Each design we create, expresses the unique spirit of each client’s business, and evokes the corresponding emotions in the viewer. It is therefore important before your design consultation, to focus your attention on the most important aspects of the image creation process – the definition of the visual, emotional, and environmental style that you want your website to express.
Here at Aroma Web Design, we define this as your Identity Design Key. (IDK)
What CAN One Design Do?
A design can express a single emotion or concept, or a range of closely connected emotions. Lay the foundation of your brand, by following the instructions below:Visual style, environment and emotion are the three components of your IDK.
To start, have a look at the IDK’s for these three case studies.
CASE STUDY ONE: Outdoor Wedding Planner
- Environment: Seashore
- Visual Style: Natural Beauty
- Emotion: Joy
CASE STUDY TWO: Makeup Artist
- Environment: Catwalk
- Visual Style: High Fashion Beauty
- Emotion: Excitement
CASE STUDY THREE: Bus Consultant
- Environment: Corporate Office
- Visual Style: Modern Beauty
- Emotion: Confidence
To try to combine in the design the essence of something that conflicts too much will not be successful. For instance, combining two conflicting emotions (peace & excitement) on one page will not work. A fairly neutral design in which the illustration images change (peaceful on one page and exciting on the other) could however work.
#1: Environment: Where You’re “Located”
The amazing things about this process, is that you are not limited to traditional “surroundings” of doing business. You can meet your client in any surrounding that would best express the spirit of your company and put them in the frame of mind to connect with you.
Please note this location you pick is “conceptual” rather than literal… if you choose mountain top, your website will not be built to look like the top of the mountain! 
Rather, we would create a design with clear, light colors, a feeling of beauty, space and simplicity. Here’s a few ideas:
- On top of a mountain
- by a waterfall
- in a formal restaurant
- in a corporate office
- at a party
- on the catwalk
- in a factory
- in a monastery
- in a spa
#2: Visual Style: Your Decorating Style
Picking out your visual style is like decorating with furniture and artwork for the location you chose… For instance, if you chose corporate office, you may choose a number of different styles, such as high tech with chrome & glass, traditional, bold, colorful and modern, Zen garden. Here are a few examples of the type of words you might choose when picking out your visual key:
- beautiful, sense of motion, simplicity, bold colors, formal, traditional, high tech, eastern etc.
#3: Emotion: Your Client’s Feelings
Now choose the predominant emotion you would like your image to project. When the client deals with your company, how would you like them to feel?
- happiness, calm, safety, peace, excitement, confidence, etc.
Now, Create Your IDK!
If you are not sure of your IDK, write down what comes to your mind, and our designer will work with you to help you refine and finalize it. We have a design process developed over 10 years of business, that allows us to ask the right questions, to figure out what will work for you.
Give Britta a call at 778.387.3525, or contact us using our quote request form… we look forward to discussing your project with you, and guiding you to a successful new or upgraded brand!
About the Author:
This article is written by Britta Curkovic (Bennett), manager of Aroma Web Design. Located in Vancouver, BC, the Aroma Web Design team has been providing web design, business branding and custom web application development to companies across North America for over 12 years.
Please feel free to email Britta, or phone her at 778.387.3525 or about web design or branding. You may also request a quote online if you've got a project in mind you'd like help with. :-)
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