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The Role of Aesthetics in the Making of a Brand


tracey - March 3, 2019 - 0 comments

In today’s competitive marketplace, aesthetic design is critical to the acceptance and success of a brand. As a marketer, getting the aesthetics of your brand right can help you address your consumers through a series of sensory experiences. It can also act as a way to promote customer satisfaction and guarantee brand loyalty.

Whether you’re selling a product or a service, your company’s logo, website, packaging and other brand expressions can ultimately determine its failure or success. As a result, more and more companies are allotting significant amounts of their marketing budgets to create and manage ideal brand aesthetics.

Use Aesthetics to Give Your Brand an Edge

The brands that do this successfully enjoy greater market preference and customer loyalty. Apple is a classic example of a company that has been able to command a premium thanks to the visual appeal of its products. Whether your brand is targeted at an upscale audience or has mass appeal, aesthetics play a crucial role in the way customers respond to it.

With the prevalence of digital media, branding has become more critical than ever. In addition to your storefront or packaging, your logo and tagline will need to look impactful in a number of other places. It is necessary to showcase your aesthetic on your website, digital activity, blog and social media profiles. Try to visualise how your current and potential customers will interact with your brand online and how you want them to think and feel when they come in to contact with you.

Choose the Right Visuals

The first step to creating aesthetic appeal is deciding what you want your brand to say, how do you want to connect.  Once you have your ideas in place, you can translate them into a consistent design aesthetic. When choosing elements like shapes and colour palette, keep the avenues where they will be showcased in mind. For instance, if you intend to have a lot of text on your website, it’s better to go with muted colours that are easier on the eye. When it comes to the size and placement of ads on social media, you’ll need to pay attention to design elements like edges and white space.

Test Your Design Elements before Launch

Keep in mind that unappealing aesthetics can convey negative messages about your brand. So before launching any new digital asset, e.g. a new website or blog do some research to establish if the aesthetics work. Test WIP versions of your brand collaterals with focus groups or trusted friends and colleagues to gauge reactions and get honest feedback. You can also get opinions on your branding through online forums and critique websites.

Final Thoughts

The aesthetics that you choose to embrace will dramatically influence how your audience perceives your brand. Taking steps to re-evaluate your overall visual appeal can enhance and make a huge impact on your existing position. While tastes can differ and people may have opposing views on what they like, the idea is to deliver your intended message consistently and to create connection in a visceral way. Establishing the perfect look and feel for your brand can take up a significant amount of time and effort. But it is well worth it since mastering the ideal aesthetic can act as a key catalyst to boost your brand’s growth potential.

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