Image Source: unsplash.com
The design world can seem cluttered with all of the continually louder and louder attempts at attracting the attention of viewers around the world. Websites pour on color and stylization and music and everything they can think of in a misguided attempt to force you to stay on their website a second longer.
P&Co. : Minimalist Branding through Web Design
P&Co. attempts to overcome the dissonance and uses its advertising prowess with skill and a more muted style that draws you in a more intelligent and effective way. What we’ll be exploring today is minimalist design strategies to make a great website without resorting to gimmicks or loud advertising.
When you see the homepage, you realize that P&Co. is separate from the competition. It has a charmingly simple design, while maintaining a very serious and reserved tone.
The color palette outside of the pictures is a very black and white, paving the way for the gorgeous images to have maximum impact. And they are gorgeous. There is no question that a lot of work and high quality photography went into representation of their products. Models and image manipulation delineate their intended audience and speak a sort of high-quality gruffness that is espoused by everything from shirts to stationary.
The site maintains this image by finding mechanical ways to extend their style to navigation of the website. This is of incredible importance to any website, but especially one that holds itself so seriously.
How the P&Co. Web Design Helps its Branding:
P&Co. wants to present a web design that presents their philosophy of simplicity and elegance. That is why they use elements of web design that may not be ‘in’ but still create the visual they are looking to present. The smooth and minimal menu pulls the viewer through easy to understand sections of the website allowing navigation to be seamless and further underlining their philosophy of business. They could have used the latest and greatest tactics of design and development and had all the bells and whistles but that would have gone against their vision. They chose to keep it classic.
The menu provides access to collections, a blog, and various perfunctory pages like one for contact information. The product collections are represented by another high quality image each, and these images give a sense of experience before you even step into the product list.
They do not trick, and they do not cajole, and they don’t go over the top. They simply exist, and spread that laid-back vision to every corner of P&Co.
Again this is a masterpiece of effective and well thought-out design, and should be an example to all who want to advertise themselves in a complete way. Take note of every part of a site experience and think of that experience in terms of both visual and mechanical elements.
Many times companies create web designs that may follow the color of the brand but fail to follow through in terms of goal and philosophy. A brand has to be created in a more strategic manner. Businesses have to use every element of web design as a weapon and forge an image that is strategically effective.
P&Co. does this well and other business should take note of how a company creates a brand that is successful.
3 Basic Elements of Web Design for Branding
- 1. Set Expectations: A business is a company while a brand is a symbol. Clients need to relate various elements to a certain brand and only then will the business become symbolic towards a specific feature. Consider using the corporate goal and philosophy to create strategic links throughout the website. This will set certain expectations that the client will then unconsciously look for every time they see the brand marketing.
- 2. Color Palette: A color palette that is effective and allows the clients to respond in a certain way is essential. Some colors show up on the web different than in the traditional marketing elements. Before choosing a brand color utilize the web colors to ensure the response online and offline is similar.
- 3. Consistency: Web design must be consistent to offline efforts. If your offline marketing tactics are simple and minimalist forget opting to create a ‘state of the art’ web design’. Use the elements of development that you need but don’t go overboard. Flash introductions may work for the entertainment industry but service businesses may lose customers who want to go in and out of a website without essential distractions.
In the online world today branding is not just for the big business rather any business that wants to succeed must create a brand whether it is a blog or personal website. It helps people differentiate between the various online ventures and creates a unique set of value propositions associated only with the business. The web is a platform that must be utilized strategically to effectively create a brand that is successful and durable.
Have you ever applied any strategy for your brand and website – What was the response?