Do you want to build trust? Then please don't be someone else every month.
Hey Brand fan,
There is a psychological effect that you should never forget:
What seems familiar is automatically rated as better.
💡 And familiarity comes from repetition.
That applies to faces. For voices. For brands.
And yes - especially for design.
🧠 The psychological effect:
"Repetition breeds familiarity - and familiarity breeds trust."
Or more simply:
👀 The more often we see something, the more right it feels.
This happens subconsciously.
If your webshop, your packaging, your Insta and your newsletter look like the same brand - then trust is not feigned. It arises automatically through visual consistency.
❌ And what kills this trust?
If you show a different face every time:
- sometimes playful, sometimes minimalist,
- sometimes loud, sometimes super serious,
- sometimes edgy, then "clean girl" again
The typical Canva design. For everything else, templates, colors, fonts.
That's how you confuse people. And confusion = uncertainty.
📉 And uncertainty doesn't sell.
💡 Example: Avocadostore
A marketplace for sustainable products - and visually consistent for years:
- Typo & color are restrained, but not boring
- The homepage changes according to the season, but remains in style
- The packaging of the own brands follows the CI
- Insta is not a mood board, but a brand feed
👉 This creates recognition.
👉 And recognition feels familiar.
✅ What you can take away from this
✨ Your branding doesn't have to constantly reinvent itself.
It can evolve - but please keep it recognizable.
✨ Consistency is not a design trick, but an anchor of trust in your brand strategy.
✨ And: even the best product sells worse if it feels unfamiliar.
🏁 Conclusion
If your brand looks different every time, it will never be perceived as a brand.
Therefore:
Set a clean brand base for once. Stay true to your line.
And develop it further so that people recognize you - and don't have to google it again.
See you next week - stay visible, stay familiar, stay you.
Chantalle
