Have you heard the phrase, “first impressions are everything”? This is a phrase widely heard regarding dress and interpersonal communication. While first impressions are important for attire and communication, they’re vital to a brands image and longevity. Brands that employ quality content and design principles not only create a better representation of their business, but stand out among the competition. Your website is the storefront of your business and you have merely seconds to capture the interest of your audience. Now, more than ever, is the time to learn how to present your brand with quality.
Website Design
Over the years, websites have become increasingly refined and sophisticated. This does not mean you need to spend thousands of dollars on a professional website, but a certain degree of professionalism will be necessary. Initial design decisions must be made with intent to build a cohesive brand that remains consistent. The following are a few areas to consider and will present your brand with higher quality:
Typography
Will you use a serif or sans-serif font? What colors will you use? Are certain headlines in all caps or bolded? These are the types of decisions you will need to make beyond simply choosing which font families. I recommend creating a simple brand guideline so all this information is together and easily referenced.
Google Fonts is an excellent resource for providing additional fonts for free, I highly recommend it. I use it on this website and have been using their provided fonts for a number of years. The use of typography could be an entire blog post in itself, just understand that these decisions are important in setting a foundation for your brand.
Colors
Color is another important factor in the creation of your website. A set of colors are usually defined as your branded color set. Brand colors average around 4 colors and help distinguish your brand from others. The colors you choose will be heavily influenced by the type of content you provide. Different colors sets emanate a different mood and it’s your job to choose a fitting set. The following graphic displays how each color may affect how someone perceives your brand.
Again, I could write an entire article about color theory, just know that it’s important to decide on a set of colors and stick to them for a cohesive brand image. If you’re unsure as to which colors to use, try browsing options for inspiration.
Grid
Although not always apparent, an underlying grid system is crucial for any successful website. They provide structure for equal sizing and spacing of content. Thankfully, most website themes available today utilize a grid system which keeps content organized and responsive to various screen sizes.
If you’d like to learn more about grid structure, smashing magazine has an excellent article explaining them in more detail and I’ll be revisiting the topic in articles to come.
Photography
Photography is a huge part of modern web design and advertising. Images communicate a message to your readers which generally stir emotions in a positive way. However, it is possible to bring about negative emotions in regard to your brand, so it’s important to take a few of the following into consideration.
Image Quality
Image quality is crucial in presenting a sleek and modern look. Photographs that are blurry, have low quality lighting, or heavily pixelated will detract from the user’s experience of your brand. Take care in choosing imagery that is in focus, well lit, and sharp to present your brand in the best possible light.
Authentic Imagery
Today, we have millions of images to choose from on stock photography websites. It’s quite simple to find images that are in focus, well lit, and look beautiful…but please, please don’t be too generic. Imagery that doesn’t come across as authentic may build a barrier of distrust with your audience. This could ultimately hurt your brands image, so use stock photography where necessary, but don’t over do it!
Future Proof Imagery
Technology keeps moving forward and there’s a good chance you’re reading this on a high definition screen. With pixel densities ranging from 1 to 3 times the standard, it’s important to consider how your images may appear on various devices.
For example. a standard image on your website would look pretty bad on a phone that has a pixel density three times the standard. It’s for this reason that you do your best to present images at a higher resolution. Check out my article on how to keep your images looking sharp on all devices if you’re looking to make these improvements.
Professional Photography
If it’s in the budget, I highly recommend hiring a professional photographer. They will showcase your brand in such a way that isn’t possible with stock photography. It will look authentic, build trust, and most likely pay off in the long run. I would also suggest having a decent camera on hand to capture moments you’d like to share with your audience. I recommend the Canon Rebel series as they are affordable and do a much better job than camera phones.
Video
The popularity of video has exploded over the last number of years. Companies share introductory videos, broadcast webinars, and regularly upload content to any number of social media websites. To present your brand through video, it’s imperative that you keep a few things in mind.
Video Quality
As I mentioned earlier, screen resolutions have been increasing over the last number of years. 720p, 1080p, 4k, 5k, etc, they just keep climbing! To compete in today’s marketplace, I recommend shooting around 1080p(HD) or higher. Imagine watching a standard definition video on your sleek, modern website. It would detract from the experience and not give proper representation of your brand, right?
Along with resolution comes other areas of quality control such as white balance, good lighting, reducing camera shake, and using a tripod whenever possible. The topic of video deserves a number of articles itself, but I just want to stress the overall importance of quality video to present your brand.
Professional Videography
If you’re looking to create a short, professional video for your brand and have zero experience, it might be worth hiring a professional. The time, money, and experience necessary to do this on your own may seem overwhelming, so do consider that option when video is necessary. If you’re looking to shoot video yourself, stay tuned to the blog as I will be releasing further information on how to shoot quality video. I can’t quite recommend a video camera at this time, but the Canon 5D Mark IV is an excellent crossover camera that shoots both photos and 4k video. If you can afford it, I highly recommend it…because the results are amazing!
Audio
Last but certainly not least is audio. Unfortunately, I see many people treat audio as a secondary nuisance. What good is your beautiful 4k video without great audio to match! I earned my bachelors degree in recording arts and know the value of good audio. Here are some things to keep in mind.
Audio Quality
The first phrase I learned in college was, “crap in = crap out”. If you don’t capture good quality audio in the first place, no amount of editing will make it good. Use quality cables, a quality microphone, and be mindful of your environment. Is the AC/heater running, can you hear cars outside, are people walking by in the hallway? These all introduce noise into your recordings and reduce the quality. Microphones don’t have selective hearing, they record everything within their polar pattern, including echoes or reverberation of the room you are in.
Gear Selection
Depending on the environment you’re trying to record, different microphones and gear will be essential to your success. The gear used in recording audio on a busy street is going to be different than a microphone in your home office.
Say for instance you need a microphone that can handle indoor sessions such as speaking engagements, podcasts, webinars, and any other voice work. I would highly recommend the Shure SM58 as it’s a workhorse and an industry standard at a very reasonable price.
If you’re looking to record out in the field on your iPhone, I suggest the Shure MVL Motivlavalier microphone. It plugs directly into your iPhone and records professional quality audio when you’re on the move.
Of course there are hundreds if not thousands of options to choose from when choosing your audio gear. I’ll be releasing more content in the future to help you narrow down on what could work for you outside of the two listed above. Just remember that audio is a very important factor when it comes to providing quality content for your audience.
Presenting Quality
Here we are, about 1500 words into this article and I have barely scratched the surface on any of these topics. My intention is not to overwhelm, but to shed light on how you can improve the quality of your content. Consistent colors and typography, good lighting, proper white balance, high definition video, clear audio, etc., all of these add up to a certain degree of quality. Will your audience view your brand as quality or subpar? You are in control and have the ability to present your best self, don’t let your customers down!
What are your thoughts, do you place a higher value on companies that present themselves well? Leave a comment below!
*Some of the links above are affiliate links, which means that if you choose to make a purchase, I will earn a commission. This commission comes at no additional cost to you. I recommend them because they are helpful and useful, not because of the small commissions I make if you decide to buy something.
