How Does Brand Identity Tie Into a Great Website Design?

February 6, 2023

According to HubSpot, there are over 1.8 billion websites today. Every day, that number continues to grow. Making your website stand out is critical to increasing engagement and conversion rates. Today's businesses must ensure that their website design coordinates perfectly with their brand identity.


Colors Leave a Lasting Impression


Color palettes frequently display a brand's identity. For example, a serious software business may use colors that give the impression of being serious on its website, such as black and white, grey, or darker colors. However, a website for children and parents will want to appear fun, leading to the use of colors that are considered bright and fun, such as pink, purple, and yellow.


Brand Identity Should Be the Same on All Platforms


When considering what web design best suits a business, it's important to look at the rest of the brand's platforms. Content, font, and colors should be consistent across all platforms. This helps establish a brand's identity, leading to a loyal following. Businesses in the middle of designing their site must ensure that it coordinates well with existing platforms.


Imagery Ties Into Brand Identity


Images used on websites are often referred to as imagery. These are pictures used throughout the website, such as the cover photo, images in blogs, and even the author's photo. If the brand's identity is fun, you don't want serious pictures, such as photos of an office or an author that is not smiling. Likewise, if the business is modern and sophisticated, the imagery of people having fun at a party does not coordinate well with the brand identity. Everything must tie together flawlessly during website design.


Why Should Website Focus on Brand Identity?


The design of a website and brand identity tie together to create a following and establish a brand. When people interpret the brand as fun on social media but then see a serious website design, they're likelier to click away to another site. However, when a brand identity is cohesive on all platforms, loyal followers will stick around, purchase products, and be more engaged with the brand. This cohesion also helps set a brand apart from everyone else in the same market.


Ensuring brand identity is displayed perfectly through website design is challenging. It involves considering every single detail of the site's design, even the font. For more information about designing a website, contact us today

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