strategies. If you’re unsure about your niche, your market, or what type of content would be most beneficial to your blog, Eminent SEO can help.