A design is what builds the identity of every brand by combining all the tangible elements that determine an accurate representation of how a brand is perceived. The logo, packaging, business stationery, marketing collaterals, web design, social media all form a part of the brand design. Before you start creating the design assets you need to start from the ground and choose your basic elements.
Aspects of Brand Design
A UI design focuses on anticipating what a user might need to do and ensure that the interface has elements that are easy to access, understand and perform those actions. UI is a combination of interaction design, visual design and information architecture. UI is part art and science – the art makes it look good and science makes it work.
When it comes to branding, the UI design is to set up your brand identity to a larger target audience. Every brand should display a user interface that fully reflects their elements and core values along with the story to create an amazing user experience. Whether it’s a website or app, it is important to find a right balance between the functions and features of the brand you are promoting through the UI.
While creating the UI, there are a number of elements that go into it like:
- Input Controls: buttons, text fields, checkboxes, radio buttons, dropdown lists, list boxes, toggles, date field
- Navigational Components: breadcrumb, slider, search field, pagination, slider, tags, icons
- Informational Components: tooltips, icons, progress bar, notifications, message boxes, modal windows
- Containers: accordion
While making the UI for your brand, consider the core practices and take it as a base for designing the interface. Some of the best principles are:
- Keep the interface simple & clear: The best interface is the one that is invisible to the user and yet makes it simple and clear to him about where he is and what he needs to do and what not.
- Make it consistent throughout: Use as common elements as possible and keep a consistent color theme, alignment, navigation with a strong visual hierarchy to make the user feel at home.
- Familiarity and flexibility: Use of particular texts, icons, and navigation buttons make things further familiar to use. A UI design also should look good in all situations across all devices and resolutions.
- Use structured page layout: Consider the spatial relationship between items on the page as it can help to draw the attention of the user to the most important information and increase readability.
- Update regularly: Keep a regular check on fixing bugs and adding new features in order to enhance the design.
User experience design with respect to branding is the process of creating and integrating products that provide a meaningful experience to the users. This involves the design of the entire process of design including the aspects of branding, design, usability, and function.
Products that provide great user experience are not designed with only the product consumption or use in mind but in the entirety of the process of acquiring, owning and even troubleshooting it. Similarly, the UX design should also not focus on creating usability but the entire experience such as efficiency, pleasure, and fun too.
A combined and firm understanding of branding and user experience starts with knowing in-depth both the brand and the users. Understanding the brand promise, attributes and prototype help to have informed interactions on the site. Understanding the users helps us make sure that the interactions and features will be valuable, useful and usable.
Most UX is done on three simple steps: Why, What and How.
‘Why’ involves the user motivations for adopting a product plus the values and views associated with the ownership and use of the product.
‘Why’ addresses the things people can do with a product in terms of functionality.
‘How’ relates to the design of functionality in an accessible and aesthetically pleasant way.
The end goal for the above three steps ends in one – ‘Usability’, a must condition to survive on the internet.
Environmental branding is the best touch point to tell a story, spark emotional connection and give an elevated experience to your customers. It is an important element of workplace innovation, where streamlined workflows, smart collaboration and simplified circulation improve creativity, decision-making and efficiency.
There are many types of environmental branding through the power of environmental branding, you can leverage the place to drive in business.
- Retail: To be able to reflect brand value to visitors and internal employees.
- Workspace: To create a strong brand impact on the clients, employees, investors, vendors, etc. also helps in creating a better employee experience which results in work productivity and employee satisfaction.
- Hotel and restaurant: To give your customer the best experience.
Whether you’re a corporate office, a restaurant or retail store – clients, customers and employees should experience your brand through in-store interior design and well-planned experiences.
Environmental branding also called space branding, allows you more opportunities to connect with your customers. While creating you space branding strategy, you should pay attention to ensure that every nook and corner of your space relates to your brand direction to utilise every other opportunity to communicate about the brand. An environmental branding campaign can enliven a brand that previously did not connect with customers or employees.
A good packaging is close to the hearts of the company as well as the company. It is not only for the aesthetic feel but also to ensure its sturdiness while transportation to prevent any kind of damage to the product.
Packaging might be done through a sticker, box or bottle but it is what separates you from the rest. Following are the main objectives of product package design:
- Brand identification
- Communicate information, both descriptive and persuasive.
- Ensure safe transportation
- Act as five-second commercial, at the point of purchase
It is the first point of contact of your customer with the product. While creating the strategy of packaging, it is must to reflect the brand personality through it.
For every product package design, there are certain purpose and function that are considered.
- Awareness: Make the customer aware of the presence of the brand. If you are able to capture even a short attention of the shopper, it is good enough to add to your brand recall.
- Attraction: It is important for marketers to ensure to catch the attention of the intended consumer to communicate the essence of the brand.
- Information: Packaging should also contain information about the ingredients and nutritional value in the product. This helps to sell the product because it allows potential customers to obtain the necessary information they need to make a purchase decision.
- Function: Product packaging not only protects the product during transit from the manufacturer to the retailer, but it also prevents damage while the product sits on retail shelves.
- Differentiation: The product packaging contains company names, logos, and the colour scheme of the company, it helps consumers to identify the product as it sits among the products on store shelves.
Product packaging goes a long way in the success of any product. Presentation matters a lot, especially when the competition is huge and your customer expectations are high.
An effective brand marketing material is an important part of your company’s communication strategy and future. Besides, it is also used to communicate important information to channel partners about a company’s products or services.
A meticulously designed marketing Collateral a great way to communicate your brand specific message to your target audience. Marketing collaterals can include anything from a follow-up mailer, whitepaper, newsletter, power point presentations, web blogs, brochures, electronic displays and more.
There are mainly two types of marketing collateral – traditional and modern. Traditional marketing collaterals include flyers, standees, banners, business cards, etc. Modern marketing collaterals includes blog posts, e- guides, case studies, whitepapers etc.