Onya Blog | Do Aesthetics in Branding Really Matter for Your Marketing?

Do Aesthetics in Branding Really Matter for Your Marketing?

Picture of Ashley Monk
Ashley Monk
CEO of Onya | Marketing Growth Strategist | Marketing Consultant

Do Aesthetics in Branding Really Matter for Your Marketing?

Picture of Ashley Monk
Ashley Monk
CEO of Onya | Marketing Growth Strategist | Marketing Consultant

“Do aesthetics really matter?”

Our answer: absolutely.

Your visual identity isn’t just a face; it’s a powerful connection tool. For this week’s newsletter, we dive into the stats: 50 milliseconds for a first impression, 80% boost in recognition with brand consistency, and 28% higher emotional engagement with visually appealing designs.

From web designs to social media impact and conversion rates, aesthetics play a crucial role. Ready to elevate your brand visuals? Dive in below and discover the visual power of aesthetics.

Onya mark, get set, let’s grow!

Best,

“Your visual identity has the power to not only affect the emotion and perception of your brand but to also connect to your audience!”

Your visual identity has the power to not only affect the emotion and perception of your brand but to also connect to your audience! It’s one of the first things people see when navigating to your page. 

In today’s competitive business landscape, creating a strong brand presence is essential to long-term success. Aesthetics, often considered subjective, play a pivotal role in shaping a business’s identity and influencing customer perceptions. 

But just saying it’s important isn’t enough. Below, we support its importance with industry-backed statistics and what others have seen who have used powerful branding on their website and on social media. 

Stats reveal that it takes just 50 milliseconds for a user to form an opinion about your site design. In a study by the Missouri University of Science and Technology, 94% of first impressions are design-related, thus proving a visually appealing and consistent brand aesthetic can quickly capture a potential customer’s attention and interest. 

Make sure your landing pages and social pages are enticing and validate they make sense to people coming in by testing with neutral parties. Doing so will give fruitful feedback and allow you to make visuals really stand out. 

Consistency in branding (maintaining a cohesive visual identity, including color schemes, fonts, and logo design) can increase brand recognition by up to 80%, according to Lucidpress and Oberlo. It’s important to keep things somewhat standard for branding, even if you want to go flashy because jumping all over the place can cause confusion long-term for users. 

It’s true that aesthetics have the incredible potential to create emotional connections between customers and brands. A Nielson study found that ads with strong visual imagery can increase emotional engagement by 28%. When users are pleased with what they see, they become loyal followers and are much more likely to make purchases from your brand. 

Many consumers associate visually appealing designs with higher quality. A survey by Tyton media reveals that 48% of people believe website design is the leading factor determining a business’s credibility. 

In other words, don’t short-change the fact that investing in pleasing and clean visuals can convey a sense of professionalism and superior value. It can literally be the difference between someone choosing your brand vs. someone else who has a more buttoned-up look and feel.

The impact of well-designed aesthetics extends to social media as well where, as we all know, visual content reigns supreme. According to HubSpot, Facebook posts with images receive 2.3 times more engagement than those without images. 

Pictures say thousands of words and many times support and magnify the point you’re trying to communicate. On social media, brands that choose to use nice visuals (that are on-brand) are far more likely to generate shares, likes, and comments. 

Web designs with clear visual hierarchy lead to a better user experience and higher conversion rate, as evidenced by Adobe’s “State of Content” which states that 38% of users will stop engaging with a website if the content or layout is unattractive. Be mindful that certain considerations like easy navigation and appealing layouts contribute to improved user engagement and conversions. It’s not just about losing the sale, it’s about gaining more sales – making it easy for people to find what they need and giving them an appealing experience while they do so. 

The data is clear: aesthetics in branding matter for effective business marketing. A strong and consistent visual identity not only creates a memorable first impression but also fosters emotional connections, influences perceptions of quality, and drives engagement across various marketing channels. By leveraging statistical insights, businesses can make informed decisions about their branding strategies and unlock the power of aesthetics in enhancing their marketing efforts.

Looking for more guidance on how to best do that for your brand? Let the experts here at Onya talk with you today!

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