The subject for this month’s blog is ’12 graphic design errors that damage your brand’.
With the rise of AI and tools like Canva, the Rebus Creative team has noticed an increase in the number of brands getting graphic design wrong. Messages are diluted through poor, messy or unenlightened graphic design and inconsistency.
So, we thought we would take a look at the 12 errors that crop up most frequently and offer an explanation of how they damage brand recognition and perception.
Graphic design is crucial in branding. It shapes how customers think of and remember a brand. It enables one brand to stand out above all the rest.
Effective graphic design establishes an emotional connection with customers, providing a base of shared values on which to build trust, reliability and loyalty.
If you want visuals that represent your brand values, are instantly recognisable and connect with customers, contact the Rebus Creative experts in Sheffield for memorable graphic design.
How to avoid graphic design errors that damage your brand
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Poor colour choice
Certain colours can evoke human emotions that will draw people towards a brand. For example, red makes us hungry.
The next time you walk down your local high street, take a look around and see how many fast-food outlets use the colour red! It is no coincidence that both McDonalds and KFC have red in their colour palette.
It is essential that your choice of colours resonates with both brand values and target audience.
Using the wrong colours (for example, fun neon colours for a corporate law firm), too many colours, or different colours across marketing channels is confusing, making brands difficult to recognise and remember.
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Incorrect or inadequate typography
Typography shouldn’t be an afterthought of graphic design.
Using fonts that are difficult to read may prevent people from connecting with a brand. Choose two or three fonts that are compatible with the brand voice, specifying which one to use where.
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Space
Third on our list of 12 graphic design errors that damage your brand is space.
There are two issues here. The first is the lack of white space, or what designers call ‘negative space’.
We know that it sounds odd for designers to be talking about space with nothing in it, so think of it as breathing space. For example, your logo should sit in negative space so that it stands out.
You need customers to focus on what you are trying to tell them. Keep things simple and leave sufficient space for easy reading. Too much information is both confusing and overwhelming.
The second space issue is around the written word. Too little or too much space will impact the overall look, feel and message.
The space between individual letters (kerning) and the space between lines (leading), can appear messy or unprofessional if not set to the right amount, making text difficult to read or disconnected.
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Being inconsistent
This one is a biggie on our list of 12 graphic design errors that damage your brand and where many businesses get it wrong.
Consistency is key to recognising a brand wherever it appears.
At Rebus Creative, we have seen many examples of inconsistency in branding.
Different logos, fonts, colours, icons and tones of voice result in unreliability and customers being unable to recognise the brand. Consistency creates that all-important bond, leading to loyalty and sales growth.
We suggest that you bring together all brand elements into a brand guide, train the team on how to use it and implement a central asset management system for access to current assets.
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Low quality images
Poor quality, pixelated images cheapen a design. Too many free or stock images may dilute messaging and prevent the development of a stand-out brand identity.
Investing in professional photography to showcase your business will portray honesty, authenticity and trustworthiness while communicating brand values to your audience.
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Versatility
A logo should look good online and in print – packaging, exhibition graphics, website, social media channels.
If a logo has to be redesigned for each marketing channel, the brand presence will be inconsistent, losing the audience connection. All designs should be scalable from web pages viewed on mobiles to exhibition panels.
Distorted designs and text appear unprofessional and are a big turn-off for audiences.
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Accessibility
Fulfilling legal and ethical obligations through making graphic design accessible to all will enhance brand reputation, widen audience reach and improve brand perception.
Ensuring accessibility does not simply fulfil legal obligations, it demonstrates inclusivity and a social conscience.
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Overthinking it
At Rebus Creative, we understand the need for perfection. But constant tinkering can result in an overcomplicated design that fails to get the message across.
Knowing when to stop is essential and it is why perfectionism is on our list of 12 graphic design errors that damage your brand.
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Mobile optimisation
Everyone loves to scroll on a mobile or tablet.
Websites should be easy to navigate on handheld devices to avoid high bounce rates, which can affect Google rankings.
It is therefore imperative that websites are optimised for a good customer experience.
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Understanding trends
Technology moves at an ever-faster pace, with new trends constantly emerging.
It is easy to become caught up in a trend without thinking about the market, audience, product or brand values.
While it is important to keep on top of trends, some may pass by quickly. However, timeless designs remain relevant to both brand and target audience, preventing brand dilution whilst saving the cost of redesigns.
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Proofreading!
We thought that proofreading deserved an exclamation mark on our list of 12 graphic design errors that damage your brand.
How many websites do you come across with misspellings, incorrect phrasing and bad grammar?
It looks so unprofessional and can be a real turn-off for visitors, so make sure you check your facts and copy before publishing!
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Be original
It is great to feel inspired by fantastic graphics that catch the eye, but if you want your brand to stand out from the crowd, graphics should be unique.
You will be unable to capture the individual personality of your brand by copying others. Unique is memorable.
12 Graphic design errors that damage your brand
So, there you have it. The Rebus Creative list of 12 graphic design errors that damage your brand.
Graphic design errors like the ones on our list have a negative effect on brand perception, affecting trust, loyalty, and ultimately business growth.
For graphic design in Sheffield, think Rebus Creative! If you want to stand out from the crowd, connect with your audience and increase brand recognition, contact us today to find out how our graphic design experts can make your brand, WOW!
