It's common for people to assume that creating a new website is a branding activity. Here's some information to help you understand the difference between "brand" design and "website" design.
It's not uncommon to produce a proposal for a website, only to find out the client also expects a new logo to come with the website design. Or, we begin the work of creating a new website, only to learn that there are multiple opinions about what the site should "look like." The problem in these cases is that there is confusion between website design and brand design — and they are not the same. While they are interconnected and complementary, they are distinct disciplines with different goals and processes. Understanding this distinction is essential for a successful online presence.
Think of it this way: brand design is the soul of your business, while website design is its body. Or, to use a different analogy, imagine a fashion designer developing both their fashion design aesthetic and a boutique to sell their clothing from.
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Brand Design is Comparable to Design Language or Design DNA. A fashion designer's design language is their unique signature, developed from a core aesthetic, distinctive silhouettes, a preferred color palette, and signature use of fabrics, details, and construction techniques. It's a visual vocabulary that communicates their creative vision and makes their work instantly recognizable, like a fingerprint in the fashion world. This language evolves over time, reflecting the designer's growth and influences, but always maintains a core set of principles that define their style.
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Website Design is Comparable to the Designer Opening a Boutique: When a fashion designer opens a boutique, it's like creating a stage for their collection. They consider the brand's personality and their target audience to design a space that embodies the brand's essence. This involves crafting a sensory experience through lighting, music, and materials. Displays are strategically placed to capture attention and tell a story, while fitting rooms and communal spaces are designed for comfort and functionality. The boutique has a goal, which is to get the customer to the cash register.
What Goes into Brand Design?
Brand design is a comprehensive process that involves:
- Market Research: Understanding your target audience, competitors, and industry trends.
- Brand Strategy: Defining your brand's mission, values, and personality.
- Naming: Choosing a memorable and relevant name for your brand.
- Logo Design: Creating a visual symbol that represents your brand. This flows directly from the brand strategy and visual identity – you can't design the right logo without first defining the brand's core essence.
- Visual Identity: Developing a consistent look and feel across all touchpoints, including color palette, typography, and imagery.
- Brand Messaging: Crafting compelling and consistent messaging that communicates your brand's value proposition.
- Brand Voice and Tone: Defining how your brand "speaks" to its audience, including the language, style, and personality conveyed in all communications.
- Brand Guidelines: Documenting all brand elements to ensure consistency across all platforms.
Website Design: More Than Just Graphics
Website design is often mistakenly equated with "graphic design." Websites do involve graphic design, which is ideally driven by brand definitions:
- Visual Hierarchy: Using design elements like size, color, and spacing to guide the user's eye and emphasize important information.
- Typography: Brand typically directs the selection of fonts. But in many cases, websites use an expanded or complementary set of fonts to achieve the different requirements of an online environment compared to the more limited typography requirements of print.
- Color Palette: Like typography, the color palette of a website should be directed by the brand book, though it may require some expansion of the palette to provide all the color requirements of a digital presence.
- Imagery: Direction for how to choose or produce high-quality images that enhance the content and user experience.
While visual aesthetics are important, website design is primarily about user experience (UX). A well-designed website is intuitive, easy to navigate, and guides users towards their goals (whether it's making a purchase, finding information, or contacting you).
Think of website design as architecture for the digital world. It's about creating a structure that is both functional and aesthetically pleasing. This involves:
- Information Architecture: Organizing content in a logical and user-friendly way.
- Navigation Design: Creating clear and intuitive navigation menus and pathways.
- User Interface (UI) Design: Designing the visual elements of the website, such as buttons, forms, and icons.
- Content Layout: Presenting information in a clear and engaging way.
- Responsive Design: Ensuring the website functions seamlessly across all devices (desktops, tablets, and smartphones).
Why is this Distinction Important?
Understanding the difference between brand design and website design is important for several reasons:
- Clear Communication: It allows for clear communication between you and your designers, ensuring everyone is on the same page.
- Effective Budgeting: You can allocate resources appropriately, recognizing that brand design and website design are separate investments.
- Cohesive Brand Experience: It ensures a consistent and cohesive brand experience across all touchpoints, both online and offline.
While website design and brand design are separate disciplines, they are intertwined. A strong brand identity informs and enhances the website design, while a well-designed website effectively communicates and reinforces the brand. By understanding the differences and recognizing their individual importance, you can create a powerful online presence that truly reflects your brand and resonates with your target audience.