Designing for lifestyle brands is a little different to designing for a standard business as there’s a large focus on the lifestyle itself, rather than just the product or service. This can be done in a number of different ways, but there are some key design elements that every lifestyle brand should be aware.
• An Overall Design That Tells a Story
When it comes to lifestyle brands it’s important that the design elements work together to tell a story. This story could be of an individual enjoying what you’re offering or it could be something much more complex, such as a someone beginning a journey of wanderlust. This doesn’t need to be anything too dramatic, but there should be a connection throughout the website that portrays similar thoughts and ideas. Similar images, colour schemes and catchy quotes all work well to achieve this.
Whereas with other brands there is focus on what they are offering, as a lifestyle brand it’s important that you portray a positive image of how the service or product will improve a viewer’s lifestyle as a whole. The focus should be on the lifestyle, rather than the brand.
• A Memorable Font That Reflects Your Brand
A number of brands give little to no thought to the font they use on their designs – this could be on a website, brochure or even as part of social media branding – but font is actually one of the first and only things a new viewer may remember. For a font to work well it needs to be professional and memorable, whilst reflecting the ideologies and services that the brand provides. If you’re offering adventure equipment then a font that really packs a punch is a great choice, whereas those offering paddle boarding experiences can embrace a more relaxed and fluid font.
• Neutral, Natural Colours
The goal for most lifestyle brands is to sell a lifestyle to their customers; this could be an adventurous life of indoor rock climbing or a lifestyle centred around the great outdoors. Either way, the aim should be to portray this lifestyle in the best possible light. Though brighter colours can be used, it’s important to remember that you’re looking to appeal to individuals who favour an active, outdoor lifestyle. Opting for neutral and natural colours works well and whites, greens, blues and greys are popular.
• Images That Create a Feeling or Connection
With a lifestyle brand there should be a focus on creating a desire to experience something specific, such as travelling the world or trying a new extreme activity. Strong imagery goes a long way towards helping viewers imagine themselves enjoying what it is that you’re offering. Whether it’s a product, service or experience it’s important for viewers to feel a connection with the images being used. It’s best to use high quality images as these tend to reflect well on the brand as a whole, whereas poor quality or blurred images can create a feeling of distrust or unease.
