An intro to web accessibility: building a digital world for everyone
Discover accessible web design, its impact on users and its business benefits. From WCAG 2.2 to key accessibility features, here’s an intro to inclusive sites.Read More »
Craig Greenup 26/02/22, 11:13
When it comes to branding, it is best to imagine your website as a physical storefront. This is where your site users will gain their first impression of your business and you need to make sure you are not falling short of their expectations.
Just like a brick-and-mortar shop, your website needs to convey the right message to your target audience, giving them all the reasons they need to hang around and engage with your brand and products. Because first impressions really are everything, special attention should be paid to your branding on every page.
One of the most important but often overlooked considerations when building a brand is consistency. People love knowing what to expect, so by keeping your branding consistent you are providing your users with an additional layer of reassurance and confidence in your brand. Inconsistent branding leads to lower levels of confidence because it can be jarring.
That’s not to say you can’t give your most important pages their own unique flavour, only that the differences need to be logical and within the realms of expectation. For example, using the same colour scheme, animation style, and tone of voice across your pages ties everything together even if your pages are distinct from each other in overall feel.
There was a popular design trend a few years ago to incorporate overly elaborate branding as a means of standing out, but this very quickly had the opposite effect. Today, your target audience is less concerned with bells and whistles and more with authenticity as a means of grabbing their attention.
What that looks like in terms of branding is a company that practices what it preaches, and is approachable and relatable. For example, if your branding is eco-driven, industry leading, family oriented, or unique in some way you need to make sure your brand story backs this up and conveys your message clearly.
Our lives are complicated, so it’s no surprise that we crave simplicity wherever we can find it. Experienced web designers know that simple messages are more likely to engage your audience, providing them with the clean, elegant solutions they are looking for online. Additionally, simple yet effective branding fosters feelings of trust between a brand and its customers and makes for a more satisfying experience.
Fewer words and a more refined colour scheme make it easier for visitors to find what they are looking for as it takes less effort to absorb the content, so avoid designs with high colour and light variations. Some of the top global brands have harnessed the power of simplicity for their own websites, including Google, Apple, Netflix, and Tesla.
By making clarity a conscious design choice it’s possible to create websites that are truly user friendly, offering something that your customers actually want from their online experiences. A simple, clear and well defined brand goes a long way to building a strong online reputation and expanding your reach and influence within the market.