The visual identity answers the question, “How do users know it’s us?” Certain design elements should be carried through on all web assets created for a brand, as well as print and traditional communication media. Often, the visual identity guidelines for the web are codified into a digital style guide document to ensure consistency across different agencies, designers, and teams. This document can include guidelines for creating all manner of web assets, including banners, social media content, and website design elements.

The web is a visual medium, so design is an important part of creating assets that are both engaging and effective. Designers need to keep in mind the technical aspects of design while prioritising the human factor. Digital properties shouldn’t only look beautiful. They need to create a good experience for the visitor and meet business objectives, such as increasing sales, creating brand ambassadors, and encouraging sign-ups, and encouraging sign-ups that ultimately result in conversions.