The Secret Power of Visual Design for Digital Branding:
11 January 2021
By: Seyha Chan
Visual Design becomes increasingly important for digital marketing to enrich brand awareness; meanwhile, people’s attention span is shortening since they are exposed to various products and brands every day. Generally, humans are more likely to remember only the fascinating and unique brand with creative and memorable concepts. Therefore, it is very crucial to utilize the visual brand identity for enhancing brand recognition and capturing the audience’s attention, by including and inspiring your brand story, key message, and so on. To generate a powerful visual design for a brand, a business is more likely to adopt the strategies of visual components.
1. Select a Consistent Color Palette
Generally speaking, color is the heart of the visual brand identity so that whenever your audiences have a glance at it, they will exactly be able to identify and think of your brand. Thus, the color of the text, image, and design must be continuously consistent and identifiable. You can use only one to three colors, yet you must highlight a key main color so that viewers remember your brand’s color. However, it is very exceptional for Google, which works well with its four colors.
More importantly, you are encouraged to consider the psychological concept of color that is rationally related to your audience and is shown in your emotion, personality, and brand story. Color psychology is based on feelings and emotions rather than facts. For example, Green expresses health and safety.
2. Select a Font Style That Matches Your Brand Personality
Font style will represent your brand personality and if you run a light-hearted business, you should choose a font that makes your brand look chilled and chic. In contrast, for a serious business, it is highly recommended to use a professional font style, which can represent how trustworthy and powerful your brand is.
3. Select the Right Image that Reflects Your Brand
The image can tell viewers about who you are without saying and texting because it can help viewers easily understand the brand’s purpose and value. In graphic art techniques, there are two types of images—denotative and connotative images. A denotative image is a picture that simply represents what the brand is about and it doesn’t show any deeper meaning beyond what you see.
A connotative image is a picture that suggests a feeling or idea of an object or thing and it indirectly makes you think of a specific brand and guide you to understand its deeper meaning. In graphic design, normally designers are very enthusiastic to provoke active thinking so they try to give viewers more information and provide broader context, by telling a story and making a connection to deeper meaning more than what you see.
4. Use Symbolic to Represent Your Brand
Visual techniques can be used to message calls on the use of metaphors and similes. This is a wonderful way of using an expression by comparing one thing with another. However, using symbolism sometimes, your audience might get confused whenever the concept is unclear and too complicated.
5. Think of the Layout Matches Your Brand
Some people might think that having a logo, color palette, typography, and image can be called it a day. However, it is just the beginning of the visual design concept. To make your visual design outstanding and memorable, you need to come up with an excellent concept of design layout, by mixing everything you have together and bringing your brand to life.
In the art of graphic design, it is also very vital to consider the composition in your design carefully and composition is an indispensable way of mixing all the elements into the visual design because it helps guide viewers’ eyes to a specific point or generate a visual flow from top to bottom. There are several techniques of composition such as the rule of thirds, focal point, and the visual path to send the message to the audience.