How Does Your Client See and Feel Your Visual Identity? Share: Total Idea Date Published 31 March 2021 Categories Blog Reading Time 4-Minute Read Before you start reading this text, let’s imagine 5 visual identities of brands that first come to your mind. Before you start reading this post, let’s imagine 5 visual identities of brands that first come to your mind. Did you do it? Did you like the visuals that first came to your mind or you were surprised? Do you use these brand’s products? It is possible you are not using it and it just has popped up in your mind unconsciously? Why did we ask you to do that? To realize it is not easy to answer a question like how does your client see and feel your visual identity? Partly the answer may be concrete and clear and partly it is something that we are not conscious about. This is the reason we will try to answer these questions from different perspectives and angles, by answering frequently asked questions about visual identity. Those are the questions we get from our clients at the Total Idea community and we’ve realized it may be useful and important to have a post structured in this way. Why is visual identity important? As you‘ve seen with this exercise you remember the visual identity of a brand for a particular reason. The reason is that it shows uniqueness and values that the audience can relate to. The new thing that happens is not just remembering visuals, but emotionally being attached to them. Images are a strong and powerful communication system as they speak to us on an unconscious level, which is why they become more convincing. This is the main reason why visual identity is so important. Whatever word you say, the visual element is the first thing to come to someone’s mind. What are the main components of visual identity? Logo – as a visual represents a business and all other graphic symbols also tell the story of a brand visual identity. Fonts and typography – selected or created for a brand and used consistently across all communication channels. Colour – It is important to know the psychology of colour behind it and the way it will influence your customers. Photography or illustration – custom-made to build the whole visual identity story together with other components. When listing these elements, the hardest thing is to look behind every aspect and to find out how they will communicate your brand values to your customers. How do you build a visual identity system? Choose a colour palette following the rules of psychology. Pick the right typography, you may use two complementary fonts. Define your system of images and illustrations. Create a brand book or branding guide you will always use as an aid. What makes a good visual identity? A good visual identity means people will notice you and remember you. But from the marketing and branding point of view, a good visual identity must be flexible. What does it mean? It must grow with your brand, as you launch a new product, service or new market. A visual identity is not just about the visuals, it is a tool to communicate your brand values and personality. Why are the brand and visual identity important to customers? Let’s go back to the beginning when we asked yout to imagine 5 visual identities that first came to your mind. There is an answer to this question. Customers will remember a strong brand identity with a clear and memorable name and logo. After they experience your brand and are satisfied with it, this logo and name will always be an association with pleasant feelings and experience. If you need any advice or help with building your visual identity don’t hesitate to contact our agency.