A visual language is a system of visible elements that communicate a message. Much like verbal language, visual language can be playful or straightforward. It can appeal to our emotions and logic. When applied to a brand or company’s identity, it can be seen in the logo, colors, typography, patterns, and compositions. A key component to a successful visual language is consistency. Consistent and compelling visuals create a sense of trust, gain recognition, and connect with people’s emotions.

Building a house on a weak foundation is not a good long-term plan. Think of visual language as the foundation for trust in a brand. A strong foundation comes from a consistent and thoughtful visual language. This will encourage people to interact with your brand by telling them it is safe and there is little risk. Brands that lack a strong foundation scare their audience away by raising questions about whether they are who they say they are. Inconsistent logos, brand colors, and typography are the culprits here. Your visual language should be consistent across all media and platforms. That means a website, billboard, Instagram page, truck wrap, and apparel designs should all look like siblings, not distant cousins. The uniformity of a cohesive brand will tell people that the brand is nothing other than what it intends to be. An excellent visual language leaves no room for questions about who the brand is. This creates a foundation that people are going to trust.

Oftentimes, the identity will give the first impression of the brand. Similarly to artwork, a strong and well-crafted visual identity invokes an emotional response; you want to get this right. Companies that strategically create their visual language position themselves ahead of their competitors. Researching the target audience and how competitors portray themselves allows designers to help position companies uniquely, aligning their values to their audiences and connecting to them emotionally. Once people have an emotional response to something, they are more likely to interact with it in the future.

The more familiar a brand is, the more people will engage. Visual language is the most important aspect of a brand in terms of familiarity and recognition. You might drive past the same plumbing trucks every week and not think too much of it, but when you need a plumber, what's the first business that comes to mind? Brand recognition is an essential tool for businesses. Strong recognition takes a company from being one of many options to being the ONLY option. We need to get tissues → we need to get Kleenex. I want a cheeseburger → I want a Big Mac. Call a plumber → call Action Plumbing. This sets companies and their products apart, making them more convenient and desirable options.

Brands with well-crafted visual languages not only leave a good first impression but they make a lasting impression. Gaining trust, familiarity, and emotional connection will strongly impact how people see, how they interact with, and what they say about a brand. Getting these things right is a non-negotiable for all businesses if they are seeking to grow and make a deeper connection with their audience.