By: Dominic Grapentien
In today’s competitive market, having a well-developed aesthetic is essential for a company’s success. Aesthetics play a major role in how brands shape their identity and consumer perception. They do this through color psychology, typography, and design trends.
Color psychology is one of the most powerful tools in branding. Different colors evoke different emotions; a couple of examples include red for urgency and passion, blue for trust and calmness, and green for health and sustainability. These colors help brands associate themselves with their intended values and target audiences. However, the meaning of colors can change depending on the geographical location of the consumer. Brands must consider cultural context when they craft their look, so they avoid any miscommunication.
Typography adds another layer to the brand’s personality. A few examples include sans-serif fonts for a modern and clear look, and script fonts to convey the intended emotion. Design trends unify all these different aspects together to create a strong, flowing appeal across brand platforms. This helps consumers instantly identify a brand based on the company’s unique look and feel.
Additionally, brands should be consistent with their looks, because consistency builds trust. From website design to packaging, all colors, fonts, and images should be the same, because this will reinforce the brand’s reputation and reliability. By taking the necessary steps to create a cohesive visual language, they are able to communicate the essence of their company while fostering a good, clear connection with their buyers. This connection with consumers will boost both engagement and sales within the company.
Brands That Have Strong Aesthetics
Chanel:
- Color: Black and white, representing elegance and luxury
- Typography: Classic serif font to convey sophistication
- Design Trend: Emphasizes exclusivity with high contrast visuals and a minimal look
Spotify:
- Color: Vibrant green to drive energy, youthfulness, and creativity
- Typography: Rounded sans-serif font, to convey a modern friendliness
- Design Trend: Minimalist, with flat design elements that represent music and digital culture
Coca-Cola:
- Color: Bold red that boosts excitement and passion
- Typography: Custom script font that builds nostalgia
- Design Trend: Consistent branding across decades that gives consumers a retro-inspired look
Because things get real, real fast. 