Marketing is more than just selling a product or service—it’s about creating a lasting impression that connects with your audience. At the heart of successful marketing lies a cohesive and memorable aesthetic. From color choices to font selection, every element you use tells a story about your brand. Whether you’re starting from scratch or looking to refresh your current branding, this article will guide you in crafting a stunning marketing aesthetic that resonates.

Here at SCC, we’ve been helping people develop amazing branding since 2016. It’s one of our passions! We’ve compiled all our favorite tips below.  

The Science Behind Visual Aesthetics

Visuals are powerful. In fact, the human brain processes images 60,000 times faster than text, making your aesthetic choices critical in grabbing attention and evoking emotion. The way people perceive your brand is directly tied to how your visuals make them feel.

Color Psychology in Marketing

Color isn’t just decoration—it’s a psychological tool that influences emotions, decisions, and brand perception. Here’s a breakdown of some commonly used colors and their psychological effects:

• Red: Excitement, passion, urgency (commonly used in sales and clearance promotions).
• Blue: Trust, calm, professionalism (popular in corporate and tech brands).
• Yellow: Optimism, warmth, youthfulness (great for creating a sense of happiness).
• Green: Growth, health, harmony (ideal for eco-friendly or wellness brands).
• Black: Sophistication, luxury, authority (a favorite for high-end and fashion brands).

Did you know? Brands using a signature color see their recognition improve by up to 80%. Selecting a palette that aligns with your mission is vital for making an emotional connection with your audience.

The Importance of Text Readability

While visuals draw attention, text delivers the message. Research shows that 94% of first impressions of a website are related to design, and that includes how easily your text can be read.

Key statistics to keep in mind:

• Sans-serif fonts (like Arial or Helvetica) are generally easier to read on screens.
• Large blocks of text reduce readability by 57%, so prioritize short, digestible sections.
• Combining light-colored text on dark backgrounds improves focus retention by 30%.

The goal is balance. Pair fonts that complement each other, use sufficient spacing, and limit font styles to no more than three for a polished look.

How the Human Brain Processes Visual Information

The brain takes in visual information in stages. First, it notices shapes and colors; then it identifies patterns and interprets them. This is why consistency in your branding—fonts, colors, logos, and overall design—is crucial. A cohesive design reduces cognitive load, making your audience more likely to remember your message.

Pro Tip: The average person spends about 2.6 seconds scanning a webpage before focusing on a specific area. This means your visuals need to guide their attention to the most important elements quickly.

DIY Branding: Step-by-Step Guide

Creating a professional-looking marketing aesthetic doesn’t require a degree in graphic design. With the right tools and mindset, you can craft branding that stands out.

Step 1: Define Your Brand Identity

Ask yourself these key questions:

• Who is my target audience?
• What emotions or values should my brand evoke?
• How do I want people to describe my brand?

Write down three to five adjectives that encapsulate your brand’s personality (e.g., “modern, approachable, innovative”).

Step 2: Choose Your Color Palette

Use tools like Adobe Color or Canva’s color palette generator to create a harmonious set of 3-5 colors. Include:

• A primary color for your dominant branding.
• A secondary color to complement the primary.
• An accent color for emphasis and highlights.

Test your palette by applying it to sample designs to ensure it works across different media.

Step 3: Select Fonts

Stick to two fonts: one for headings and one for body text. For example:

• Heading font: Playfair Display (a serif font for elegance).
• Body font: Open Sans (a sans-serif font for readability).

Avoid overly decorative fonts as they can make your design look unprofessional.

Step 4: Create a Logo

A great logo is simple, versatile, and memorable. Tools like Canva, Looka, or Wix Logo Maker allow you to design professional logos without hiring a designer. When creating your logo:

• Make sure it looks good in black and white.
• Ensure scalability (it should work on a instagram, a business card AND a billboard).

Fiverr even has a cost-effective logo generator, which. makes it super easy! Ultimately, they give you so many options to choose from, and then you can purchase the files you need.

Step 5: Build Visual Templates

Using your colors, fonts, and logo, design templates for your most-used marketing materials. This might include:

• Social media posts.
• Email headers.
• Business cards or brochures.

Programs like Canva or Adobe Express are beginner-friendly and packed with customizable templates.

Step 6: Test and Gather Feedback

Show your branding materials to a small group of trusted peers or customers and ask for their thoughts. Questions to ask:

• Does this design align with how you perceive my brand?
• Is it visually appealing?
• Does it feel consistent across different materials?

Use their input to make adjustments before finalizing your designs.

When to Hire a Professional

While DIY branding can be effective, sometimes it’s worth investing in a professional designer to take your brand to the next level. A designer will have a deeper understanding of visual principles and access to advanced tools, saving you time and ensuring a polished result.

What to Provide Your Designer:

• Brand identity keywords: Share the adjectives you chose to describe your brand.
• Target audience: Describe your ideal customer, including demographics and preferences.
• Inspirations: Show examples of designs or brands you admire.
• Deliverables: Specify what you need, whether it’s a logo, social media templates, or a full brand kit.

Fiverr is a great option for this!! Create an account for free, here!

By providing this information upfront, you’ll help the designer create visuals that truly represent who you are and what you offer.

Creating a cohesive marketing aesthetic doesn’t have to be overwhelming. With an understanding of the psychological principles behind design and a structured approach, you can build a brand that captures attention and drives results. Whether you choose to DIY or enlist the help of a professional, a well-crafted aesthetic will be the foundation of your marketing success.