How does web-design influence branding?
Website redesign is something that most businesses need. Their motivation is to improve the user interface and enhance their current image. But there is one thing that entrepreneurs don’t realize: What impact can the web have on their brand?
More than often, re design ends up worse than their older version. At best, it’s just the equivalent of the old web in a new guise. Why do entrepreneurs make these costly mistakes? Because they focus primarily on one goal, but not on the whole strategy.
For example, some businesses want to add in SEO or add a new logo. Inherently, they don’t make any change that the customer feels in the moment.
When re-designing an entire website, it is necessary to re-evaluate all features and not just focus on one issue that will not change anything in the end.
1. One big goulash
Traditionally, one company ordered each service individually. You had an SEO agency, a second one that handled responsiveness. In the digital age, this no longer works.
Web design is not only about aesthetics
Hiring various agencies to carry out various tasks often ends in failure. Aligning all the goals efficiently and in a timely manner need a great deal of organization.
2. Content is important
We want to increase traffic to the website. Design can be more than helpful in achieving this. Studies show that users visit your website based on the content they are shown. To give you an idea, a site with too many ads, slow loading times, poorly worded text or simply bad design will not attract your customers.
But, the problems don’t end there. Content is something that users look at as well. A website must be full of quality content and also have visual value.
Content is an integral part of a website to attract new customers. Good design combined with key content can turn one visitor into a regular.
3. Focus on identity
When you’re coming up with a design, it goes without saying that you need to choose elements that will make your site presentable. To give you an idea, let’s look at the colours. By choosing the right one, you determine what people’s impressions and feelings will be.
At its core, paint does more than that. It can trigger different emotions. If you don’t believe it just type “Color Psychology” into google. Colour psychology is the field that studies the impact of colours on people and their emotions and thoughts.
For example, the color red increases blood pressure and pulse. As a result, it is associated with energy, passion, danger and excitement. You need to choose your main colors. If you haven’t chosen one yet, it’s time to choose the one that defines you the most.
Colours play a key role in identity design and are also important for the website itself. Why? Google’s search algorithm judges what colours your website is. So your website needs the same colours as your identity.
This is true for all graphic elements from logos to images. Even your content or font choice should be consistent with what you use for digital marketing in the online space.
4. Conversions
Not so long ago, entrepreneurs lived under the assumption that the web had no impact on conversions. Since this has been disproven and the website has a direct impact on increasing conversions, it is extremely important to take care of its features and design.
There are 3 key elements to consider namely:
- Colour scheme
- Call-to-action (CLT button)
- Navigation
As I mentioned earlier, color has an inherent impact on human emotions and thoughts. You can even compare the color to the traffic of your chosen unique page. Your navigation needs to be excellent so that you can direct the customer where you want them to click. Then we add a call-to-action element that must be distinct and compelling. We use A/B testing methods to define where the button is best placed.
5. Nature
Your design must reflect the character of your brand. When we talk about character, we think about personality. Having a personalised brand helps communicate what your brand is actually about and what it creates.
One example is Volvo, which places the utmost importance on safety and reliability. Visit their website and the first thing you’ll learn about is how safe their cars are. Everything with their pictures to the overall visuals shows that they are not playing at anything and are very serious about what innovations in safety they offer.
The character of the brand is as important as the personality of the people who use the product or service. This means that you define your target audience and know who will buy your product. At Volvo, they are family-oriented people who want only the best for their family.
Your site needs to communicate this aspect because if you don’t, you can’t sell the message you want your customers to remember. This is most important if you are just about to start a business and nobody knows about you yet.
It is also true for large corporations that they have to constantly maintain their brand awareness. When they deviate from established practices and make confusing adjustments, it can lead to the demise of their business.
Your website needs qualities that your users want to connect with.
About Nefkus
Nefkus is a unique multidisciplinary studio with a strict eye for detail. We produce websites of all sizes and budgets.
Our goal is to make sites that stand out from the crowd. We achieve this by carefully constructing the perfect experience in everything we do. We like a challenge and are not put off by a complicated product or business model.