Building Customer Trust and Loyalty With Visual Cues


Published: April 5, 2021 Author: Jason Holicky - Hometown Design Studio Inc.
Building Customer Trust and Loyalty With Visual Cues

Trust and loyalty are established when you can make an emotional connection with your audience. This can be a tall order when you’re not sitting face-to-face with people and the majority of the interactions take place online. It’s even more difficult when the interactions are with digital assets like your website and social media pages rather than with human beings. 

The good news is that smart, consistent branding can be an extremely effective way to build lasting connections, establish trust, and create loyal customers. It all comes down to using visual cues in the right way to tell your story.

Color vs. Color: It Matters

Choosing the right colors for your branding involves more than just selecting your favorite hues. The experience that your customer base has with your brand can vary significantly just from a few color changes. There has been a great deal of research on color theory and how it applies to branding. The short story is that it’s critical for branding colors to suit the characteristics of the company while hitting the right emotional notes.

A consistent set of colors will also increase brand awareness and recognition. In fact, a signature color can boost brand recognition by up to 80 percent! The right colors will be ones that not only match your brand’s personality, but are also pleasing to the customer while conveying the right mood. Perhaps this seems like a tall order, but it’s an essential step for building relationships with your customers.

Build Lasting Connections And Trust With Smart And Consistent Branding

Consider the case of Coca-Cola. The bright red colors have been part of their identity from the beginning and work to convey a feeling of excitement and passion. When describing reds, people can say “Coke red,” and almost everyone will know what you mean.

In contrast, consider the colors of Starbucks. Their green hues represent nature, earth, the environment, and trust—everything people like about the company (aside from their coffee, of course!). And, “Starbucks green” is easily recognizable even without any logos or type.


Typeface and typography refer to the appearance of your content and branding materials, including fonts, sizing, arrangements, and weights like bold or italics. When your typography is all over the place, your materials do not seem to belong to the same company. In the worst cases, the differences can be so distracting that your readers miss the point of your communications entirely.

Getting the look of your words right is essential as it helps set the mood and tone of your work. Fancy fonts don’t always look professional and can be difficult to read. Harsh fonts can look impersonal or even menacing but are very legible.

Take the time to experiment with the typography to determine what works best for you, then ensure that all your materials adhere to your choice. After all, it’s impossible to build customer loyalty if they cannot recognize your materials right away!

Graphics & Photography

The graphics and photography of your branding are another way to bridge the emotional gap with your customers. You can quickly make customers feel happy or tense, joyful or serious with the images on the screen and printed materials. Visual images are also critical for retention and engagement.

While you want your visual images to be varied and interesting, it is still important to bring the consistency of all your branding to these elements. Staying within the same color palette and personality as the rest of your branding will help keep that common thread running through all your work.

It’s also important for graphics and photographs to be of high quality, and all the vital imagery must be customized for your company. Stock photography can be a tremendous resource, but only if you’re editing the photos to match your branding. It’s also critical to never use them for high-level assets like your website’s home page or your social media profile pages.

Your Logo

If you think about the most recognizable brands, what usually comes to mind isn’t the products and services themselves, but the brand’s logo. When developing a logo for your brand, you want an image that will visually represent everything your company and your products stand for. Your logo should be the fastest, most direct shortcut to the emotional connection with your customers.

Given everything that a logo should represent, the temptation is there to make it complex. You may also be tempted to add a lot of detail to give your customers more information. On the other hand, busy logos are more confusing and visually unpleasant and could be more distracting than anything else.

A Good Logo Is Essential For Brand Recognition

Consider the uncomplicated Nike Swoosh. It communicates their core message of movement and athleticism yet is simple enough for use on both their products and advertising materials.

The bottom line: a clean, straightforward design will be most effective for developing lasting brand recognition. Still, simple doesn’t always mean quick and easy. Make sure that enough time is spent understanding the messaging and intent of the logo and conceptualizing the right types of images to represent your brand.

Putting it All Together

It may seem like a stretch to connect trust and brand loyalty with scrutinizing font choices and testing color schemes for your logo. However, it becomes clearer when you zoom out and look at the big picture. Each of these visual elements will be consumed as one thing to your customers: your brand.

When a prospect is introduced to your brand, they will begin to connect all your visual cues with your messaging. If they like what they see and feel, they are more likely to take the next steps to engage with your company.

If you continue to build trust with your marketing and sales activities, these visual elements will continue to be associated with that pleasant experience. Eventually, they will become a direct shortcut in the customer’s mind. That shortcut can be maintained by understanding your customers and delivering excellent customer service.

Imagine being in the car on a multi-hour road trip. Your eyes are drooping, your mind is starting to wander, and you still have two hours to go. Just as you begin to worry that you’ll never make it, you see a sign near an exit. It is advertising that familiar green and white circle and you know exactly what your next stop will be.

You can make the same magic happen with your own branding.

Categories: Branding
About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
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