First impressions generally leave long-lasting ones so it’s an absolute must that you present yourself in the best way possible. Not only does this apply to human nature, but also in business. In business, we call this branding. Branding is like the clothing on your back. It presents an immediate question of opinion to the consumer. Whether this is negative or positive, you have imprinted the brand within their minds. There are a few key factors that one should consider when developing a visual brand. I am going to present these suggestions from a great article found on the BlueText.com website.
“We have identified six key directions to keep an eye out for in 2019 when it comes to the visual identities that brands are moving towards in the market.”
- Bold Typography. Look for bigger and bolder designs in 2019. Extra-large font sizes, hefty headlines, and interesting artistic effects will be more common. While sans-serif font types have been a dominating factor in typeface styles, expect more of those in the Helvetica family, especially the extra-bold variations.
- Authentic Photography. Stock photography is getting old and tired. The same smiling perfect faces in gleaming sterile office settings doesn’t look like anything most audiences can relate to or engage with. Real photography through custom shoots will be in more demand. Images services will meet this demand with more photo libraries of authentic images that convey emotion or tell a story.
- Custom Illustrations. Like with photography, look for more custom illustrations that add personality and a little whimsy to a brand’s website and collateral. Look for more creativity and less formality in a broader range of styles as designers stretch their palette with these underused assets. Classic design techniques such as double-exposures and duotones are both re-emerging as modern trends.
- Movement and Animation. “Micro-interactions” are one of the newest directions in brand design, and they are generating a lot of buzz already for 2019. Put simply, these are tiny animations used to help target audiences to perform tasks more simply and easily. These are now being widely used as a key UX design trend, and they are especially helpful in providing feedback for their actions. GIFs and SVGs can convey ideas, concepts, and processes, while making content engaging for audiences. They add more interest to emails, banner ads, social media, and even icons and logos.
- Gradients. The use of gradients by a brand was visible on every website button, page header, and PowerPoint deck in the earlier days of digital marketing. That all changed in favor of more flat designs; you can follow the history of the Google logo for a true chronology of this trend. But gradients are back, so expect to see them in vibrant branding, illustrations, and backgrounds as well as overlays. We’re also seeing an increased use of the term “colour transitions” when referring to gradients.
- Responsive Logos. Our top marketing trend for 2019 is around a brand’s logo. Responsive techniques for website design came on slowly, but they have more recently become a best practice and an industry standard. With mobile accounting for a greater and greater share of online traffic, it’s no surprise that brands need better ways to show off their logos even on small screens. Applying responsive designs to logos is the next step in this process. Look for this as a major brand trend in 2019.
Much like hair, clothing and interior design, branding design concepts often do full 180’s and return in modern terms. Graphic and web designers are always looking for innovative and original ways to present content and branding. There are no exact rules to follow when building your brand, but there are always suggestions and trends that you may want to consider ensuring your brand not only speaks the language of your company but to the consumer as well. In the end, a company’s first impression to the consumer on a visual realm can be a deciding factor on its success.