Brand communication design starts with the written word, as language remains an integral form of modern business communication. But as the means of communicating evolve and digital attention spans shrink, how can businesses get their message across quickly and easily?
Crafting website content, particularly in the realm of brand development, is becoming increasingly challenging. Content marketing and blogging now face the reality that reading dense text is often overshadowed by the ease of scrolling.
As a result, online readers find it difficult to stay focused. It’s common for users to have multiple browser windows open, constantly clicking, tapping, and swiping between different websites, programs and mobile apps.
Even when a visitor makes a conscious decision to read your content, many leave before reaching the bottom of the page.
In fact, usability research from the Nielsen Norman Group on web reading habits shows that a large portion of users skim or exit after reading only the headline and lead sentence.
In the realm of brand design, ensuring your content is clear and scannable is crucial. Following core brand communication design guidelines makes a significant difference in audience comprehension and overall conversion rates.
1. Optimise sentence word counts
Sentence length directly impacts reader comprehension. Research into readability shows that when sentences contain fewer than eight words, readers understand 100% of the message. Comprehension remains high at 90% for sentences between 9 and 14 words.
However, by the time sentences stretch to 43 words, reader understanding drops below 10%. To maintain an impactful brand communication design, break long compound sentences into concise, digestible statements.
2. Control character line length for screen display
Controlling character line length is just as critical as managing word counts. Keeping line lengths to approximately 50 to 60 characters per line achieves optimal readability on digital screens.
The wider the line across a screen the more difficult the reader will find it to focus. Too narrow and the eyes need to work too hard scanning back and forth; this makes a reading rhythm difficult to achieve. Always review your content on a mobile device.
3. Balance sentence structure without abrupt cutoffs
When attempting to shorten sentences for an ideal word count—or when developing a brand logo and tagline—over-editing can backfire. Cutting copy too aggressively results in an abrupt reading experience that diminishes your brand’s style, voice, and tone.
Instead, utilise coordinating conjunctions to construct sentences that maintain a smooth flow and optimal readability. Conjunctions connect related clauses, ideas, and subjects, ensuring your brand message remains cohesive, natural, and engaging.
4. Incorporate visual media and infographics
Remember that imagery is an integral part of your content hierarchy. To enhance your brand communication design, support written copy with infographics, custom graphics, and embedded video.
Visual media breaks up long blocks of text, engages visual learners, and communicates complex ideas much faster than paragraph copy alone.
5. Utilise clear subheadings and formatting
Online readers rarely read word-for-word; they scan pages looking for immediate answers. Structuring your content with descriptive H2 and H3 subheadings, concise bullet points, and strategic bolding guides the reader’s eye through key takeaways.
This structured formatting lowers cognitive load, increases time on page, and ensures critical brand messages are absorbed even by casual skimmers.
6. Maintain a consistent brand voice
Every article, landing page, and social post contributes to your overarching brand identity. A disjointed or overly technical tone alienates readers and dilutes credibility.
Establishing clear editorial guidelines ensures your copywriting and content marketing remain accessible, authoritative, and aligned with your target audience’s expectations.
7. Review analytics and readability metrics
Regularly audit your published content using web analytics and readability tools (such as Flesch-Kincaid scoring). Monitoring metrics like bounce rate, average time on page, and scroll depth helps identify sections where readers lose interest.
Refining underperforming pages based on real user data ensures your digital communications continue to drive engagement and business growth.
Ready to elevate your digital presence?
As a branding agency Melbourne businesses have trusted for over 30 years, Liquid Creativity helps established businesses bring their brand strategy, positioning, and design into alignment, so their brand reflects who they are today and where they want to go next. If your digital strategy and content communications haven’t kept pace with your business growth, let’s talk about what’s holding you back and how to move forward.
Explore our branding services or get in touch with Liquid Creativity today to start a conversation about refining your copywriting, content marketing, and brand messaging.
