Have you ever had this happen to you? A potential customer contacts you and mentions in their project description that it shouldn’t cost much because it doesn’t need to look lovely before adding that it doesn’t require a lot of design.
Although many people believe that design equals making things attractive, this is not the case. They believe that aesthetics are design and that everything else that designers do just happens on their own. I’m sure you’d agree that good design does not come by accident.
Aesthetics are not the same as design, but they are a component of it. What role do they play? What is their function? Where are they supposed to originate from?
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What exactly is Aesthetics?
We should begin by defining aesthetics.
Aesthetics (noun) — a collection of ideas dealing with the nature and enjoyment of beauty, particularly in art.
Aesthetics are the aspects of design that make things seem nice that our clients sometimes conflate with design as a whole. They are the visual aspect of design as opposed to the functional aspect.
Every design will have a distinct aesthetic. Whether or not you design an aesthetic for a website intentionally, it will have one, and people will view it and assess it based on the beauty they sense in it. This is where SquareSpace steps in. Create a personalised website or online store using Squarespace’s all-in-one solution.
Once you’ve determined what you want your brand to represent, the next step is to transform these concepts into a design and voice. While it may appear daunting at first, developing a design aesthetic for your company can be broken down into six simple steps:
1. Go back to the drawing board – Your original concept might not be the best, but that doesn’t make it any less legitimate. An ideation phase is required when beginning your branding or rebranding process. You may have made a vision board in the past. Sites like Pinterest, on the other hand, bring brainstorming into the current day. SquareSpace also assists you in picking amongst the different templates available, as well as in establishing colours and themes.
Look for items that are important to your company. This can include things like:
-Other companies in the industry
-Influential people or brands that you care about
-Moods or sensations you want your brand to inspire
Then break it down even more. Look through fonts and start looking for instances of how specific fonts are utilised.
2. Create a persona – You should now have a lot of ideas! It’s time to start filtering things down. But where do you even begin? Your audience—the individuals you’re attempting to market to—should be the primary motivator in selecting your aesthetic. When you have a complete picture of that data, you can start to associate these numbers with a certain style, which means you’ll need to…
3. Recognize design aesthetics – Design aesthetics are continuously evolving, but firms that discover the appropriate match seldom have to re-brand later on. Consider some of your favourite brands: how many logo revisions (other than a minor update) have they gone through throughout their history?
There are several styles to consider, such as:
- Retro: Retro designs are ideal for firms with a similar vibe.
- Handcrafted: A recent style, these logos appear to be drawn or chalked.
- Classic: By building a classic design approach for your company, you may be able to create something with considerable staying power and the capacity to reach a large audience.
- Minimalist: A simple design that everyone understands. Minimal designs provide you the most customization and modification. They typically work in a range of industries, allowing for advancement.
4. Find a happy medium – It might be tough to strike a balance between inspiration and copycatting, but adding your own personality into your design can help you or your designers produce something completely distinct.
5. Make it applicable everywhere – Remember this while selecting aspects such as colour and form. If visitors will be spending a lot of time on your website, you should think about using colours that are easy on the eyes. Consider where your target audience will connect with your business online and how you want them to feel every time they do.
6. Obtain feedback – It may take weeks, months, or even years to build your company’s appearance and feel, but starting from the bottom up can help you settle into a design style and establish the appropriate look and feel for your brand. The most essential thing to remember is that this is meant to be enjoyable. So take a big breath and get to work with SquareSpace to ease up the process now!
For any questions or queries feel free to, contact SquareSpace.