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Choosing the right illustration or icon style – how it can impact perceptions of your brand

posted on Tuesday 26th September, 2017


In todays over crowded digital world, it’s more important than ever before that brands set themselves apart from the endless sea of digital content.

And this starts by thinking carefully about every element of your website design. From the moment your customers land on your site, they should be able to easily navigate your website and engage with the products or services you’re offering.

Icons are a core element of your website design and play a crucial role in improving the clarity of your site, whilst adding interest and aesthetic appeal. They are also far more manageable than words, and are a great way of communicating with your audience universally.

What’s more, a research has consistently proven that the human brain responds better to illustrations than text, allowing brands to use visual metaphors to capture the attention of your target market at a single glance.

Of course, illustrations and icons are also a great way to add personality to your website and unsurprisingly, they are an extremely powerful tool when it comes to optimising engagement and user experience.

But how should you use icons effectively?

The possibilities are truly endless when it comes to incorporating imagery on your website.

Icons not only make content more readable, but they also provide a quick visual reference for a wide range of different concepts. With this in mind, you should be using illustrations and icons to break content up and enhance engagement. So don’t be afraid to think outside the box when it comes to the design of your icons and illustrations.

Your website designer will know exactly how to create imagery that reflects your brand personality. For example, whilst working on sites for AG Events, Scan Time, and Donate the Change, we incorporated icons that were
memorable, eye-catching, and relatable, whilst resonating with each brand’s target market.

They should complement and enhance the rest of your site

There are a wide range of different effects and designs you can use to add a new and exciting dimension to your icons and illustrations but it’s important to remember that they must complement and enhance the rest of your website.

So, when you’re creating your icons, think about how they will work with the other design elements on your website and whether they are effective in successfully navigating your target market around your site.

Above all, although icons are used to enhance the aesthetic appeal of your website, they should also be logical, eye-catching, consistent, and resonate with your target audience.

They should also be easy to understand and clear enough so that the reader knows exactly what you are trying to communicate at a first glance.

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