Visual Identity: Why Is It Important?

Visual Identity

In short, Visual Identity refers to how we are able to shape the perception of our audience concerning our brand. When we talk about Visual Identity, we’re talking about the first impression that a customer will have when exposed to our brand. What makes the brand stand out from others in the market?

When we talk about Visual Identity, we’re looking into graphics, colors, images, typography, and how it is different from other brands. We’re not just looking at the logo but also at the interior design of the shop or office associated with the brand. 

Why Is Visual Identity So Important?

Visuals help in generating emotions from a customer. It helps to craft the identity of the brand and reinforce the story and image of your brand. Moreover, you are able to inform potential customers about what your brand is about and its different products and/or services. Overall, a good visual identity helps in making customers connect to the brand. 

First, you want to think of your mission statement and the values of your brand. You should also consider your buyer’s persona as well as the style in which you plan to communicate with your audience. It is so important to understand what your brand is all about as this is what will help you in shaping the visual identity.

You want to understand different elements of graphics and how they are perceived. We’re talking about fonts and colors. Some fonts can be regarded as very classic and old-fashioned while others have a modern feel to them. In the case of color, some are considered to be very cool while other colors can convey feelings such as anger, passion or modernity.

Your story for the brand is an important element. When we talk about a story, we’re talking about what will help customers connect with your brand. Showcase a story where you talk about the customer’s pain points, how no other brands are fixing the issue and how your brand is here to solve their problem.

Keep it simple by passing on one message at a time. This will help in avoiding confusion and make it easy for customers to understand what your brand is all about. Focus on what’s the most important thing.

Create your brand’s guidelines to stay consistent. There’s a lot that can be said or conveyed about a brand. If you’re not careful, you can create a lot of confusion in your audience’s mind. This is why it’s important to work on your brand’s guidelines.

Think of the different mediums or formats you will use for your visual identity. You want to create a visual identity that can be used for different purposes: logos, uniforms, business cards, websites, products, etc. This will help to make your brand look more appealing and legitimate to your audience.