How visual identity impacts branding & UX

Back How visual identity impacts branding & UX

In a time where digital services are growing so fast and exceedingly impacting our lives, companies of all types and sizes are investing more and more time, effort, and money into building their digital presence. Having a strong digital presence, however, is not only  about bombarding users with sophisticated ads. It’s about a solid brand identity and an excellent UX platform that captures user attention and improves their online experience.

Visual identity is crucial when it comes to reinforcing your branding and UX. Read-on to learn about the key components of visual identity and how it can impact your company’s digital transformation and brand positioning.

Branding Vs Visual Identity  

It’s common for people to think of visual identity and branding as the same thing. Even though visual identity and branding are similar concepts, they mean different things, so learning how to distinguish one from the other is very important.

Branding is a broad term that describes the way a business conveys itself to a large audience. It is the strategy that creates the defining values of a brand.

On the other hand, visual identity refers to everything a user can physically see, from the brand logo to the website’s visual design, and includes:

  • Design elements ( i.e. typography, colors, layouts, grids, etc.)
  • Visual content (i.e. images, infographics, screenshots, videos).

In other words, brand identity is created by marketing experts, while visual identity is the work of designers and creative directors.

The 4 elements of visual identity:


Your logo is a visual representation of your branding and the graphic symbol of your company’s identity. Since your audience is very exposed to your logo, it must align with the other elements of your brand identity.

Color Palette

Your chosen color palette needs to serve its purpose by conveying your brand message; this is why brands use colors that generate strong emotional responses from their audience. The logo is often the starting point for the color palette, which needs to remain consistent in all brand materials.


Typography is the shape or styling of the text used in branding. The text conveys a transcribed message, but it's scale, font, and arrangement affect your visual brand identity and audience perception.

Graphics & Imagery

Your graphics and photography should fit with the rest of your brand identity, its colors, logo, and messaging. It can include photos and videos of your products, team, workspace, and other things relevant to your business.

Why starting a visual conversation is a must.

Simply put, humans perceive visual information easier and process it much faster than they do with plain text. Make sure that your visuals communicate the right messages and build brand awareness and recognition by following these simple steps.

Set the right tone

Did you know that for 90% of consumers, brand color plays a significant role in their buying decisions, while color enhances brand recognition by up to 80%?

Make sure that your visual content includes colors and fonts that reflect your brand values and fit the emotion your business wants to convey.

Build brand recognition

Brand recognition is about ensuring that your target market can see, recognize and remember your brand’s logo, name, and other visual elements.

Unlike brand awareness, which focuses on developing a deeper emotional connection with your audience, brand recognition uses visual content and elements to build trust and loyalty within your target market.

Your customers should get a feel for who they’re interacting with, before they even see your logo or brand name.

Deliver brand messages

They say a picture is worth a thousand words, and this is exactly what visual identity is all about. It's the (whole) picture of your brand that cohesively communicates and inspires your audience, making them feel noticed, as if they belong to a special  group of people.

Since every brand is unique, there is no one-size-fits-all recipe to deliver your message. Color can evoke different emotions and convey different messages. Similarly, typography, layouts, and icons can tell you a lot about a company’s distinct style.

Capture attention by telling a brand story

Your brand story is a great way to create emotion and make people remember you. A great story combined with exceptional visuals can connect your brand with your audience in a meaningful way that will bring them closer to you.

Your history and brand values should serve as a basis for your brand’s visual identity and story. Make sure your brand visuals and story trigger a combination of emotional and physical reactions to your existing and potential customers.

Be sure that your web designers and creative team align captivating visuals and engaging content with your brand story; this is how users will understand how your brand can help them to meet their needs.

And yes, users can get a sense of your brand simply by scrolling down your homepage. 

Develop a comprehensive visual language

Visual language is how you communicate with your audience through visual elements. It is perceived through the eyes and interpreted by the brain which translates the signals into sensations, emotions, actions, and thoughts.

For visual language to be effective, it has to match the actual language used in the design. Mismatched words and visual elements can lead to a confusing user experience. Words and images need to work seamlessly together to create a package that emphasizes and communicates the same thing - your authentic brand.

A strong visual identity is crucial to any business strategy as it creates brand recognition and appreciation. Aim to make your brand a part of your customers' everyday life as this will instigate a sense of intimacy and a need for your brand, its products, and services.

We’re here to help you create and develop a robust visual identity that is perfectly aligned with who you are, your values, and your services.

Digital transformation is easier than it sounds. Reach out to us to learn more.