A visual identity is the basis of the communication strategy. It is in a way the passport of the company that allows it to be visible thanks to its supports. An effective visual identity attracts the attention of potential customers but also ensures its reliability and popularity with competing brands and customers.
Why is visual identity important?
Visual identity is very important for each company because if it is having an impact, it allows the company to showcase itself and increase its reputation. The visual identity is also a reflection of its activities and its objectives.
Contrary to a popular belief, a company’s visual identity does not stop at the logotype alone, but is expressed by a choice of shapes, colors, typographies, pictograms, and various elements making up the brand’s graphic universe, adjusted in a coherent way over all the communication media used.
In other words, it is the translation and graphic representation of your company or brand. It must represent your activity, your services, your values, and must be able to fit in and be reflected on all your communication tools, namely:
- The “traditional media” (written press, television etc …) and WEB (social network, online advertising etc …)
- The “traditional non-media” (stand, shows, mail etc.) and WEB (website, intranet, mailing, videoconference, etc.)
Good practices to adopt for accessible and referenced content
Dynamic pages that allow users to search for information often use XMLHttpRequest. This information completes the page after it has been loaded. If you use this methodology, make sure that your initial page already has enough information.
Having full text with links to navigate is important for GoogleBot as for users who cannot perceive the meaning of the images. When designing your site’s design, you have the ability to use images that function as links.
Web sites with a visual interface provide a printable version of all of their content. Generated from the same content as the interactive version, it is an excellent source of content for GoogleBot as well as for users with a visual impairment preventing them from using the interactive features of the site.
You need also to take into account that customers access more and more your website via their smartphone. So make sure that it can be easily accessible or better if you can have a mobile application created.
Brand and content need to be consistent with each other
The success of the customer experience rests on the balance of these fundamentals: an element is lacking, and the whole experience will be modified. With the risk of delivering a negative emotion, detrimental to the business of the company. In this subtle alliance, content, design, and data form the foundation which will allow the brand to tell a story, to elicit an emotion to a customer that it has identified and whose personal expectations it will know.
This coherence is done by aligning all contact points around the experience. It promotes the continuity of the customer relationship, regardless of its mobile, web or physical interaction channel. This requires the implementation of appropriate processes and tools.
The visual has all its importance in your content
Of the five senses that we use daily, the sight is the most developed. For reasons related in particular to our evolution, we are naturally attracted by static or animated images. This fascination can trigger strong emotions and lead to increased engagement. Commitment is the foundation of Content Marketing. We are naturally programmed to react to visual stimuli. How can we properly use this human feature to produce attractive content for our website?
Why do we prefer visual content?
It has been established that Internet users read only 28 percent of the words when visiting a website (Nielsen Norman Group study). This trend to overflight will increase with the ever-increasing volume of information available online.
The visual content attracts the attention of the user in the blink of an eye. It must be privileged for several reasons:
- It helps to combat the constant decrease of the attention of the Net surfers on a site.
- The simplicity of an image or video makes them effective in delivering a message.
- When a reader is stopped by a (good) image, it is more susceptible to want to continue with the reading of the written content.
- A visual sometimes allows communicating complicated concepts in an instantaneous way, thanks to computer graphics.
- An image further stimulates our mind, especially if it is linked to emotion.
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- How to use Content Marketing in a non-invasive way
- How videos are changing the trends of the fashion industry
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