Do you have a design style?
A design style is a key to recognition. If you want to be instantly remembered, you have to find a design style and double down on it.
At the start, I found myself ‘just designing.’
I did whatever I liked and had no particular style to follow. It’s like I was a different person with each design I made.
Stumbling upon Abi Connick’s Instagram page, I was amazed by what I saw. What surprised me the most is the consistency.
There’s consistency in this thing called design.
At the time, of course, I winged it.
Saw it and ignored.
But then I understood the concept.
Consistency is the key to recognition.
If you show up enough times, people will know your name.
The same goes for designers.
If you come up with a certain style, that is what will set you apart.
If you contrast Abi Connick & James Martin, you’ll notice a distinct design style. They’ve been doing it for a long time. And that’s the kind of consistency that gets you known.
It makes sense because you need to get attention. You might think you need the next shiny object or something else to gain attention, but in reality, you don’t. The thing about having a personal style is, it is fun to explore.
Figuring out how to join a trend while still being you, or using your design style, is fun to think about. Since the time I found my design style, designing content has never been boring. It’s a fun activity I look forward to.
This extends beyond design. People can get recognized by wearing the same clothes too. You’re probably already thinking about Mark. You’d recognize him anywhere in his regular outfit.
This is the same for design.
If you’re a founder, or a designer, your design style matters just as much as it matters to use the same colors and fonts. Consistency isn’t just about using the same elements over and over again. It’s about how you use those elements.
If you do an experiment of giving the same brand colors, fonts and logo only to two designers, to design content for the brand, chances are they will design using very distinct design styles.
This is where there is confusion. Not knowing which to use. Both might be good but if it doesn’t compliment the design style of the brand, it’s not worth using.
As far as communicating a message is concerned. Inconsistency with a design style has a long-term disadvantage.
A design can communicate a message but use different design styles. Over the short term, the message is communicated so it’s assumed to be fine. But over the long-term, this inconsistency will lead to lesser recognition from the audience.
Maintaining a consistent style in your designs upgrades their experience when engaging with you.
Your audience becomes used to your specific design elements and what effects to expect from you.
It involves establishing the elements (color, typography…) that can be used with different layouts across multiple designs.
Layout is a key part in maintaining design consistency, but I won’t get into that.
As you continue to explore your design style, it becomes more second nature to you, and it will become even more cohesive with practice.
People become attracted to existing patterns, and our brains can easily remember repeating patterns.
If, you’re struggling with you brand identity, and need to understand if it’s working, take this assessment. It’s long, so do it when you’re ready.
