Branding design
Branding design is a process aimed at identifying and enhancing brand recognition. It involves associating forms, colors, typography, and other elements with the personality of the brand – and consistently using them. Its purpose is to ensure that potential customers and clients immediately remember the product, service, and brand upon seeing the brand elements.
On average, a person needs 5-7 impressions from a particular brand to remember it later. The first impression is formed in just 7 seconds. Moreover, 59% of consumers prefer to buy from familiar brands.
The 10 Commandments of Branding Design:
1. Approach branding as part of the communication process.
Branding is a form of communication. When designing branding, our task is to express ourselves as clearly as possible (visually). We must make everything subservient to conveying the desired message to the target audience.
2. Understand the brand’s audience.
As it is a form of communication, we must clarify who the message recipients are. In this regard, let’s clarify the brand guidelines. A common mistake during design is that the client’s needs prevail over the target audience’s needs.
3. The client can choose from 2-3 directions.
As both an executor and a client, it is useful to have multiple alternatives. If we outline 2-3 variations, one reflecting the client’s desires and the others tailored to the target audience, we have a better chance of convincing the client that the target group’s needs should be paramount. A common practice is that the third option approaches the problem from a completely unexpected perspective compared to the first two.
4. Keep the color palette as simple as possible.
It’s worth reducing the number of main colors to 2-3. It is even better if they match the colors defined in the brand guidelines or style guide. Simple color usage helps understanding, recognition, and improves unity.
Using unique colors increases the likelihood of people recognizing the brand by 80%.
The source of the mentioned statistics is here.
5. Avoid using clashing colors.
When placed next to each other, some colors create a vibrating effect. This happens when two colors are so contrasting that their boundaries create a sense of movement in the human brain. It’s an understandable rule even for laymen to place colors next to each other that don’t strain the eyes. Canva Color Wheel can help a lot in selecting the right colors.
6. Don’t hesitate to use white space.
Headlines and supporting texts shouldn’t overlap, and graphic elements shouldn’t crowd each other. There should be enough white space between each element.
7. Maintain a visual hierarchy supporting the main message.
The essence of visual hierarchy is to ensure that the designated key message reaches the target audience. The most important information is highlighted, while the secondary ones are less prominent.
8. Use simple, readable fonts (max. 2 different ones).
Well-chosen fonts are extremely important. They also serve the clarity of the message. Avoid mixing fonts; it is advisable to use a maximum of 2 different fonts. The use of handwriting-style fonts is not recommended for readability and clarity.
9. The logo should be recognizable at any size.
The logo is a widely used element – when designing, we must consider where it will be used. Therefore, it should be recognizable even when greatly reduced! Check out the logos we designed here.
10. Grammar, spelling, punctuation!
One of the most important cornerstones of communication, understanding, and credibility is spelling. Texts with too many misspellings, spelling, and stylistic errors not only do not help but also significantly reduce conversion rates. Let’s try to avoid such mistakes.
Branding design is a strategic process that involves careful planning and attention to detail. It encompasses various aspects such as online and offline appearances, product packaging, and all communication materials.
Effective branding design is essential for building a strong brand identity and establishing a memorable presence. With the right combination of forms, colors, typography, and other elements, a brand can create a lasting impression on potential customers. Research shows that people need multiple impressions of a brand to remember it, and the first impression is formed in just 7 seconds. Investing in branding design can lead to increased brand recognition and customer loyalty.
Discover the power of effective branding design and elevate your brand to new heights with APK Web Solutions! Check out our portfolio here.