Does Your Web Design Match Your Brand Voice? – When we consider making a consistent “brand voice” for marketing purposes, we usually think of our direct communications: Our blogs, emails, or web copy. It’s easy to overlook that there’s another communication channel that needs the  similar devotion to your built up brand persona—your website design.

Communicating Through Web Designing

You don’t need to be a web designer to perceive how essential your website design is for communicating with your customers. It can even be progressively imperative from a specific  perspective. While web copy and published content speaks to your consumers directly, your website design influences your audience indirectly. Every design decision creates a psychological impact on your readers that’s hard to quantify but powerful all the same. But  this kind of subtle messaging needs to be consistent with your different materials and your brand voice overall. If it’s not, prospects close to the point of conversion may get disappointed about your mixed messaging.

Research published in Contemporary Research in E-Branding had some interesting things to say about this subject. Researchers found that when the user’s goals were compatible with the website’s design elements (such as navigation), users were more likely to experience “flow”—the creative state of absolute absorption in a task. From a UX design standpoint, achieving this flow is an ideal outcome.

So, how do you assess your web design to make ensure your brand voice is congruent with your other choices? We’ll be looking at four different elements.

Visual Hierarchy

Your visual hierarchy, as a quick refresher, includes the manner in which you structure and sort content on your page. The idea is that items of highest importance (headers, CTAs, etc.) will have the most visual weight, featuring the biggest font size or the boldest colors. These will be the main components that draw your readers’ eyes, and they should telegraph the most critical data about your organization. As you travel down the page, content becomes smaller and less prominent as it becomes less relevant.

Keep these important elements in mind as you build your website.

Read More AT – Uses Of CSS Fragmentation in web designing

Font Choice

Next, look at your font choice. This one’s a little more intuitive than visual hierarchy. A few text styles were designed to be flashy and artistic, while others were made to be progressively subdued and versatile. But whichever you pick, you’re telegraphing information to your viewers about your brand. This is easiest to see in specialty companies with distinguished markets and personas, such as jewelry retailers.

Balance and Spacing

While you’re at it, ensure your layout white space and overall balance supports your voice. While there’s some room for interpretation here,  most organizations need to strike a decent visual balance with their content—not too cluttered, and not too open.

Look at your brand’s voice and see which end of the spectrum makes more sense. Generally, sites focused on fun and entertainment can get by with progressively cluttered layouts, as users aren’t on a mission and won’t be frustrated if they can’t discover what they need. But if you have a site designed to attract and draw leads down a marketing funnel, you’ll do best with minimal layouts and simple navigation.

Don’t take spacing for granted! Research shows that using white space to balance your content effectively increases comprehension by 20 percent.

Color Choice

Color also plays a major role in how users perceive your site. It’s realized that color increases brand recognition by 80 percent; and when you think about how much information colors can telegraph to readers, it’s no surprise that it’s such a vital piece of brand recognition.

Research into the psychology of color design shows that  we attach strong emotional associations to each color on the spectrum. Blues are considered trustworthy, strong, and safe, which is the reason it’s a referred option for tech organizations like Dell and Facebook. Others, such as red, ignite passion and excitement, utilized by the likes of Coca-Cola, Target, and Netflix. There’s an incredible info graphic here that lists plenty of examples of this in action.

Clearly, you’re sending your viewers a message when you pick a specific color. You need to look at what your brand does and what kind of emotional connection you’re attempting to make, and leverage the colors that make sense for that persona. Try not to utilize soothing tones if you’re trying to get readers excited, and don’t pummel them with color if you’re trying to quiet them down.

Consistency In All Web Design

Consistency in messaging makes consistency in voice, and the messaging put forth by your website design is no exception. Look at the above issues and learn more about what subconscious information you’re giving to your readers. For the most ideal UX, these messages should be lined up with the direct communications you’re presenting. This is the best way to educate users  about your organization and help keep them connected as they explore your brand.

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