Professional looking branding design can help paint a great picture in the mind of your audience. Unprofessional looking branding design however, can have a very negative impact on your product or service, regardless of how great it is. We want you to put your best foot forward when presenting your business to the world! Use these tips for branding design when considering how to market to your audience!
So what is visual branding design?
Branding design aims to establish a significant and unique presence in the market that attracts and retains your target audience. This process mainly involves creating unique imagery for a product or service that will resonate within the mind of the consumer, mainly through marketing and advertising campaigns that have a consistent theme.
Once you have your brand basics established, you can have these elements tied across all your advertising media to create a very professional and polished look to present to your audience. This can be in the form of a logo design, business cards and other printed media, social media posts, your website, and your signage just to name a few. This is our area of expertise and we LOVE talking about professional looking branding and how it affects and speaks to your target audience.
The psychology behind the design.
People are swayed by the psychology of visual branding design daily without even realizing it. They may have a specific colour that comes to mind when they think of their favourite soda, or a particular logo when it comes to their favourite running shoe. When it comes to visual branding, it’s important to know that colours, fonts, and images, all play an integral role in influencing your audience. Knowing this, and how each element can positively (or negatively) work together when paired with each other, and your visual brand, is the key to presenting your best foot forward. We hope these tips will help guide you on the path to great branding design considerations.
Know your audience.
The first step in attracting the right audience is to know who they are and where they can be found. This can help you figure out what they may visually anticipate from your product or service. This will also help you determine where to present your brand. For example, which social platform(s) they are likely to use, which radio station they may listen to, along with other advertising platforms they may be utilizing.
What does your audience anticipate?
It’s important to know that when it comes to branding design, your audience may already envision a particular style font, certain colours, and also imagery when it comes to your product or service offering. For example, they may already envision a lawyers office will have a formal style font, with toned down colours and imagery that may contain weigh scales or books. They may also assume that a daycare will have a more playful and colourful font and style, with imagery of toys or alphabet blocks. That’s not to say all will, but years of psychological influence from past marketing campaigns has now created this pre-determined association within their minds of what to anticipate.
Images and your message
Imagery is highly effective when it comes to promoting associations. Your brain gives an almost instant association in relation to certain images. This is why imagery is so important when used in branding. Using images that are too far out of the norm of what they expect, can leave them scratching their heads. To eliminate confusion and extra time explaining your image choice, always try and think like your target audience. What would you anticipate if you were the potential client? Then back this up by a second, or third, opinion before you move forward with your design.
What style restaurant would you use these for?…
Formatting your message
Formatting may be a no brainer for most, but it’s definitely worth a mention. It carries a heavier weight of professionalism (& judgement) in the business world and can affect your audience’s interpretation of your message. Be sure to use the appropriate “case” (UPPER CASE, Title Case, lower case, and Sentence case) and always be consistent throughout your message. If you use a particular size and style font for the heading and another for a paragraph of text, be sure to carry that consistency throughout your entire message. Be sure to review your “alignment”, such as center, left, right, and full justification. And ask yourself (or an honest friend) if your message has the right tone and professionalism needed when read by your audience.
Font tips for branding design
Aside from formatting, you want to choose fonts with care as well. There are numerous fonts to choose from when designing your work. You would be amazed at how powerful they can be, when paired with your message…
Among the numerous font styles to choose from, we’ll explain 4 common styles we often see; Serif, sans-serif, script, and display. Each style lends to a unique and impressionable style. Below are examples of font styles;
- A Serif Style Font; respectable, professional, traditional, and comforting. Examples would be Baskerville & Goudy Font
- San-Serif Style Font; Sleek, Clean, Formal, Modern. Examples: Montserrat & Open Sans
- Script style font; these can seem elegant, playful, friendly, fun, etc. Examples would be Pacifico and Dancing Script.
- Display style fonts; these are highly influiential and can really lend to font “mood”. They can be expressive, stylish, elegant, or informal, depending on which you choose. Some examples would be: Lobster Two & Playball.
When choosing your fonts, consider your audience as well as your profession. If you target audience consists of seniors for example, you may want to use a font that is very easy to read. The font size is also important for vision impairment, so a slightly larger font size may be a better option.
Colour tips for branding design
Colour is one of the first things our brains perceive from a brand design. It has a strong effect on the senses used to form memory. Therefore, you’re more likely to remember something if it’s presented in colour. Colours can influence mood, and they can also feel warm or cold. Colour pairing is also a factor of influence. They can be paired with the wrong colour combination and look unpleasant to the eye, or even seem to vibrate or be hard to look at, if the colours are conflicting. The right colour and combinations however, can win an audience and create an association within their mind when it comes to your product or service.
Colour tone can also have a huge impact on your intended message. Even with 20/20 vision, a low contrasting tone is difficult to read. So you can imagine its impact on the visually impaired. Be sure to use bold, contrasting fonts when placing text on top of images or background colours. Be consistent with your brand colour and keep the colour code of your brand handy for when creating new designs.
Want more info?
Now that you’ve covered all the basic’s, it’s time to dig in and put some thought into who you’re targeting, what message you want your audience to receive, and what influential elements you want to use within your visual branding design. For more information on branding design, feel free to contact us here. You can also follow us on Facebook or Instagram to see our latest designs and other helpful posts or catch us on LinkedIn. Hopefully this was helpful and we look forward to sharing more tips with you throughout the year!