Web design is not merely an activity of creating wonderful things for others to look at. Instead all projects we create include a set of goals that must be accomplished. Visuals we create should help you in the right direction. There are common marketing goals that you need to pursue in web design. First, it is important to go over the distinction between promotional marketing and brand advertising and then analyze its implications to your designs.

Brand advertising is often where web design begins and this is where we can help you understand what comprises a brand. Brands are not limited to what you often imagine such as pre-approved images, fonts and colors. Instead, think of brands as a "personality of products" and they include products’ design, goals, target audience, messaging and others. Web design should allow visitors to easily ascertain brand’s personality and goals. Of course, there should be strong keywords so you immediately know what the product is focusing. For example, if the web design strongly targets female customers, it may include thin typography, feminine colors, decors and others. Remember that if a website seeks to encourage purchase behaviors, there should be strong statements or call to action where visitors can easily find the product. Messages isn’t always sales focused, it should be personal and emotional. One of the main goals is to increase brand awareness.

Brand advertising or awareness is precisely what it sounds like. It is simply an easy way to get your brand identity out there quickly. A properly developed brand can put an attractive face to an otherwise impersonal and cold product so buyers and clients can connect with them. This all starts with a great logo. Many web designers are prone to misunderstand and underestimate the values of brand advertising. Since it’s not totally focused at influencing purchase behavior, it could seem like useless. However, it couldn’t be further from the truth as many successful brands are those that consumers are the most familiar with. Apple and Coca Cola sink many millions into brand awareness and consequently buyers are more likely to purchase their products than competitors.

It is where marketers start to convince people to engage in purchasing events. Promotional marketing in web design is product-focused and it simply says “this is our product”. There could be a coupon placed on the website and customers can perceive the money saving value of the design. Promotional marketing incorporates more calls to action, with verbs like save, treat and share to suggest people to go out and purchase the product.

Thus far, it has all been mostly a mini marketing lesson and you might think this article has no real relevancy to your business. However, marketing principles often have significant implications to how we do our job. One lesson is that things we create usually incorporate subtle and complex goals, where correct implementation of brand awareness and promotional marketing can improve the effectiveness of your web design for maximum returns. A good design won’t incorporate last minute additions, our design process revolves around what you wish to communicate to consumers. The logo in particular, the fonts you use, the textures you choose, the layout and even your color palette should reflect your marketing strategy.

To sum up, be aware that brand advertising in a website focuses more on brand advertising and people are likely to buy products whose brands they can understand and identify with. Conversely, by implementing promotional marketing concepts in web design, the website can leverage a well-established brand to encourage better purchasing behaviors. Both marketing concepts are equally important and they together form the basis of many successful websites.

Even if you don’t ask you for it, we still subtly incorporate these ideas into the design (web or print).