5 Ways to Use Website Visuals to Humanise Your Brand (+Examples)

09 October 2023 Natasha Lane

Ever feel like you’re screaming into a digital void, wondering if your message is hitting home? You’re not alone. In today’s screen-centric world, everyone craves real connections, not just transactions. And your website is the frontline in creating that crucial bond with your audience.

Now, you might think, “I’ve got a solid product and some killer content. What more do I need?” Well, adding visuals has the best potential in getting your message across. 

Studies show that visuals are processed much faster than text. So, leveraging their power on your website is more than a nice-to-have – it’s a must-have to engage, impress, and humanise your brand. 

Below, we'll dive into five stellar ways of using website visuals in innovative ways to connect on a human level. We’ll support all of our arguments with real-life examples, so you’ll get actionable insights you can implement right now.

1. Use Illustrated Guides to Simplify Complex Information

Ever get bogged down by technical jargon or long-winded explanations when you're just looking for a quick answer? Happens too often! 

People appreciate it when you make their lives easier, so you’d certainly be doing your brand a favour. By presenting complex information in a visually appealing and digestible format, you’ll position yourself as a helpful advisor, not just a cold database of facts. 

That’s where Eachnight truly shines. This platform offering comprehensive mattress guides and bedding resources has an in-depth guide on the biggest bed sizes

The first thing you see when you access the guide is an eye-catching, easy-to-grasp illustration depicting different bed types and their sizes. No fluff, no confusion – just a straightforward visual guide to ease you into the topic. 

Source: eachnight.com

The illustration instantly connects with the audience, breaking down barriers and turning a potentially tedious topic into something approachable.

In other words, it gives Eachnight a friendly, “we’ve-got-your-back” vibe. And who wouldn’t want that from a brand they trust for better sleep??

So, next time you’re dealing with complicated topics or details, think about how an illustrated guide or infographic could simplify that complexity and humanise your brand.

2. Implement Tools for Instant Service Preview

Imagine you’re in a physical store, just window shopping. You wouldn’t appreciate it if a salesperson blocked your way, demanding you fill out a membership form before you could even take a look, right?

The same principle applies online, where people tend to be more impatient. Adding extra steps to the browsing experience and requiring a membership or an account is a recipe for losing leads fast.

Going, a premium platform for airfare deals, gets this. On their cheap flights page, they offer a nifty tool that lets you test their service without requiring a membership. Simply enter your favorite airport, and you get a list of affordable flight options at your fingertips.

By doing this, they eliminate the barrier between the user and the service, creating a smoother, more welcoming user experience.

But here’s the best part: this approach shows that Going values your time and interest, even if you’re not a paying customer – yet. It humanises the brand, making it seem more like a helpful friend offering travel suggestions than a company just trying to snag your email for marketing purposes.

Source: going.com

3. Showcase Genuine Customer Testimonials

You can shout from the rooftops about how great your product or service is, but let’s face it – people are more likely to believe other customers than they are to take your word for it.

Integrate genuine customer testimonials into your website as a key piece of the humanisation puzzle. And don’t stop at text. Photos or even short video testimonials can add another layer of authenticity that can make your brand even more relatable and trustworthy.

This approach is brilliant for a couple of reasons: 

Let’s take a look at eTraining, a company specialising in online workplace safety training. Their homepage features a standout section called “What Some of Our Customers Are Saying About Us.”

This section isn’t populated with the standard string of generic, faceless quotes. Instead, it shows off logos of prominent clients alongside real quotes, giving voice to satisfied customers. 

By doing so, eTraining suggests a level of care and customer satisfaction that goes beyond the transactional. The company becomes both a service provider and a problem solver – a partner in workplace safety that real people vouch for. 

Source: etraintoday.com

Another great example is Smash.vc, an investment firm for small businesses and startups. They offer a weekly investing and startup newsletter to everyone interested in the latest investing, bootstrapping, startup, and entrepreneur stories.

But what makes people actually sign up for their newsletter? Simply check out the companies that read them to see why they’re so popular: they’ve got people at Google, Salesforce, Stripe, and IBM (among the rest) enjoying their newsletter on a weekly basis.

So, if you’ve got notable clients, this is one of the best visual stimuli to include on your website to get more people lining up for your products/services. 

Source: smash.vc

4. Leverage Third-Party Endorsements

Endorsements aren’t just for celebrities hawking the latest fashion or beauty products. They’re an invaluable asset for any brand looking to solidify its place in the market.

ShopSolar, a company that sells solar power systems, knows the power of a good endorsement. Scroll through their homepage, and you’ll spot logos of big-name publications that have featured their brand. It’s a quick, unobtrusive way to say, “Hey, these experts trust us, and so should you.”

Getting a thumbs-up from a reputable third party can do wonders for brand credibility. While the logos on Shop Solar’s homepage aren’t exactly personal recommendations, they’re the next best thing. They act as a form of social proof that the company can be trusted. 

Source: shopsolarkits.com

But why does this humanize the brand? Because it takes Shop Solar from being just another face in the crowd to being the one that stands out.

It implies that they’re not interested in only making a quick buck but offering quality and value, so much so that well-known publications are willing to vouch for them. And when people see entities they already trust co-signing a brand, they’re more likely to give that brand a shot, too.

5. Introduce the Team and Their Story

A brand isn’t a mere logo or a tagline. It’s the people behind it, their values, and the problems they’re striving to solve. If there’s one thing that can truly set your brand apart and humanise it in the eyes of your customers, it’s telling your team’s story. 

So, if you’ve got a compelling story, share it! Whether through a blog post, video, or an “About Us” page, giving your audience a glimpse into the human side of your business can be incredibly powerful. 

SellerPlex, an agency providing sales and supply chain tools for ecommerce businesses, nails this aspect. Their homepage features a video where the founder dives into the personal story behind the brand – why it was started, what challenges were faced, and what values it stands for. 

This brings the brand down to earth. It shows there’s a real person with real struggles and real successes behind it, not just a faceless corporate entity. It gives you someone to root for and a reason to trust that the services offered have been shaped by genuine experiences and expertise. 

Source: sellerplex.com

Wrapping Up

Those were our five actionable ways to use visuals and storytelling to humanise your brand. From simplifying complex information with illustrations to sharing your brand’s journey with a compelling video, these examples show that connecting with your audience on a human level is a game-changing tactic.

Whether you’re a startup hustling for market share or an established brand looking to maintain customer loyalty, never underestimate the power of human connection. While you’re selling products or services, always keep in mind that people buy experiences, stories, and relationships.

So go ahead, inject some humanity into your brand, and you’ll win customers and brand advocates in one stroke.

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