Your Design Must Reflect Your Brand’s Identity

February 11, 2015


Before their eyes have even glazed over the content on your website. Before they have found out specifically what your business does. Before any of this happens, your visitors have taken in something else entirely: the immediate look and tone of your web design.

Half of every website’s visitors will choose to stay on your page or go elsewhere within just a matter of seconds. Therefore, your site needs to immediately tell them exactly what you you do. This is achieved by a website design that instantaneously and effectively communicates the values of your business. One that reflects its unique brand identity. The instant knee-jerk reaction that a visitor has about your site is a powerful one. It can also be a lasting one.


What is your website’s brand identity?

Every successful business has its own identity that enforces who they are and what they do – fun, professional, classy, etc. Having an identity of your own is essential to running a business that stands out from the crowd. It allows you to distinguish yourself from your competitors; especially if you are one of many similar websites in your industry. It also helps to enforce an emotional connection to your site so that your visitors remember you.

To use the UK supermarkets Aldi and Lidl as examples, both have managed to become major players in their industry because of a realignment in their brand identities. They have combated the idea that they are cheap, substandard brands and re-established themselves as a quality names regardless of their low costs.


How can your web design help to achieve this?

There are many components to establishing a good brand identity with your website. Having a social media presence and accurate content writing that are appropriate to your site are, for instance, both invaluable. However, it is the website’s design that leaves the most immediate impact on a visitor.

good website design for your brand doesn’t just need to look stylish. It needs to be a design that embodies the very essence of what you want your audience (whoever you determine them to be in creating your brand identity) to feel when they visit your page. From the the moment the site opens, they should understand your brand and exactly what makes you exceptional. This identity should also remain consistent throughout your whole website.

Great design should always get the colour scheme right. An appropriate palette enforces the image your brand is trying to convey. Bright colours, for instance, suit websites that are appropriate for children while clear and neutral colours agree with wedding businesses. Good photography is also essential. First-rate photographs make a site look professional while the majority of inexpensive stock photos will cheapen your brand. Most of all, figure out your message and goals as soon as possible. Your homepage should be built to communicate this message in as clear and concise a way you can.

Take a look at a gallery of our work that demonstrates our understanding of brand identity and the aforementioned ways that one can express it through their website.

This article was written by . Dan is the Co-founder & Director at Pixus.

Dan has over 10 years experience working with web designers and developers, creating a wide range of projects both large and small.


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