How to Determine Your Agency's Design Style

September 10, 2018 Jayci Morrison

group of people

I'm about to rock your thought process on design.

Did you know design isn't just about pretty colors and good images?

Design is about making a connection.

Your agency's design style isn't limited to your logo and brand colors.

Creating a visual personality that builds connections is just as important.

The biggest influence on consumers when they make a purchase is emotion. Check out this article from Psychology Today. They mention, "Rich and powerful representations of a brand include its personality."

Consumers can perceive the same personality characteristics in brands as they do people. So, here are two ways to determine your agency's design style to make emotional connections.

Tried and True: Be You

Many of ITC's clients are small- to mid-sized agencies that are owner-operated. Maintaining that type of agency takes hard work, dedication, and personability. Often, just being yourself already has the qualities of a great brand!

How does this translate into your agency's design style? Well, look at what got you to where you are today. Do you remember people's birthdays, or that customer recently had a baby?

Remember, emotion is the biggest factor. Use your email marketing system to send customers a congratulatory email. Or, set up a birthday campaign for your customers. Make sure each email is nicely designed and matches your agency website. 

Do you already have a logo ? That's great, but design trends change every year. You don't need to update your logo every year. But, every five to seven years, take a critical look at the icon, fonts, and shape and make necessary changes.

Customer-Based Style

Does your style change to mesh with your customer base? Curating an agency style that is specifically customer-based will work best for you.

If you cater to an older crowd, make sure to use legible fonts in your marketing and communications. Serif fonts (otherwise known as the ones with feet) are great for older users.

Use a professional color palette. Blues and greens are very popular in insurance. Keep a more buttoned-up look at the office since older consumers tend to prefer face-to-face interaction.

For a younger clientele, you can get away with more fun fonts and design elements. Don't go crazy with comic-sans, but a distinct style is a must. And, you can even take a chance with the colors: Try purple or orange.

With the younger crowd, social media is a necessity. Make sure your appearance on those platforms matches your style.

No matter the generation you work with, keep your agency design style consistent. Everyone is looking for an emotional reason to use your agency, so you must find a way to accomplish that.


Having a specific agency design style is very important. This is how you will make that emotional connection with prospects and customers. Whatever your agency style, use it to make a lasting, positive impact on your customers.

About the Author

Jayci Morrison

Jayci Morrison is a design and media specialist on ITC's Insurance Website Builder team. She's responsible for giving each website its distinctive look and then bringing that look to life. She also has a hand in creating AgencyBuzz email templates, ITC marketing collateral, and any other design needs the team has. When she's not staring at a computer screen, she can be found anywhere outdoors with her husband and their two dogs.

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