Where branding belongs and where it does not
- Colors, type and photography style
- Tone of voice in headlines and copy
- Illustrations, icons and patterns
- How proof and stories look
- Menu position and wording
- Button shape, size and contrast
- Form layout and error messages
- Where the phone number sits
Why looks still matter
Good looks help. Nielsen Norman Group describes the aesthetic-usability effect, first studied by Hitachi researchers in 1995. People see attractive designs as easier to use. The catch is that a pretty design can hide real problems. Visitors may like the look and still fail to find the phone number.
Rules for keeping both
- Keep menus where people expect them, at the top or behind a standard icon.
- Use brand colors that pass contrast checks for text, at least 4.5 to 1 for body copy.
- Label services in customer words, even when brand language is catchier.
- Use one brand color for every main button, so action always looks the same.
Nielsen Norman Group's heuristic on consistency and standards explains why. People spend most of their time on other sites, so they expect yours to work the same way.
Good example. A spa uses its soft green and serif headlines everywhere. Its booking button stays one bold color, and its menu reads Services, Prices, Book.
Bad example. A spa hides its menu behind a custom icon, writes services as poetic phrases and puts the booking link in light gray text.
When they clash
Test it. Show the page to someone outside the business and ask them to book. If the brand choice slows them down, change the brand choice.
Our web design team builds brand systems that pass contrast and usability checks from the first draft.