Top 5 Design Mistakes That Hurt Your Brand, and How to Avoid Them

Joanne Moorhouse

🌟 JMC | Joanne Moorhouse Creative 🌟 Visual Branding for Visionary Professionals Worldwide 🌎Photography | Strategy | Design | Coaching 🩺 Specialising in the veterinary, health & wellness sectors

March 24, 2025

When it comes to building a brand that stands out and resonates with your audience, good design isn’t just a “nice-to-have”, it’s essential. Your visual identity is often the first impression people get of your business, and if it’s not cohesive, clear, and aligned with your brand’s values, you risk losing potential clients before they even read a word of your content.

Over the years, I’ve seen some common design missteps that can quietly undermine a brand’s reputation. These mistakes don’t just affect how you look; they impact trust, recognition, and the overall perception of your business. Here’s a look at five design mistakes I see all too often, and how you can steer clear of them.

1. Inconsistent Visual Identity

One of the fastest ways to confuse (and lose) your audience is by presenting an inconsistent visual identity. Using different colours, fonts, and styles across platforms makes your brand look unpolished and fragmented.

Why It Matters: Consistency breeds familiarity. When people repeatedly see the same visual elements, they begin to associate them with your brand. Without that consistency, you risk looking unreliable or disorganised.

How to Fix It: Develop a clear brand guide that outlines your primary and secondary colours, font choices, logo variations, and image style. Stick to it religiously across all touchpoints; whether it’s your website, social media, or marketing materials.

2. Poor Font Choices

Fonts set the tone for your brand, but choosing the wrong ones can send mixed signals. Overly decorative fonts may be hard to read, while generic or outdated fonts can make your brand feel amateurish.

Why It Matters: Typography communicates more than just words. It conveys emotion, professionalism, and attention to detail. If your fonts don’t align with your brand’s personality, your message may get lost.

How to Fix It: Stick with 2-3 complementary fonts. Usually, a primary font for headings and a clean, easy-to-read font for body text. Make sure they reflect your brand’s tone. If you’re a modern, innovative brand, your fonts should reflect that. If you’re a more traditional or professional business, opt for classic, timeless fonts. Also, make sure they are readable within your designs!

3. Cluttered or Overcomplicated Design

To stand out, many businesses go overboard by cramming too much information or too many visual elements into one design. The result is a cluttered, overwhelming experience that leaves viewers unsure where to focus.

Why It Matters: Simplicity is powerful. Clean, well-structured designs make it easier for your audience to absorb information and understand your message. Clutter, on the other hand, dilutes your message and makes it harder for people to take action.

How to Fix It: Embrace white space and let your design breathe. Prioritise hierarchy. Your most important information should stand out while supporting elements should take a back seat. Less really is more when it comes to effective design.

4. Ignoring Mobile Responsiveness

With more people accessing websites and content on their phones, failing to optimise your design for mobile can be a costly mistake. A design that looks great on a desktop but falls apart on a smartphone will frustrate users and send them elsewhere.

Why It Matters: A seamless mobile experience shows you care about your audience’s time and convenience. If users struggle to navigate your site or engage with your content on their devices, they’re unlikely to stick around.

How to Fix It: Test everything. From your website to email templates, on multiple devices. Ensure that images, text, and buttons scale properly and that navigation remains intuitive on smaller screens.

5. Using Low-Quality Images

Blurry, pixelated, or poorly composed images instantly lower the perceived quality of your brand. Whether it’s a product photo, headshot, or stock image, visuals play a huge role in how people judge your business.

Why It Matters: High-quality images convey professionalism and attention to detail. Especially when you and your team members are included in these photos. They build trust and make your brand feel more polished and credible.

How to Fix It: Invest in professional photography or work with a trusted visual expert to ensure that your images reflect your brand’s standard. If you’re using stock photos, choose authentic, high-resolution options that align with your brand’s identity and make sure to read the fine print, as many come with a long list of restrictions on use.

Design isn’t just about making things look good, it’s about creating a cohesive, intuitive experience that builds trust and strengthens your brand. By avoiding these common mistakes, you’ll create a visual identity that resonates with your audience and supports your long-term business goals.

👉 Did you enjoy this bonus issue? I'd love to know what takeaways you had or what you will look at first. Feel free to share them in the comments to help inspire others, while holding yourself accountable.

👉 Need a design audit to make sure your brand is sending the right message? I’d love to help! Let’s connect and take a closer look at how your visuals are working for (or against) your brand. Book your Brand Audit today.