What makes a brand look trustworthy

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What makes a brand look trustworthy

As a small business owner, creating a sense of trust and an emotional connection with your audience is essential for success. But how do we communicate this visually to our clients? What design elements and branding strategies can convey that our brand is trustworthy, authentic, and honest?

In this blog post, we'll dive into the nitty-gritty of visual branding and uncover the secret sauce to crafting a brand that your audience can trust. From selecting the right hues to mastering font and image usage, we've got all the tips and tricks to help you create a brand that's both visually appealing and trustworthy.

So grab a cozy drink, get comfy, and let's dive in!

brand designer looking at inspiration
brand designer looking at inspiration
brand designer looking at inspiration
brand designer looking at inspiration

The psychology of why we trust some brands and not others

Ever wonder why we trust some brands more than others? It's all in the psychology, my friend!

From the way they present themselves, to the values they stand for, to the experiences they provide - it all plays a crucial role in solidifying trust with their audience. But the visual design has a major effect on our perception as well..


Our minds make split-second decisions about whether we trust a brand or not based on a multitude of factors, from the design of their logo to the messaging on their packaging. 

Therefore, a brand that is consistent in its visual design and messaging, transparent about its values and processes, and has a strong and relatable brand personality is much more likely to earn our trust.


Enter: the psychology of loyalty

The psychology of loyalty is the way we link brand trustworthiness with the reputation and image of the brand. We build attachment to the brands that have the ability to meet our standards and give us the security they provide. 


When a brand shows the confidence of delivering high quality, reliable products or services at an affordable price, consumers remain loyal and trust that the same great experience will be repeated every time. This process shapes consumer behavior by developing a strong relationship between the trusted brand logo, its values, and the needs of its buyers. 

Our minds make split-second decisions about whether we trust a brand or not based on a multitude of factors, from the design of their logo to the messaging on their packaging.

brand designer smiling and working

So then, what makes a brand look trustworthy?

Well, it's a combination of things like consistency, transparency, and brand personality. And the best way to convey these key attributes is through your visual design.

Because, what's the first thing your audience pays attention to about your brand the first time they interact with you? Your visual branding, of course. After all, first impressions matter, right?

And when it comes to making a great first impression, visuals can play a big role in how people perceive your brand. In fact, research shows that it only takes 50 milliseconds for people to form an opinion about a website based on its design.


And when it comes to looking more trustworthy in your brand design, there are definitely some visual branding cues you want to follow. Here they come:

three cards illustration with fonts, colors and photography

Visual branding cues to express a trustworthy brand

Your visual branding can make or break your business, so it's crucial to get it right. A strong visual brand inspires confidence in your customers and helps establish your business as a trustworthy and reliable entity. Here are some tips to help you build a strong visual brand:


Define your brand values and mission

Your visual branding should align with your brand values and mission. Take the time to determine what your brand stands for and what message you want to convey. Communicating your integrity and authenticity is a significant trust factor that should not only be part of your design process, but your overall business strategy too!

Wondering what makes a brand authentic? Wonder no more - read my blog, what is brand authenticity and what makes it important.

Choose colors, fonts, and design elements that match your brand personality

The colors, fonts, and imagery you choose should reflect your brand personality and values. Pick colors that evoke the emotions you want to convey and choose fonts and imagery that are consistent with your brand's tone.


Focus on your existing customers

Whether you're working on your content marketing strategy or your visual branding, you should always focus on your individual customers and their needs. Use imagery that reflects your customers. Choose colors and fonts that are appealing and approachable. By analyzing customer data and preferences, you can tailor their visual branding to better resonate with your audience and increase the likelihood of trust and establishing a strong connection with them.


Consider the context

Consider the context in which your visual branding will be used. Will it be used on your website, in your store, or print materials? Make sure your visual branding is appropriate for each context.


Show your social proof

Accreditations, qualifications, well-known clients and strategic partners will give the business a stronger sense of credibility. A better accreditation makes it easier to reach new customers. Use your visual branding to communicate your accreditations in an authentic, organic way so it flows naturally and resonates with your ideal client without feeling salesy.


Choose a color palette that evokes trust

Choosing the right color palette for your brand can greatly impact how consumers perceive your company and its products. When it comes to evoking trust, certain colors tend to be associated with reliability and stability, such as blue, green, and neutral shades like beige and gray. But, remember, your audience is unique with unique needs and perceptions! So, make sure to choose colors that they resonate with and trust.


Use high-quality images

When it comes to visuals, quality matters! Using high-quality images can make your brand look super professional and trustworthy. People are more likely to trust and engage with brands that have polished and well-presented visuals. And who doesn't love looking at crisp, clear images? They make the content more enjoyable to look at and help people better understand what your brand's product is all about. So, make sure to use only the best images to represent our brand and show the world how amazing it is!


Keep your design simple and clean

Less is often more when it comes to design. Keeping your design simple and clean can make a big impact on how your brand is perceived. A clutter-free, easy-to-navigate design can help to convey a sense of professionalism and organization. It also makes it easier for people to focus on the content and understand your message. So let's make sure to keep things simple, clean, and straightforward - your brand will thank you for it!


Use consistent typography

Choosing a consistent font for your brand can help reinforce your visual identity and make your brand look more trustworthy. By implementing these visual branding cues, you'll not only make your brand look more trustworthy, but you'll also make it look more professional, credible, and memorable. Also, pay attention to your customer feedback - are the fonts easy to read? Do they feel good?


Work with other trusted brands

One way to do this quickly is by partnering with other brands that have a strong visual identity and are already trusted by your industry and target audience. When a trusted brand associates themselves with your company, it can be a powerful endorsement and boost your credibility in the eyes of potential customers.


It's important to make sure that you have established your visual identity guidelines before starting to pair with a new company or service. This can help to ensure that the partnership aligns with your brand values and message, and that it will have the desired impact on your target audience, while maintaining your reputation.


Learn how to create your very own style guide so you never second-guess again! I lay it all out in my blog, how to create a style guide for your small business.


By following these tips, you can build strong visuals that showcase your brand value and help establish your business as a trustworthy and reliable entity. Remember, your visual branding is a key part of your brand identity, so take the time to get it right.

brand designer drinking from cup

Which colors, fonts, and design elements convey brand trustworthiness

Design plays a crucial role in shaping the perception of your brand. From the colors you choose to the fonts and images you display, each element should work together to convey a trustworthy and welcoming vibe to your audience.


Considering the psychological impact of different shades and font types can help create a strong visual foundation for a brand. So, what should you consider when picking your colors, fonts, and design elements? Let's explore:

three colors with like icon on top

Brand Trust & Color

The colors you choose for your brand can evoke different emotions in your customer base and audience.

Earth tones like greens and browns, as well as blues and grays, are often associated with stability, dependability, and security. These colors can help convey a sense of trust to your audience.

Warmer hues such as reds and yellows can increase energy levels whereas blues and greens have a calming effect.

Want to learn more about colors and branding? Read our blog here!


Brand Trust & Font

The font you use for your brand is just as important as the colors you choose. Sans-serif fonts are considered more modern and approachable, while serif fonts are often seen as more traditional and old school.


Brand Trust & Design Elements

Last but not least, there are plenty of useful design elements that could convey trustworthiness. Think iconography associated with security or an overall organized structure with considered spacing between key elements throughout. All of these characteristics come together to bring in feelings of reliability and assurance that create trust in a brand.


But when it comes to design elements, simplicity is key. Cluttered or overly busy designs can make a brand appear untrustworthy to potential buyers and customers. Opt for clean lines and minimalistic designs to convey a sense of organization and reliability.


Learn more about the basics of visual branding with my Get Your Brand Together free training now!


Real-life examples: Building trust and brand loyalty through visual branding

Think of some of your favorite companies: do their logos and visuals jump out in your mind?

No doubt these companies have gone the extra mile to make sure their visual branding not only stands out but is actively building brand trust and credibility.


Here are some real-life examples that demonstrate just how powerful visual brand elements can be when it comes to conveying trustworthiness.



It's no secret that Apple is all about offering the best customer experience. But Apple's visual branding also has something very special about it. Apple's visual branding is clean, minimalist, and modern, with a focus on whitespace, sans-serif fonts, and iconic product imagery. Their design conveys a sense of innovation, novelty and reliability, which is why customers trust their products.



Amazon's visual branding is warm, friendly, and approachable, with a focus on earth tones, sans-serif fonts, and customer-focused imagery. Their design conveys a sense of dependability, making customers feel confident in their purchases.



Dove's visual branding is warm, comforting, and empowering, with a focus on earth tones, sans-serif fonts, and customer-focused imagery. Their design conveys a sense of care and support. This transparency makes women feel confident in their personal care choices.



Pantene's visual branding is professional, trustworthy, and reliable, focusing on blues, grays, and sans-serif fonts. Their design conveys a sense of expertise and care, making women trust their hair care products and meeting their expectations when it comes to a product that works.



Always' visual branding is warm, friendly, and approachable, with a focus on pinks, whites, and curved fonts. Their design conveys a sense of care and support, making women trust their feminine care products.

brand designer writing and smiling

Wrapping It Up...

I hope you've learned the importance of visual branding in developing trust and creating loyal customers. Remember, your customers expect a brand that is reliable, honest and authentic. Through visual branding, you can help promote these feelings. 

Ultimately, it's all about creating a warm and inviting vibe and making sure every element of your branding aligns with your brand values and target audience.

So, don't be afraid to get creative and have some fun while building brand trust!


Remember to keep things simple and consistent, focus on your existing customers, be open to negative feedback and consider the context in which your visual branding will be used.

With these tips in mind, you're closer to making your brand trustworthy and honest, and creating a visual brand that inspires confidence creating trust.

And remember, customers trust brands they connect with!

brand designer holding cup

Now, It's Your Turn!

Need a little boost to make your brand design look trustworthy? I've got you covered!

With my pro-level support, we'll work together to create and deliver an intentional brand that shines and instills confidence in your audience. Ready to get started? Click here.

And if DIY is more of your vibe, head over to Get Your Brand Together and bring your brand vision to life quickly!