The Power of Visuals in Establishing Brand Awareness
Creating Brand Awareness Through Design
Brand awareness refers to the extent to which customers are able to recall or recognize a brand. There are countless ways a brand can emphasize awareness through visuals.
But we will cover the big ones: a company logo, brand colors, typography, and marketing. On your mark…
This element is the most important piece of the visual puzzle. It drives the entire identity and helps form the other parts of the brand. When people think of a company the first thing that comes to mind is the logo because it is essentially putting a face to a name. And the more familiar we are to a logo the more memorable. Let’s test this theory: from memory, try to draw out the logo for these 5 companies: Apple, Starbucks, Pepsi, FedEx, Chanel. When you’re finished, check your work! My results can be seen at the bottom of this blog. Check out the full study of “Branded in Memory.”
As you might come to realize, it’s easier than you might think to recreate a mark from memory. This is because our brain is wired to remember and recognize shapes and colors and how they relate to each other. The most important thing a company can do to boost their brand awareness is to invest in a clean, simple, and professional logo design.
The Power of Colors
When people look at different colors there is an innate psychological effect. Color is where a customer’s first impression lies. The color pertains to the company logo but can also shape the entire brand story. Selecting the wrong colors for a brand can have devastating repercussions. The pursuit of the right colors can lead to more engagement and more conversions for a business. Each color has a specific meaning that is universally recognized. Remember this list as you look at companies and their business goals. Most of the time their colors co-inside with how they want to be perceived by the public.
Blue – Blue is an extremely positive color; invoking trust, security, and responsibility. It can also be associated with serenity and creativity. If a company is looking to instill trust in the public’s mind, they will most likely choose blue as a primary brand color.
Red – Red infers energy and power. It can also be associated with passion and love. Usually companies who want to be viewed as fast will choose red as their color.
Green – This color is associated with nature and in turn with health. It’s very calming and is usually used by companies in the eco-friendly space.
Yellow – Yellow is used for vibrancy and can be very motivating. Price tags and clearance tags are in yellow to motivate people to buy.
Purple – Purple is known as a royal color and is associated with sophistication and nostalgia. Companies selling a premier product such as jewelry will likely use a purple.
Orange – Orange has been related to cheerfulness and friendliness. This color is used with many brands that work with or promote to children.
Brown – This color is known to be simple and stable. It is also seen to be down to earth and grounded. UPS has used this color to successfully promote their reliability to get packages delivered effectively.
Black – Black is seen as a serious and classic color. The exclusivity of the color make it perfect for companies looking to sell very expensive and premium product or services.
White – This color, when used correctly, shows purity and cleanliness.
Just like color, typography will affect the way a brand is perceived. There are millions of typefaces in the world however the most successful brands will select a simple font with good readability and a slight characteristic. The style of a font can drastically change perception. A sans serif font will evoke a more modern feeling while a serif font will be seen as traditional and trust-worthy. Now before we move on, let’s address the Helvetica in the room.
Helvetica is THE MOST readable font in the world. And if you’re thinking you’ve never seen it before, think again. Every street sign uses Helvetica because of its high x-height. This is the height at which the lowercase letters reach in its alphabet. A font with a great x-height will be very readable. Readability is one of the most important parts of a logo and brand.
It’s no wonder all of these companies use Helvetica:
Are you still reading?
I can keep going
I will keep going
The North Face
Okay, you get it.
How can a company have any brand awareness if no one knows about them? That’s where marketing come into play. After the logo’s been perfected, the colors and typefaces have been selected it’s time to be seen. Marketing comes in many different forms. Whether it be inbound marketing, traditional marketing, or even guerrilla marketing (no animals were harmed in the creation of this blog), keeping the brand consistent across all verticals of sales and marketing is pivotal. The more people see a consistent brand, the more they will recognize it and remember it.
Marketing is truly where the brand will fly high. The visuals we’ve talked about will be present and the voice of the brand will also come out. As mentioned, there are many different things that make up a successful brand. With all these verticals in mind, a company can create a highly effective marketing strategy. And when the strategy is also in line with the brand, people start to recognize the brand, remember it, and convert to it. That’s what brand awareness it all about.
If you’re unsure where to start with your marketing efforts, download our free Marketing 101 Checklist. Oh yea, here are my logos from memory: