Not Just Pretty: How to Make Your Brand Aesthetic Actually Convert
A beautiful aesthetic is what everyone wants, making your brand look good and stand out amongst the chaos of other brands. But what if I told you that a beautiful aesthetic is only powerful when it guides your audience towards action? You can spend ages obsessing over what looks good, what fonts to use, how to get the most polished look, but sometimes you forget that design has a job: to convert.
We are here to break it down for you. We will guide you through how to turn visuals into conversion tools, so you can have a beautiful aesthetic while converting (isn’t that what everyone wants?)
Why Design Needs to Do More Than Impress
It is easy to fall into the trap of designing for aesthetics only. The polished feel, the gorgeous color palette, and the sleek website. Yes, it does all matter, but the truth is that looking good with a strategy is like hosting a dinner party with no food. People might show up, but they won’t stay long.
Design should do more than just make your brand feel pretty. Every visual choice you make should be guiding your audience somewhere: whether it is to click, to sign up, to buy, or just come back.
Something that helped me is to think of your design as a part of your customers' journey:
Clarity: Does it make the next step obvious?
Trust: Does it look professional and aligned, so your audience feels safe engaging?
Guidance: Does it naturally lead the eye to where you want people to go (hello, CTA)?
When your brand aesthetic balances beauty and function, you stop being just another nice-looking account in the feed. You become a brand that converts!
The Power of a Well-Placed CTA
In case you were wondering, CTA means Call to Action, a text designed to prompt an immediate response or to encourage an immediate sale. If your design is the stage, your CTA is the spotlight. It is the moment where your audience decides whether to scroll the post or take the next step. So, what makes a CTA clickable?
Placement that feels natural. A “learn more” button hiding at the bottom of a busy page isn’t going to cut it. Position your CTA where your eyes naturally land.
Top Tip: Try placing your CTA above the fold on the landing pages, after a key point in an email, or at the end of a compelling post.
2. Copy that inspires action. Use language that highlights the benefit you are offering: “Get my free guide” or “Start my trial today.” Focus on using clear, concise, and action-oriented verbs.
Top Tip: Avoid using overused phrases such as “click here” or “submit.”
3. Design that demands attention. CTA buttons should contrast with your background and pop without clashing. Your reader’s eye should know instantly, ‘this is where I click.’
Top Tip: CTA buttons in orange, blue, red, and green are known to convert the best.
My top tip: don’t overload your audience with too many CTAs. When there is too much going on, no one knows what to focus on. Just focus on one clear action!
Storytelling Through Design
We love to tell stories, and your brand should be no different. While we tell stories through words and voices, design is another powerful tool to convey and enhance the message. Every visual element communicates a part of your story. It’s your logo, typography, photography, and even your store decor; they all work together to tell your audience your story. It is all about making people feel connected with your brand on a personal level.
A lot of people make a purchase based on emotions. Ever heard of a bit of retail therapy? More often than not, a purchase happens because they want it, not because they need it. Your designs need to connect with your customers, make them feel something, and build a connection, ultimately leading to sales.
Top Tip: Find your story, and make sure your design reflects this.
Pretty + Purpose = Power
At the end of the day, a stunning brand aesthetic is only half the equation. Looks might get you noticed, but strategy gets you conversions. When your design choices work hand in hand with clear CTAs, smart landing pages, and consistent storytelling, you stop being just another pretty brand and start being the one people actually buy from.
You can start small: update one CTA or clean up your landing page. These little shifts add up fast, and they’ll show you just how powerful design can be when it is built with purpose.
At Summary, this is what we do best. We help brands look good and get results. Are you ready to turn your aesthetic into a conversion machine? Let’s make it happen. Get in touch today.
