The way that our consumption of digital entertainment has evolved in recent years has led to major changes in the way that online platforms need to establish their authority. Their logos and other visual assets are no longer just simple visual identifiers. Instead, they’re used to prove the strength of the offering and grab user attention.
Establishing Visual Trust
We’ve all had to become experts in understanding when a site looks professional and trustworthy. There are some clear signs in terms of the URL, the padlock in the address bar and other security features, but our eyes are still drawn to the brand logo to confirm that it has a clear design and matches what we expected.
We also look for consistency in the visual approach across all of their different pages and platforms. If it’s a brand with an offline presence, the visual approach to its online offering has to be in line with what we’re used to seeing in stores or other locations. These aspects are important for establishing the initial level of trust needed for us to proceed further.
Creating a Narrative Identity
The first few seconds when we enter a site are crucial, as we immediately see what to expect. When we’re searching for entertainment, we need to see what they offer and whether it’s right for us at this time. This is why the movie and TV streaming giants use clear interfaces with a highly recognizable logo, but keep the focus on the content.
For example, if you’re looking for online bingo games, you’ll want to see a trusted site name. With numerous ways of playing in the lobby, there is also the opportunity to add branded bingo games. The likes of Britain’s Got Talent and Mystic Meg games create an atmosphere where we can see that there are varied games, each built on clear themes.
A different example comes from digital platforms that offer the best live theater shows. They need to try to mirror the physical experience of going to the theater, with the colors and layout designed to recreate the theater journey. While the name of the theater the show is being live-streamed from is important, the visual style is often minimalist, portraying the brand name like you would see it on an entry ticket.
A Consistent Approach in the Digital Age
With big brands now sending emails and newsletters as well as engaging on social media, the use of a consistent approach is now more important than ever before. By using a standard visual identity, companies let their users know that they’re going to get the same experience and service no matter how they connect.
This also acts as a defensive mechanism against fraud. Users are more likely to understand when they receive a message from a fraudulent source that’s attempting to replicate the brand’s image to obtain information or redirect them to a fake site.
These key points help to show why brand visibility is now more important than ever before. It’s not only about the brand logo being visible, as it also needs to be part of a coherent omnichannel approach that fits the sector.
