6 Traits of an Inspiring Brand Website
Building an online brand is essential for captivating customers and inspiring them to purchase your products and services. What is a brand exactly? You could think of it as a symbol. A symbol is a representation of an idea that is created via design. It represents a lot of aspects of your company’s identity and offerings.
In order to create this abstract construct or symbol, you need to understand the power of design elements such as imagery, text, sound, color and form. With the right brand design, you can win customers and improve public opinion.
Good branding is accomplished in a number of ways. Here are 6 attributes of exceptional brand websites that you can use as inspiration to create your own brand.
It’s essential to understand the defining concepts of what your company is offering to customers. Does your website’s design and branding convey these ideas about who you are and what you offer? One way to make your brand come alive is to utilize living representations such as people’s faces or even pets that impart personality traits that fit your brand. For example, your logo could incorporate an image of a puppy to inspire a sense of loyalty or affection.
2. Color Schemes
Choosing the right colors for your brand and web design is more than just finding a look that is attractive. The colors that you choose will evoke specific emotions. People also associate certain colors with specific product categories, so it’s important to use colors that resonate with customers’ expectations and ideas. For example, if you want to convey a sense of environmental responsibility, green will inspire people to perceive your brand in this way.
3. The Value Proposition
Visitors need to know that your brand is worth their time, so you need to demonstrate this immediately when a landing page appears on the screen. An effective way to accomplish this is to create a value statement that explains what the visitor can gain by becoming a customer. This value proposition should ideally be placed at the top next to the company logo so that it is associated with the brand identity of the company. It could be a catchy slogan, or it could be a short statement that explains a few points about how people benefit from the brand.
4. Evoke Emotion
Humans are emotional creatures, therefore emotion always comes into play when a person decides whether to purchase or move on. When designing the aesthetics of a website, it’s more important to consider the emotions you want to convey than to follow the latest design trends and flashy technical elements.
5. Continuity of Design
For a web design to look appealing and have a good sense of flow, the design elements need to follow a continuity of design. Use repetition of color palette schemes and repeat graphic elements in a consistent way that looks balanced and not too busy. Visitors should be able to focus on the message without being distracted by visual elements that stand out or are out of place with the overall design.
6. Set the Best Tone
When creating a sense of your brand identity, the tone of your message needs to fit the personality of your company. Language and word choices are important as is voice perspective. Some companies want a more personal approach, so they will refer to themselves as “we” or “I.” Other companies that want to be more technical or convey an expert image will use a formal third-person voice. This plays into the concept of emotion and why people decide to become customers. What you say is important, but how you say it can have an even bigger impact.