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Creating a cohesive brand identity through web design

Creating a cohesive brand identity through web design

If you’re like most business owners, you probably have a pretty good idea of what your company’s brand is all about. But even if you’ve done your best to communicate that message through content and messaging, it may still not be coming across as clearly as it could. That’s where web design comes into play. It can help make sure that visitors have an intuitive sense of your brand experience before they even start looking at the content on your site.

In today’s cluttered online space, creating a unique and compelling brand identity for your business is crucial for establishing a strong digital presence to help drive the growth of your business.

The way we experience and interact with the world around us is made up of visual cues such as colour, shape, and texture. These cues trigger responses in our brains that influence our perception of an object long after we have seen it. This principle applies equally well to websites. If you want your site visitors to remember your brand and what it offers, then you’ll want them to come away from their visit having formed an impression that aligns with how they feel about your brand overall.

In this post, we will explore how web design can help you create a cohesive brand identity for your organisation or business by focusing on the following design and user experience elements;

  • Brand’s Core Values
  • Typography
  • Use of Colours
  • Use of Images
  • Copywriting

The design of a website strongly influences visitors’ first impression, so it’s important to embrace the full potential of web design to convey a cohesive message about your business or organisation.

1. Brand’s Core Values

Your brand’s core values are the fundamental beliefs and philosophies that guide everything you do. They act as a compass and a foundation for everything else your brand will become.

When you’re creating a website, it’s important to define what your core values are, and then make sure they’re reflected throughout all of your communication materials. You can even use them to inform the way you design your website—for example, if one of your company’s core values is “innovation,” then consider using an innovative typeface or colour palette on each page of your site.

What comes to mind when a customer thinks of your brand? Does your website convey this? You can work with your web developer and their design team to come up with brand guidelines that will shape the entire design process and outputs for your website.

2. Typography

The typography used on a website impacts the extent to which visitors stay engaged on a website and take the desired action that could generate sales or leads for your business. Here are a few tips to consider while selecting the fonts for your website to ensure it aligns with your brand positioning online.

  • Use a typeface that is easy to read.
  • Use a font that is appropriate for your audience.
  • Use a font that is consistent with your brand’s identity.
  • Use a font that is consistent with the design of your website, in terms of layout and colour scheme.
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3. Use of Colours

You’ve probably heard that different colours can evoke different emotions. It’s important to consider the impact of colour when designing a website. Using a consistent colour palette and choosing colours that align with the desired mood and brand identity can help create a cohesive and effective user experience.

Colours can have a significant impact on the user experience of a website. The right colours can create a desired mood or tone, convey a brand identity, and help guide the user’s eye to important elements on the page. On the other hand, the wrong colours can create a cluttered or chaotic feel, distract the user, or even cause discomfort.

Using colour in this way can help guide users around your site and highlight important information. For example, success messages (e.g., “Welcome!”) should be green or yellow so they stand out from other text on the page; error messages should be red so they’re easy to spot at first glance. You can use tools like dopelycolours to select colour harmony and contrast on your website which can have a significant impact on driving call-to-action on your website.

Here are a few ways that colours can affect the user experience on a website:

  • Mood: Different colours can create different moods. For example, warm colours like red, orange, and yellow can create a lively and energetic mood, while cool colours like blue and green can create a calm and relaxing mood.
  • Brand identity: The colours used on a website can help to reinforce the brand identity of the company. For example, a company with a fun and energetic brand may use bright and bold colours, while a company with a more professional and serious brand may use more muted and neutral colours.
  • Usability: Colours can also be used to help guide the user’s eye to important elements on the page. For example, using a different colour for links can make them more noticeable and easier to find.
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4. Use of Images

It’s important to use images that reflect your brand. This can be done in a number of ways:

  • Choose a relevant image. If you are selling consumer products, using images of the products as well as images of happy people conveys satisfaction and could influence buying decisions.
  • Use consistent images that represent your core values. If you’re selling luxury cars, then make sure the images you choose fit with that identity; they should feel luxurious and expensive.
  • Make sure the images are appropriate for the audience. For example, if your company has already built up an audience base online through blog posts or social media accounts like Facebook and Twitter, then consider using those same photos from one post to another within each platform instead of searching for new ones every time you put something out there.
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5. Copywriting

Copywriting is a distinct way of conveying your brand’s personality through writing. Writing is one of the most important tools for creating a brand identity. Regardless of the nature of your business, your writing is how people will understand who you are and what you do, so it’s important to get it right. If you do not have the time or expertise to write the copies for your website, consider hiring a professional copywriter with the knowledge of your industry to assist you. Here are some tips on writing for the web:

  • Write in the first person. Use words like “we” and “our,” instead of “I” or “me.” When people see these words on a website, they feel like they’re part of something bigger than themselves—it helps build their sense of trust in your brand.
  • Use a consistent tone throughout all your content including blog posts, social media bios and other websites. This includes casual language (“We love working with friendly clients!”) but also more formal features such as tone and word choice (“We have been serving happy customers since 2010.”)

Don’t be afraid to mix things up occasionally. Having variety makes things more interesting. Avoid using unfamiliar terms when possible if only because those might confuse potential customers who could otherwise enjoy reading about them instead of being lost trying to figure out what certain words mean before knowing whether they want to purchase something at all.

  • Keep sentences short but avoid being too simplistic. Aim for clarity rather than conciseness when possible so that readers don’t get confused by complicated ideas unnecessarily.


So, what have we learned here? The design of a website strongly influences visitors’ first impression, so it’s important to embrace the full potential of web design to convey a cohesive message about your business or organisation. You can do this by creating a unique typography style, using colours thoughtfully, and conveying your brand’s personality through writing.

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