We’re all told to never judge a book by its cover. The problem is that that is exactly something we all tend to do. Human beings form an initial opinion in a matter of seconds, meanwhile it takes considerably more time to change an impression that has already been formed.
Your brand is the personal, emotional tie between you and your clients. Good design shows what you stand for and your company values. It enhances how you communicate with your audience. What do you want people to feel when they think of your brand? Our emotions are evoked by the choice of colours, typefaces and styling a brand uses. As consumers, we associate blue with trust and stability, green with health, red with urgency, pink with femininity and yellow with optimism. We associate serif fonts with elegance and tradition, sans serif with friendliness, minimalism and modernity. It’s important to choose design which conveys the correct feelings you wish to invoke.
Know your audience
Good design is subjective. You need to know your audience to understand what branding will appeal to them. If you’re a luxury company you will likely want a corporate identity which conveys affluence and if you’re an outdoors company, you will likely want an identity which conveys adventure. The message changes according to your target audience and it is important that the message is consistent throughout your marketing materials. Presentation and perception can make or break a business so it’s important to represent yourself in the best possible way and maintain a consistent voice that makes your brand easily identifiable.
Is a logo really so important?
A logo is the first thing someone will see, hence why it’s so important that it makes the right impression. A business which undervalues the importance of design may end up with a logo which is uninspired, outdated, generic or poorly designed, leaving people with a negative image of your brand. Meanwhile, a great logo can give you a competitive edge in a world that forms instant impressions.
You want your logo to:
- reflect your brand identity
- create brand recognition
- look professional
- inspire trust
If you want people to invest in your brand, you have to be prepared to invest in it too. Good design is so important because it is your brand’s voice and you’ll never get a second chance to make a good first impression.