When starting your small business, you have a lot to think about. There’s the product or service you plan to sell, the venue you plan to sell at, breakeven timelines, and all the visions you have for growth. But before any of that, you need a brand persona. That’s where following the right website and logo design tips can help you to create a successful brand image.
We asked our lead designer, Clint George, to share a few of his expert website and logo design tips for small business. Using these website and business logo ideas, you’ll be able to establish an identity that feels right for your brand, and attracts the customers you want to target.
The best logos are ones that send a clear message and can be immediately recognized. Think about companies like Google, Apple, and McDonald’s. Can you picture their logos? The fact that these immediately spring to mind shows the power of a good logo. But how can you achieve this as a small business? Here are a few of Clint’s logo design ideas for business that will make your branding stand out.
One of the best logo design tips you can get is to put a lot of thought into the color you want your brand associated with.
Think about the connection between colors and emotions. Ask yourself what emotion you want your brand to invoke, and then find the color that matches that feeling.
Depending on your industry and what you’re selling, you may want your brand to instill a sense of trustworthiness, friendliness, or luxury. Below you’ll find a quick breakdown of colors and the emotions they inspire in marketing:
Red: This is an active color thought to stimulate energy, courage, and appetite.
Think of Target, Coca-Cola, and LEGO®.
Orange: This color is fun, friendly, and brings about cheer.
Think of Nickelodeon, Home Depot, and Fanta.
Yellow: Bright and vibrant, this color triggers optimism and warmth.
Think of McDonald’s, Hertz, and BestBuy.
Green: This color brings thoughts of health, nature, and growth.
Think of Starbucks, Whole Foods, and John Deer.
Blue: People tend to derive credibility, trustworthiness, and security from this color.
Think of American Express, AT&T, and Oral-B.
Purple: The perfect color for inspiring a sense of creativity and innovation.
Think of Hallmark, Yahoo!, and FedEx.
Black: This color promotes luxury, power, and a feeling of elegance.
Think of Nike, Prada, and Chanel.
To see other ways you can benefit from using these colors in your business, check out our blog on the 3 Colors That Make People Want to Spend Money.
One mistake companies make is not considering how their logo will scale. In other words, not thinking about how it will look on something as big as a billboard or as small as a personalized pen. When you crowd your logo with tons of complex details, it can become illegible at a smaller size.
Do the squint test. Pull the logo up on your screen, and squint. If you can still read it, you’re doing pretty good.
The right font can be the difference between your customer connecting with your brand, and your customer thinking, “Wait, what does that say?” Clint suggests using large, easy-to-read fonts. These will draw eyes to your logo even when it’s on something as small as a pen. Steer clear of fonts that are fun and decorative, but may be difficult to distinguish.
You want potential customers to be able to read and recognize your logo at a glance.
Now that you’ve got your logo, you need something to put it on. How about your website? Websites are a great way to introduce people to your brand. And nowadays, it’s never been easier to make your own website thanks to tons of free or low cost website creator companies. That said, you still need to select fonts, templates, and experiences that match the aesthetic of your business. We had Clint share some of his top pointers for developing the best website to promote your brand.
First impressions matter. Just as homes have an initial space that welcomes and sets the tone for visitors, so should your website. Imagine your homepage is your living room. Does it look cluttered, organized, or approachable? Does it send the message you want it to?
Make the customer feel comfortable from the moment they see your homepage.
You may have the impulse to tell your customers everything you want them to know about your brand, right off the bat. However, if they’re overwhelmed by everything you’re showing them, they won’t absorb that information anyway. Decide what’s truly crucial for them to see.
Don’t go throwing the bathroom and kitchen sink at them the second they walk through the door. Give them clear pathways to get to those areas when they are comfortable with your site and brand.
White space is not your enemy. It’s your friend.
You want there to be a crowd at your checkout, but not in your web design. Clean, clear directions help customers navigate throughout your site. A great design can lead to better sales, as you can actually guide customers to sales, new items, or whatever it is you want them to see. To do that, you have to make sure you’re not overstimulating them with distractions. When in doubt, simplify.
Some companies try to seem bigger than they are. That’s not always the best approach. If you have a small business that offers a personal touch, call attention to that in your design.
Some say to fake ‘til you make it, but we say, be who you are! Don’t try to emulate large retail stores. Your small business may have assets they don’t, like being able to offer greater attention to detail and more focus on each customer. These are things you should celebrate through your design’s messaging.
You’re taking the customer on a journey. You want the message that your website conveys to match, no matter where they are at on that journey—from the homepage to the checkout. It all comes back to that essential question: What emotion is your brand trying to convey? Dependable? Friendly? Fresh and healthy? Prestigious? Make sure that message is being sent with every interaction your customer has on your site, logo, or with your brand in general.
Ready to jump start your business with the perfect logo and website? We can’t wait to see how you use these logo design tips in your future promotions. Will you feature your logo on a tote? Drinkware? Pens? The options for logo items are endless! Whatever you choose, customers will appreciate the experience they have your thoughtful branding.
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