You may have ticked off all the visual elements required to complete a visual identity, but are they telling your company’s story in a way that creates awareness, loyalty and excitement?
Or are potential leads visiting your page, but leaving within a few seconds because they do not connect with your branding, or worse, cannot trust your business?
It's all about the Visuals
When consumers interact with brands, they are exposed to various visual stimuli such as: Symbols, colours, shapes, typefaces and other brand image elements.
If your visual identity is struggling with the factors below, potential leads are most likely going to exit your page, and not benefit from the value you have to offer.
1) Not legible
I would be out of fingers if I had to count how many times I see businesses choose fonts that are extremely tough to read. Especially script fonts (the ones that look like someone's handwriting). Sure they look 'personal' but more people are struggling to read what the text says rather than focus on the content.
2) Not Scalabe
A scalable logo needs to remain legible at any size—whether it is printed on a tiny business card or on a billboard. A lot of times brands have logo variations that are fit for different formats e.g landscape or portrait spaces. Pro tip: Try keeping your logo as simple as possible. Including too much detail in your logo will be difficult to scale down to a small size.
3) Blurry and Low Resolution
Have you ever visited a website, and been put off by a blurry logo? I'm talking about those logos that look like a .jpeg has been downloaded and stretched out. You're probably wondering, did this business even hire a professional logo designer or did they use a free logo-generator?!
Or even the other way round, the logo is perfect, but the images on the website are low-res and automatically create a bad first impression. Why? Low resolution and poor quality/squashed or even stretched images make people doubt the quality of the brand. If a business does not make an effort to present a positive first impression, how can customers trust they provide valuable services or products?
4) Using unrealistic images
I'm talking about websites littered with cheesy, exaggerated images of "cheery staff talking on headsets" and "men in suits shaking hands in front of a dazzling skyline." It's 2021, most deals today are closed over a zoom call, meeting rooms or a coffee shop.
The issue with these stock images is that your visitors have seen them almost everywhere, which results in little to no differentiation between you and your competitors. Customers today are smart and aren't blind to the fact that these aren't the real faces behind your company.
If you want to create an honest portrayal of your company, make an investment in professional photographs. Or use stock images that are candid, and casual.
At the end of the day, humans are visual creatures. We make judgements based on what we see almost immediately on a conscious or subconscious level, and your business visuals play a huge part that determines if potential leads can trust you at a glance.
Want to check if you have a visual identity that builds trust online? Reach us at www.identitybyshirls.com/contact.