Love at First Sight? Why Your Brand Needs Visual Appeal

A riddle for you business owners: "It does not come first but, it may be the first encounter for your potential clients and your business", what is it? . . . .

It is your brand’s Visual Identity, and yes, of course, the blog title would have given it away but I hope that the riddle would help you recognize the importance of your brand’s visual identity. It is not a random selection of elements with the name of your brand beneath it.

Know Your Brand First

Firstly your brand has to be defined before it can be expressed visually.

When I say, "It doesn't come first", I am alluding to crafting a brand's visual identity. Firstly, the brand's vision, mission, target audience, tone and message have to be determined. A logo and, or other visual elements should embody various aspects of a brand. It isn't good enough to have a random slur of dashing colours, exciting fonts or whatever seems to be trendy. Colours, shapes, fonts and other design elements convey meaning. In other words, when designing a brand’s visual identity the communication goal has to be predetermined to aid the research and decisions in how a brand will be visually represented and presented to its intended audience.

It’s Your Silent Sales Associate

It might not be the deal maker but it is the conversation starter. It attracts your audience and initiates interest in working with your brand.

When I say, "It may be the first contact", I am referring to the impact that the logo and other visual elements have when communicating on behalf of the brand. Whichever marketing approach you take, whether traditional or non-traditional, these visual elements will represent you first. This could look like expressing what it is about or how it intends for potential clients to experience the brand when they interact with it, this may happen implicitly or explicitly.

A well-crafted visual identity does the initial communication for the brand and invokes interest in the potential client before contact with a brand representative.

Elements & Principles of Design

Just like combining different ingredients and using different preparation methods, it is the same with the principles and elements of design when crafting your brand image.

There are different elements and principles of design and the meanings they may convey are to be considered when designing a logo and other visual brand elements. Take colour for example, there is a whole theory and psychology of colour in marketing and specific colours are used to achieve certain outcomes in different audiences. The colour blue is a calming colour and invokes trust, so this colour will be commonly associated with banks. Another element such as shapes like a square conveys a rigid, clear, organised and structured experience.

Regarding design principles, some are emphasis, repetition, and movement, to name a few. Movement for example can be implemented by arranging visual elements to lead the human eyes gradually to different areas of a design controlling the media consumers’ experience.

With communication at the foundation, Keyplay Productions develops logos, print collateral and other brand visuals. We are the ideal partners to bring a brand to life by crafting, revamping or rebranding your business’s visual identity.

Let's craft your brand's unforgettable identity, attract your ideal clients and convey your message with clarity for impact.