Look and feel

Why look and feel matters

Powerful visual content is one of the most effective ways to communicate information and ensure that messages are retained. Our visual style allows us to communicate with impact and clarity. It reflects both modernism and heritage. It can be applied to look either professional and formal, or younger and more playful, depending on the audience.

Approach

Use bold visuals that evoke emotions. Images with a clear focal point are more striking. Don’t overload your visual with too much text – more words can mean less impact and make a visual hard to read on mobile devices. Always pick the right format for the channel you are using – should the visual be horizontal (landscape is mostly used for web), square or vertical (used mostly for social media)? Use the correct dimensions or aspect ratio and quality (‘DPI’).