Web design is much more than what users actually see. It has a significant impact on many aspects of your business because an online presence is one of the most important things for any brand. If you maintain consistency in your web design and branding, you’ll be able to keep your users happy, getting awesome results.
Consistency allows your users to feel familiar with your brand and your website. It also makes it easier for you to create a distinctive personality for your brand. Consistency requires you to pay attention to the conceptualization phase of your website, as well as to its design.
When talking about design associated with both online and real-world presence, it’s important to understand that your brand message, logos, fonts, and colors should be consistent not only on your website but also on your brick-and-mortar location, as well. The more consistent your brand, the easier it gets to build trust because people search for experiences they can rely on. Therefore, consistency is not only about visual elements but also about ensuring comfortable interaction with your brand and your website, in particular.
Brand Consistency: Definition and Importance
Brand consistency includes all your patterns of expression that affect people’s opinion about your brand. The overall consistency of your brand depends on the consistency of your messaging, offerings, and design. In the digital age, creating web content is an easy task. Ideas quickly evolve from a concept to a complete product, and there’s no surprise that many brands fail to check their content for consistency. Your brand shouldn’t allow for a variety of interpretations. A brand personality that changes all the time won’t build trust or feel reliable.
Given the key role of the internet in everyone’s life, consistency becomes especially important in web design. First of all, you should make sure that the basic layout elements, such as navigation icons and images, are in the same place on all of your pages. This way, your users won’t need to waste their time trying to figure out how to use your website but will engage with the content. Inconsistent websites make visitors lose their interest.
In addition, consistent design can save costs. When you have a consistent layout, your website developers can work with a few re-usable templates. Therefore, your website becomes not only easy to use but also easy to develop, saving a lot of effort and therefore being cheaper. First of all, you should make sure that your website has a consistent color scheme, especially when it comes to logos and the background.
Reasons Why You Should Be Consistent:
The most important thing is to establish a clear connection between your brand’s name, message, and logo. Such a connection can work wonders. It even helps when a brand’s name has nothing to do with the actual product — for example, nobody would associate a red bull with a beverage. Reinforcing the connection between different branding elements, you will make it look completely natural for your visitors. In addition, consistent branding demonstrates that you care about the details, making your brand more trustworthy.
Although beautiful colors and logos are important for making your brand visually attractive, it’s also important to think of your brand’s message and its contribution to building a strong brand image. Most often, brands use websites to demonstrate their advantages and to explain why they are the best. On the one hand, it’s good if you demonstrate your awards and expertise in your field. On the other hand, you shouldn’t forget about the needs of your potential customers. Use messaging to explain how you can help them.
UI and UX design have many aspects but the main thing most designers want to achieve is a sense of convenience and predictability with users. Let’s consider such a simple element as a button. Your buttons should not only look recognizable and clickable, but they also should look the same on all your pages. This way, users will quickly get used to your website, enjoying a seamless experience with no distractions.
Consistency is also very important when it comes to communicating information. Users won’t be able to find the necessary information if it’s located in random places. You should also be careful with using bold fonts and italics. Writing something in bold or italics is an easy way to attract attention, so make sure that such information is of the same level of importance.
Another way to highlight certain information is to use a larger font. However, we recommend that you use this method carefully. If you have too many headers and subheaders, your visitors will certainly feel confused.
The consistent design also means creating a logical flow. For example, if you place a 500-pixel image at the center of a page and follow it with a 60-word description, the best choice will be to do the same with the next image. Your visitors will quickly pick up on this rhythm. It will make your content easy to read and to comprehend.
Consistency makes users feel familiar with your website and your brand. It helps in building trust and creating a reliable brand personality. Consistent web design also serves a number of practical purposes, making your website cost-effective and more convenient for users.
Berta Melder is a branding expert and content strategist for Masterra. She also manages the company's internal training activities on branding. Also, Berta takes online courses for additional career development opportunities as a data visualisation specialist. Follow her on Twitter. View all posts by Berta Melder
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