Why aesthetics is important in digital marketing

In the age of technology and social media, digital marketing is becoming more and more essential. Creating aesthetic content helps establish your brand image, attract customers, increase sales, and gain attention on social media. Your business’ aesthetic can help you create a ‘feel’ for your company.  Things that can add to the aesthetic of your business include:
  •     Your logo
  •     Website layout
  •     Lines and shapes
  •     Empty space
  •     Colours 
  •     Fonts
  •     Images
  •     Videos
  •     Accessibility options

Why are aesthetics important in marketing?

 

1. Customers love consistent aesthetics

Customers are more attracted to a business that has a particular ‘look’. Creating a consistent aesthetic for your business that can be used on your website and advertisements will make your digital presence look consistent, neat and more professional. If users stumble upon an aesthetic social media account that appeals to them, they are more likely to follow you and purchase your products in the future.

2. Help build brand identity

Paying attention to aesthetics in digital marketing will help you build a brand identity and develop your business’ personality. Your customers and followers will begin to associate a particular aesthetic with your business and products.

3. Increase engagement

Put simply: if your website and social media are attractive, users are more likely to interact with you. They are more likely to visit your website, sign up for your mailing list, and like and comment on social media posts. 

4. Show professionalism

A messy looking website with no clear colour scheme, clashing fonts, poor use of empty space, and unattractive images makes your business look unprofessional and incompetent. The same goes for social media feeds – users want to see that a business puts time and effort into developing its brand image and creating content that is appealing and consistent.  

How to establish your business’ aesthetic?

 

1. Choose your fonts carefully

Keep your text consistent throughout your entire website. Don’t choose too many different fonts, sizes, or colours. Not only will this make your website look messy, but it will make it less accessible and difficult for users to read and absorb information. 

2. Develop a colour scheme

Clashing colours are the last thing you want on your website or social media feed. Select a few colours and stick to them to create a consistent aesthetic across platforms. A good approach is to select one main colour and then choose secondary colours that work well together.

3. Make use of empty space

Don’t clutter your website. Instead, utilise space to break up long paragraphs of text, making it easier to read and easier for customers to absorb information.

4. Use high-quality images

Pixelated and low-resolution images are a sure way to ruin your company’s ‘look’. They are unprofessional, unattractive, and often difficult to look at. High-quality images demonstrate that your business takes the time to create visually appealing content and cares about the customer experience.

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