Benefits Of Having A Well-Defined Visual Identity For Your Brand?
Visual Identity: Among the advantages, we can mention the brand’s recognition by its target audience and society. As a result, this requires fewer expenses on the company’s part with institutional advertising and recurring actions to promote products/services.
Another interesting point is that, by consolidating itself publicly in a market, the brand becomes a reference (in terms of price, quality, customer service, etc.) within it.
Therefore, this increases the relationship of trust of the consumer and, consequently, helps to retain them more efficiently. To top it off, this allows you to build and establish a long-term reputation that will be present not just for one but for several generations.
What Are The Main Mistakes When Creating A Visual Identity?
It is impossible to approach visual identity by explaining its importance and importance. It is necessary to point out which main mistakes professionals who produce this type of work and, in particular, companies that demand a well-represented brand make when defining it. So stay tuned!
Excess Of Colors
On the other hand, if the identity looks like a collection of shades, the effect achieved will be negative. It will not be rare to find people who will feel uncomfortable and uncomfortable due to visual pollution.
Lack Of Clarity
Another common misconception is when the brand symbol or logo carries too much information. Rather than being more minimalistic for better and faster audience memorization, they are rich in detail — compositions, layers, effects, image layout, frequently changing text, etc.
In addition to the misuse of colors and the lack of clarity in the visual identity, there is another severe problem: visual ambiguity. That is when the symbols present in the brand identity can be interpreted differently than the company’s objective.
For example, there is a symbol of a flower shop that should be exclusively a flower. However, the illustration also directly or indirectly resembles food. This makes it completely impossible to identify her with the company.
After all, if the symbol is isolated without the logo, the public will likely think of a thousand and one brand instead of bluntly mentioning yours. The situation becomes even more severe when this ambiguity can lead to associations of a political, religious, or sexual connotation. So, pay extra attention!
Another relevant issue is the applicability of visual identity in real everyday situations. That is what it looks like when:
- is inserted in an advertisement (online and physical);
- is shown on a company uniform;
- comes printed on a package.
All of this is relevant as it counts towards the brand recognition process. It is inevitable when the responsible professional does not test the prototype of the visual identity. At one of these points, there will be a problem with the presentation of it.
Soon, what should be a connection between the public and the company will become a source of uncertainty. In some cases, even worse: identification with another brand.
How To Create A Memorable Visual Identity?
In this last topic, we have reserved some tips to help you plan a visual identity and develop it. Stay tuned step by step to get inspired and help better position brands in the market!
Have Your Company Values Well Established
First of all, have your company values well established. So that, further on, the visual identity does not conflict or become out of context. For example, what the organization stands for, believes in, and stands for. That’s where branding comes in and all the knowledge and strategies it provides about brand positioning.
Find The Right Tone Of Voice For Your Brand
The tone of voice of the brand’s communication must be reflected in the visual identity. For example, is the consumer public young and requires a more informal, light, and relaxed interaction? So identity cannot be severe and robust. Everything needs to be connected.
Know Who Your Audience Is
Know who your audience is, what characteristics define it, and their preferences. Surveys and data collection, both face-to-face and virtual, help significantly in this. After all, this information makes it easier to trace elements capable of making them feel heard, valued, and represented.
From there, you can incorporate them into your visual identity, especially in its symbol, which is a detail that allows greater use of creativity.
Set A Design Style To Follow
The brand symbol design style should be well planned. This is necessary for a simple reason: there are countless companies around the world.
Therefore, your identity needs to be as authorial as possible so that it does not bring a generic result, too simplistic, or worse: easily accused of plagiarism.
Be Objective In Your Visual Identity
Visual identity can be creative, artistic, modern, and even innovative. All these aspects are more than welcome. However, always focus on her goal: To make your brand recognizable in any context in which it appears.
It is important not to cross the line of excess to achieve this result. For example, we are using two or more symbols in the identity. The ideal is to keep only one character and one logo. Going beyond that is a problem.
Evaluate The Color Palette
The sixth tip is to evaluate the color palette nicely. And here, we are not just talking about the number of tones used, but the meanings they bring. Therefore, it is essential to study and delve into the concept of color psychology, which addresses how they affect mood, emotions, and human behavior.