How to prevent them before they harm your business

Visual communication is one of the pillars of any brand. It captures attention, conveys values, and creates memories – often in just a few seconds. But even with the best intentions, it’s easy to make mistakes that weaken brand perception and undermine results.
In this article, we’ve gathered the most common mistakes we see every day — and more importantly, how to avoid them. If you own a brand or work with one, it’s worth reading on.

1. Inconsistent visual identity

When a brand changes its “face” from one post to the next — different colours, altered logos, random fonts — the impact is immediate: confusion, lack of recognition, and a loss of credibility.

How to avoid it:

• Create (or update) a brand style guide with clear visual guidelines.
• Apply it consistently across all materials, digital and print.
• Educate your team and partners on the brand’s visual rules.
• Consistency builds trust. And trust drives conversion.

2. Poorly chosen (or misused) typography

Typography is not just decoration — it affects readability, tone, and brand perception. Using too many fonts or illegible typefaces hurts your message.

How to avoid it:

• Use a maximum of two to three complementary fonts.
• Ensure they’re legible at all sizes and across all platforms.
• Maintain a clear hierarchy: titles, subtitles, body text, etc.

3. Lack of visual hierarchy

If everything looks “important,” nothing stands out. A lack of hierarchy makes content hard to read and often leads your audience to give up before getting the message.

How to avoid it:

• Use size, weight, colour, and spacing to guide the eye.
• Clearly define primary and secondary elements.
• Apply layout techniques like grids and alignment to organize content.

4. Overuse of visual effects

Shadows, gradients, glow, animations… When misused or overdone, they can clutter your design and make it look outdated or unprofessional instead of enhancing it.

How to avoid it:

• Use effects sparingly and with intention.
• Draw inspiration from clean, modern visual references.
• When in doubt, go for simplicity. Less is (almost always) more.

5. Design not adapted for different channels

A post designed for Instagram may not work on a website. A print poster follows different rules than a digital banner. Ignoring the context can dilute the message’s impact.

How to avoid it:

• Adapt the design to the format and platform it will appear on.
• Ensure that elements like text, images, and buttons work well on both mobile and desktop.
• Review each version of your materials before publishing.

6. Use of low-quality (or generic) images

Poorly chosen or low-resolution images can damage your brand’s credibility. A bad image can ruin a good message.

How to avoid it:

• Use professional photography or high-quality stock images.
• Choose visuals that reflect your brand’s tone and values.
• Optimize for the web without losing clarity (no one likes waiting for a slow-loading site).

Design is strategy, not just Aesthetics

Effective design isn’t just about “looking good.” It’s clear, consistent, functional, and intentional. Avoiding the mistakes we’ve outlined not only improves how your brand is perceived but also boosts your results — whether it’s in sales, awareness, or loyalty.
Thoughtful visual communication signals professionalism, confidence, and value. And it all starts with good decisions. So, come have a coffee with us!