Why is it important to maintain consistent visual communication?
In this article, you will learn why, when creating content for digital communication, we focus primarily on content that is usable across communication channels and what the principles of unified communication towards the customer are.
First, we will look at the principles of unifying your brand. Your brand speaks for you before you think it does; here are 5 basic building blocks of every brand:
Brand assets
Logos: The cornerstone of brand identity, which describes in detail the usage, size, and spacing.
Images: Defines the style and mood of photographs, illustrations, and graphics.
Icons: Consistent styles of icons contribute to a cohesive look and feel.
Color palette
Primary and secondary colors should complement each other and should be used consistently across all media.
Typography
Typography, which is a critical aspect of branding, affects readability and perception of the brand. Poor typography choices can significantly impact user experience and brand image. Inappropriate font and layout choices can lead to misunderstandings and diminish the effectiveness of communication.
Layout
Ensures the alignment of content and consistency across different platforms.
Tone of voice
The style of brand communication should be consistent in both written and visual content.
To create an effective “image” of your brand, start with a thorough brand audit to understand its current perception and identify areas that need alignment. Collaborate with stakeholders and define the core values of the brand and personality traits that should be reflected in design elements. Simply put, define the brand's personality, and the tone, imagery, and interaction style will follow accordingly.
Now let’s take a look at the actual content.
Unified content
Builds trust in the brand
In brand building, the most important aspect is the customer's trust in the brand itself. Based on this trust, we can establish a base of customers who will be loyal to the brand and, ideally, will become brand ambassadors for their surroundings. Therefore, it is crucial for the brand to communicate consistently across communication channels, allowing us to convey information that the customer will trust.
Prevents communication noise
In cases of fragmented communication towards customers, it often happens that customers need to verify the information provided to them. We should strive to avoid this step in communication. We do not claim that it is not good to verify information, but we must not confuse our customers and serve them a “maze of information.” The basic motto of communication - KISS (Keep it short and simple). Stick to it in communication and communicate consistently.
LOOKS GOOD
The simplest for last. Consistent communication and visuals just look good. You can surely recall brands that impress you with their communication. It stems from the fact that they communicate consistently across channels, and their communication is interconnected. Each communication channel has its place and clear role in the overall mix. Let’s use the potential of each channel to the fullest.
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